You can answer the “How is your business doing?” question in several ways. Whether it’s based on a gut feeling, your financials or recent sales, you have several data points. However, when we switch the question to “How is your business doing online?” the potential data sources become virtually endless. I find that most business owners are overwhelmed by the myriad options, so instead of looking at numbers, they default to a gut feeling. I’m here to tell you this is a mistake.