Yes: 38%

• The only metric we really use is demographics/location for incoming traffic. We cross reference it with more precise databases that allow us to specifically detail and focus marketing to our market segment. — Shawn Higgins, D & H Sustainable Jewelers, San Francisco
• Acquisition All Traffic -— shows us how people are getting to our website. Behavior Site Content — shows us where people are landing on our page. Acquisition Social Pinterest — shows which pins are driving traffic to our site. E-commerce Multi-Channel Funnel — shows us where the money comes from. — Chris Wattsson, Wattsson & Wattsson Jewelers, Marquette, MI
• Since we specialize in estate jewelry, we have a “shop” on Etsy as well. We have found the analytics that Etsy provides its store owners to be superior to any of the other online analytic applications. — Patty Gallun Hansen, Dorothy Gallun Fine Jewelry, Cedarburg, WI
• Clover Insights tells us how many returning customers we had in that week and, more importantly, how many new customers we had.— Joseph Delefano, Regency Jewelers, Rotterdam, NY
• I like seeing the percentage of people viewing us on mobile devices versus laptops. Also, the way people found our site (Google, FB, Yelp, etc). — Kathy Buccieri, Buccieri’s Gems & Jewelry, Oak Ridge, NJ
• We use YP and Yelp and track both. — Cos Altobelli, Altobelli Jewelers, Burbank, CA
• Age and sex demographics: Our website users are younger than the in-store customer and 65 percent male. — Dorothy Vodicka, The Gem Collection, Tallahassee, FL
• We use Facebook data, age, gender, zip codes. — Bill Longnecker, Longnecker Jewelry, McCook, NE
• I like to know where the hits are coming from and the keywords they clicked on. Lastly, the page metrics; did they stay a little while? — Donald Killelea, Killelea Jewelers, Midlothian, IL
• Referrals. However Google Analytics (G.A.) are very, very easily “spammed” and you must use filters. One should look at the actual server logs [Weblizer or AW stats] as well to see actual traffic that hits your site, not what just sort of bounces off your G.A. We also use Raven Tools, Majestic, and Semrush. You really need a suite of tools to get a good idea of your SEO. — Rex Solomon, Houston Jewelry, Houston, TX
• Organic versus paid visits to our site to help determine which keywords are no longer necessary and vice versa. Amount of traffic from mobile users to check conversions based on distance from our store. — Scott Lefcourt, Scottsdale Fine Jewelers, Scottsdale, AZ

No: 62%

• It’s on my unending to-do list! — Laura Sipe, JC Sipe, Indianapolis, IN
• Not enough people to wait on customers and do all the other things that make the product go out the door; we don’t have a person on staff that can handle things like that. — Connie Stagner, Acori Diamonds & Design, Friendswood, TX
• Just ask the customer how did they hear about us. — Koko Vartanian, Rodéo Jewelers, La Verne, CA
• Too busy doing the work we have. — John Anthony, Jr., John Anthony Jewelers, Bala Cynwyd, PA
• I am still in the Stone Age when it comes to computers and Google. My staff is beginning to bring me up to speed. The analytics are going to become a high priority in the near future, maybe! — Ed Menk, E. L. Menk Jewelers, Brainerd, MN
• Not really, we just keep trying to do what we know how to do well. Great service and a warm, friendly environment make people want to come back again and again. It’s hard to convey that in the sterile web forum. — Brian McCall, Midwest Jewelers and Estate Buyers, Zionsville, IN
• Not enough traffic and the store is too small. — Linda Niemi, CKarats, Clinton, MS
• Our website works more for advertising than for selling product. — Frank Salinardi, Linardi’s Jewelers, Plantation, FL

This article originally appeared in the February 2017 edition of INSTORE.