Determining the effectiveness of your company's Web site is based on real data: number of unique visitors, the keywords and phrases people used to find your site, the pages that are downloaded most frequently, and that all-important metric -- conversion.

Once you have your Web logs in hand, you want to pay particular attention to the following data:

1. Number of Unique Visitors and Page Views
2. Conversion Rate(s)
3. Top Pages / Top Entrances
4. Top Keywords
5. Top Referrals
6. Top Domains or Robots/Spiders

[via High Rankings.com]