It's easy to get lost in the things that don't really matter.
The returning visitors.
The time spent on your website.
And on and on and on.
It's easy to focus on these things because they make your efforts measurable.
They feel like you're getting work done.
They help you to check boxes.
But they rarely measure what you really want to achieve.
They rarely measure how much closer you're actually really getting to achieving your goals.
So before you start measuring anything, make sure you know what you need to measure that will help you to actually really get closer to achieving your goals.
And ignore just about everything else...