“You cannot manage what you cannot measure.”
I heard a dealer say this today when he was complaining about his current website provider who also provides him with SEO and PCC service. We were discussing the frequency in which web traffic and stats should be sent/received. We both agreed that once a month was far too infrequent.
You can always over analyze stats and traffic. But if you do not see them frequently enough, then you cannot manage the traffic generation process.
My belief is that once a week, every week, is the ideal amount of time you should go between reviews. When you review weekly and also do a comprehensive month-end review, then you are looking at your stats 5 times in a 30- day period. That is plenty of time to know what your traffic is doing.