Internet is an enormous platform to sell globally. On the other hand, the competence is also extremely enormous. For many companies, their website is the main entry point to interact with their potential clients and differentiation from competitors is of great importance. As a result, knowing whether the content you are offering on your website is interesting and it is consumed as you expect is a key success factor. There are many tools in the market that can help your company to understand better how your potential clients are interacting with your website. Are these tools giving you all the information you need? What information is missing? In this article, we will try to provide a general view of the knowledge you can get from this kind of tools and the information you are missing.