Google Analytics for Wineries: What You Should Actually Be Tracking

Marketing your winery isn’t just about pretty labels and fun Instagram posts. If you have a website (and you should), you need to understand how people are actually using it. That’s where Google Analytics comes in.

But let’s be real—most wineries either ignore their analytics or get overwhelmed by all the charts and numbers. You don’t have to be a data expert to benefit. You just need to know what to look for.

Here are the key things worth paying attention to—and why they matter.

Are People Using Mobile or Desktop?

Think your website works fine on phones? The data might say otherwise.

Why it matters: Most wineries get 70% or more of their traffic from phones. If your mobile site is slow or hard to use, people will leave before they even read your hours.

What to check:

• Are most visitors on mobile?
• Does your mobile site load fast and make it easy to find info?

Read: How a Website Redesign Can Help Your Winery Pivot and Grow

What Pages Do Visitors Land On First?

It might not be your homepage—and that’s important.

Why it matters: These pages give the first impression. If someone finds you on Google or Instagram, this is where they start.

What to do:

• Add clear info and next steps to these pages (like visit, shop, join the club)
• Make sure they look great and load quickly

Are People Sticking Around or Bouncing?

Bounce rate and time on page tell you if people are engaging or checking out.

Why it matters: If folks leave right away or barely skim the page, something’s off.

What to fix:

• Cut down clutter
• Add photos, stories, or buttons that keep people interested

What Are People Doing on Your Site?

You want more than just page views. You want bookings, wine club signups, or sales.

Why it matters: This shows what’s working and what needs improvement.

What to check:

• Are people clicking “book a tasting,” joining your club, or buying wine?
• Which pages or ads lead to the most action?

Read: 7 Creative Winery Blog Ideas to Build Your Brand & Your Following

Where Are Visitors Coming From?

Google? Social media? Email? Knowing the source helps you spend smarter.

Why it matters: It shows where your efforts are paying off.

What to look for:

• Which platforms bring in the most visitors?
• Are those visitors actually doing anything on the site?

Where Do Visitors Live?

Local, out-of-state, or even international?

Why it matters: Knowing this helps you tailor your message. Locals may want to drop in. Visitors may need travel tips or reasons to plan ahead.

What to do:

• Adjust your content to match who’s actually visiting your site
• Use local SEO if most visitors are nearby

Don’t Get Lost in the Data

You don’t need to track everything—just what helps you get more visitors, more club members, and more sales.

If you’re not sure where to start, we’re happy to help. At Crimson Vine Marketing, we build winery websites that actually work and help you understand what’s making a difference.