Analytics for creative businesses: What to Track and Why It Matters
I know analytics might seem super daunting, like staring into the Matrix and pretending to know what you’re looking at.
But if you’re trying to make a living doing what you love, those numbers are your lifeline. They’ll show you what’s working and what’s flopping. That’s why I created my Artist Mentorship Program, to help creatives understand this stuff, apply it to their business, and build a consistent income without selling out.
Throughout this article, I’ll point out where analytics can guide your strategy. Take bounce rate, for example. Industry standard is around 80%. That means if 100 people visit your site, 80 peace out right away. If yours is closer to 95%, that’s a red flag.
Maybe your site isn’t loading fast enough. Maybe your homepage doesn’t match what people expected from your social media post. Or maybe your link-in-bio is a confusing mess of buttons. Either way, it’s feedback, not failure. And it’s fixable.
What the Hell Are Analytics?
They're a tool for figuring out what to double down on, and what to quit. Analytics tell you which posts got people to visit your site, what pages people are visiting, where they leave, and what’s getting them to click “buy.” If you’re feeling overwhelmed, that’s normal.
But once you learn to spot patterns, it’s actually kind of fun, like detective work for your own business.
Failure is a huge part of being a business owner. I fail a little bit every week for my art business Letter Shoppe, and that’s okay, because I look at the data, interpret it, and try again. That’s what this article is here to help you do.
Website Analytics (Squarespace, Shopify, Wix)
Your website is your digital storefront, whether you’re selling prints, courses, stickers, or services. It’s the only platform you actually control. That means your analytics here matter the most when it comes to long-term income and growth.
Let’s break down the most important things to track and what to do with that info.
Metrics That Matter (with Examples):
Traffic sources:
This tells you where your visitors are coming from, whether it’s Instagram, Pinterest, Google search, or something else. This helps you know where to focus your marketing energy.
Example of doing well: If your traffic shows most people are coming from Pinterest and you’ve been pinning regularly, congrats, you’ve nailed the match between content and platform. Keep pinning and link to newer products or blog posts.
Example of underperforming: If most of your traffic is labeled "direct," that’s a sign your links aren’t trackable. Start using UTM links through tools like Google’s Campaign URL Builder to find out what’s actually working.
Top-viewed pages:
These are the pages getting the most attention, your homepage, about page, blog, or product listings.
Good sign: If your About page gets consistent traffic, people want to learn about you. Add social proof, newsletter signup, or even a freebie there.
Bad sign: If your Shop page is barely getting any views, maybe it’s hard to find or your CTAs on social aren’t working. Make sure it’s linked in your main nav and every social bio.
Time on site:
This shows how long someone stays on your site. More time means more interest.
Good: If your average session time is 2+ minutes, it means people are sticking around and reading.
Bad: If it’s under 30 seconds, something’s off. Maybe there’s not enough written content, or your design is overwhelming. Simplify the page and add clearer headers or intro text.
Bounce rate:
This is the % of people who leave after visiting just one page.
Good: Under 70%? Your site is making sense to your visitors.
Bad: Over 90%? Something's broken, maybe your homepage is too vague, your links aren't matching what people expected, or your site is slow to load. Improve your first impression and page speed.
(most important) Conversion rate:
This tells you how many visitors take action, buying a product, downloading a freebie, or signing up for your newsletter.
Strong: A 2–3% conversion rate for e-commerce is solid. It means your content is working.
Weak: Under 1%? Test clearer CTAs, stronger images, shorter product descriptions, or add customer reviews to increase trust.
Abandoned carts:
These are people who added something to their cart but didn’t check out.
High abandonment: Something above 70% often comes down to sticker shock from shipping costs or not enough urgency.
Fix it: Add a “free shipping over $50” notice. Show a countdown timer for a sale. Or simplify the checkout process so it’s less intimidating.
Social Media Analytics by Platform
Think of social media as your visibility tool. It’s where people find you, decide if they like you, and click to learn more. But each platform plays a different role. And the data each one offers tells a story.
Instagram:
Engagement rate
This tells you how well your audience is responding. Calculate it by adding likes + comments ÷ follower count × 100. Aim for at least 1–3%.
