A brief thought for the day:
People paying you money via your site for products and services is actually a pretty useful metric. While certainly not the only one you should look at, I’ll take increasing online revenue over increasing page views any day.
What revenue flows can you measure through your site? Track them and see if you can correlate promotions, changes in design, user interface improvement, blog mentions, etc., to changes in revenue. This will provide you with knowledge about what works and doesn’t for creating online sales.
This kind of knowledge is not priceless: it has a specific hard dollar value to it. This is a very good thing. Don’t forget to leverage it.