Using Analytics to Understand Your Online Audience Better

As an artist, you likely pour time and heart into creating and sharing your work online. But how often do you pause to ask:

“Is what I’m doing actually working?”
“Who’s really engaging with my art?”
“Where are my collectors coming from?”

That’s where analytics come in. Whether it’s your website, social media, or email list, understanding the numbers behind the scenes can help you create smarter, more intentional content—and connect more deeply with your audience. The best part? You don’t need to be a tech wizard to use analytics effectively. Here’s how to make sense of the data and use it to grow your art business with confidence.

Why Analytics Matter for Artists

Analytics show you how people interact with your online presence. They tell you:

·         Who’s visiting your website

·         Which social posts attract the most attention

·         What artworks or blog posts people are clicking on

·         How long people stay on your site

·         Where your traffic is coming from

Instead of guessing what your audience wants, you can know. And that helps you focus on what works and let go of what doesn’t.

Start with the Basics: What to Track

Website (Google Analytics or Shopify/Squarespace built-in tools):

·         Traffic sources – Where are visitors coming from? (Instagram, Google, email?)

·         Top pages – Which artworks or blog posts get the most views?

·         Bounce rate – Are people leaving quickly or exploring your site?

·         Conversion goals – Are people signing up for your email list or buying?

Instagram / Facebook / TikTok:

·         Reach & impressions – How many people saw your post?

·         Saves & shares – What posts are people bookmarking or sending to others?

·         Follower demographics – Age, gender, location

·         Best posting times – When your audience is most active

Email

·         Open rate – Are your subject lines working?

·         Click rate – Are people interested in what you’re offering?

·         Unsubscribes – Is your content staying relevant?

Use your data to answer real questions that help you grow:

·         Which pieces are getting the most attention—and can I create more in that style?

·         Is my audience more active in the evenings or mornings?

·         Are people reading my blog, or just scrolling past?

·         Do people drop off before purchasing? (Maybe my shop needs clearer buttons or info.)

·         Are my new followers local or international?

When you track with purpose, data becomes a tool—not a distraction.

Don’t Get Lost in the Numbers

Yes, analytics are helpful—but don’t let them paralyze you. Your art still comes from the heart. Let the numbers guide your decisions, not define your worth. Check in once a week or twice a month. Use that time to reflect, tweak, and move forward. Your audience is talking to you—even if you don’t hear it directly.

Ready to Take Your Art to the Next Level?

Whether you’re just starting out or already thriving as an artist, there’s always more to explore and learn. Visit my Resources Page for exclusive free and paid courses, powerful creative tools, and inspiring art business resources — all designed to help you grow, create, and succeed.