Good: If you’re seeing 5% engagement or higher, your content hit an emotional note. Keep that format, tone, or caption structure.
Bad: If your post barely cracked 0.5%, ask: was it too salesy? Too vague? Try including a bold opinion, a relatable meme, or a story next time.
Reach vs. impressions
This shows whether you’re getting in front of new people or the same ones over and over.
Good: High reach means your content is working in the algorithm. Celebrate and repost something similar.
Bad: Low reach but high impressions = burnout. Use hashtags or post Reels to shake up your reach.
Saves and shares
This is a signal of high-value content. Shares expand your audience. Saves show long-term interest.
Good: If a post gets saved 100+ times, that’s a product idea. Screenshot those analytics.
Bad: Zero shares/saves? The content might have been too self-focused. Try adding value, like tips or humor.
Facebook:
Reach and engagement
This determines if people care enough to respond.
Good: A post with 50 likes and 20 shares on a 1K reach? You nailed the tone.
Bad: High reach but zero clicks or comments? Change your image or punch up your caption.
Link clicks
This is an important conversion metric here.
Good: If people are clicking through, your CTA is clear and compelling.
Bad: If no one clicks, maybe your post preview is too vague. Add pricing, urgency, or a benefit.
Shares
These are especially powerful on Facebook.
Good: People are reposting your stuff? Instant social proof. Repeat that format.
Bad: No shares ever? Start writing posts that feel like mini rants, stories, or “yes, exactly” moments.
Pinterest:
Impressions vs. clicks
This shows what’s visually working vs. what’s actionable.
Good: A pin with 2K impressions and 300 outbound clicks? Great title and CTA.
Bad: 5K impressions but 10 clicks? Pretty, but not useful. Update the text overlay or link it to a more compelling blog post.
Saves
This indicates a strong aesthetic match or evergreen interest.
Good: 50+ saves = product or blog topic worth repeating.
Bad: No saves = try different colors, new keywords, or vertical layouts.
Audience insights
This can help you pivot and increase all your numbers.
Good: Finding out your top audience loves cottagecore? Lean into it.
Bad: Generic interests? Get specific—refine your pin descriptions with more niche keywords.
TikTok:
Watch time is the most important metric. The longer people watch, the more it gets pushed.
Good: 75%+ watch time = the hook worked. Make a series.
Bad: Dropping off after 3 seconds? Rewrite your first line or start with a visual punch.
Profile views show conversion interest.
Good: Spike in views = they want more. Add a CTA like “check out the full version in my shop.”
Bad: No bump in views? The CTA may be missing or your profile might not feel clickable. Add a banner or clean up your bio.
Follower growth matters less than consistency.
Good: If you’re gaining followers steadily, you’re doing something right. Keep that cadence.
Bad: Random spikes but no loyalty? Recheck the content type—was it one-off funny or actually brand-aligned?
YouTube:
Click-through rate (CTR)
This measures how many people clicked after seeing the thumbnail.
Good: 5–10% is gold. That thumbnail and title combo worked—use it as a template.
Bad: Under 2%? Redesign your thumbnail to be bolder, use a face, and write punchier titles.
Watch time and retention
This shows the strength of your actual content.
Good: High retention = solid pacing and content structure.
Bad: Drop-off in the first 30 seconds? The intro’s too long. Get to the point faster.
Subscriber growth per video
This is your loyalty tracker.
Good: If a tutorial brought in 75 new subs? That’s a series waiting to happen.
Bad: Tons of views but no subs? Add stronger end screens or a personal CTA.
Tracking this stuff doesn’t mean you have to become a full-time data analyst.
It just means paying attention to what your audience is already telling you. You don’t have to guess. You don’t have to post blindly. When you understand your analytics, you stop creating in the dark—and start making informed decisions that grow your creative business.
want help getting consistent art sales? join my Artist Mentorship Program.
You’ll get:
Monthly calls with real-time feedback
Unlimited email check-ins
A completed website and email sales funnel, even if you’re starting from scratch
A social media plan built around your analytics
