So if everything is being done the "white hat" way, how can you tell if the analytics results you are getting are accurately reflecting website growth? Simple: watch the numbers. Are your numbers increasing, consistently, overtime? Do your sales show a pattern similar to the increases in website traffic? For example, if you are a small retail store, and have seen a 50% increase in website traffic, and also notice a 27% increase in store sales, it's a pretty strong correlation, especially if the increases in traffic were prior to the increase in sales.Though temporary increases show a great deal, they don't always tell the whole story.