Monitoring Your Website Traffic

A client has asked me to monitor their website traffic, so I have to provide a list of each item we will be monitoring and why.

There are 3 main questions I have to ask before I begin monitoring random stats. I figure I have to know the following:

1. How they found the website?
2. Who are they? What do they want?
3. Why they stay or make contact?

Then I should monitor

1. Click-through path
2. Time on website
3. Referrers
4. Keywords

There are plenty of website monitoring tools providing tons of data. Knowing what data you need first will be the pay off.

Cheers.