Marketing dashboards can be overwhelming. Impressions, reach, engagement rate, bounce rate, sessions, CTR, CPM… it’s easy to drown in numbers without knowing which ones actually tell you if your marketing is working.
Here are the metrics we focus on for our clients, and why.
The ones that matter most
Leads or sales
The number of enquiries, calls, bookings or purchases your marketing brings in. This is the number everything else should point towards.
Cost per lead (or cost per sale)
What you spend to get each enquiry or sale. It tells you whether a channel is worth investing more in. If one channel brings in leads at £15 and another at £90, you know where to put your budget.
Conversion rate
The percentage of website visitors who take action. If lots of people visit but few get in touch, the problem is usually the website or the offer, not the traffic.
Lead quality and close rate
Not all leads are equal. Track how many enquiries turn into paying customers, and from which channel. Ten great leads are worth more than a hundred poor ones.
Return on ad spend
For businesses selling online, how much revenue each pound of ad spend brings back.
The useful supporting numbers
- Click-through rate: shows whether your ads and search listings are appealing.
- Organic search impressions and clicks: show whether your SEO is building momentum.
- Email open and click rates: show whether your emails are landing well.
- Saves, shares and DMs on social: stronger signals than likes.
The vanity metrics
Follower count, likes and impressions aren’t useless, but on their own they don’t tell you whether your marketing is making money. Use them for context, not decisions.
Keep it simple
Pick five numbers, track them monthly and look at the trend over time. If your leads are going up and your cost per lead is going down, you’re on the right track.
Want a second pair of eyes?
Book a free 30 to 45 minute ideas call with the team. No sales pitch, just honest advice and a few ideas you can use straight away. Book your free ideas call or send us a message.
