What Marketing Metrics Actually Matter (& How to Track Them)
It's easy to drown in data and still not know if your marketing is working. The fix? Track the few metrics that actually connect to revenue. Here they are. 💖
Vanity metrics vs metrics that matter
| Vanity (feels good) | Matters (drives decisions) |
|---|---|
| Likes | Leads & enquiries |
| Follower count | Conversion rate |
| Impressions | Cost per customer |
| Views | Revenue & ROI |
The metrics worth tracking
- Leads — how many people put their hand up
- Conversion rate — how many of them become customers
- Customer acquisition cost (CAC) — what it costs to win a customer
- Customer value — what a customer is worth to you
- Return on investment (ROI) — what your marketing brings back
- Traffic & its source — where the right people come from
Why vanity metrics mislead
A viral post with no sales, or a big following that never buys, can make you feel successful while the business stalls. Vanity metrics aren't useless — but they're signposts, not the destination. Always trace them back to leads and revenue. 🌴
Keep it simple
You don't need a 40-metric dashboard. Pick a handful of outcome metrics, check them regularly, and use them to decide what to do more (and less) of. Clarity beats data overload every time. 🚀
Frequently asked questions
What marketing metrics actually matter?
The ones tied to money and growth — leads, conversion rate, customer acquisition cost, customer value and return on investment. Likes and follower counts feel good but rarely pay the bills. Track a few outcome metrics and let them guide your decisions.
What are vanity metrics?
Vanity metrics are numbers that look impressive but don't directly drive decisions or revenue — likes, follower count, impressions and views. They can be useful signposts, but only when traced back to leads and sales.
How do I know if my marketing is working?
Track outcome metrics: how many leads you get, how many convert, what it costs to win a customer, and what they're worth. If a customer is worth more than it cost to acquire them, your marketing is working.
How many metrics should I track?
Just a handful. You don't need a huge dashboard — pick a few outcome metrics like leads, conversion rate and ROI, check them regularly, and use them to decide what to do more and less of.
Keep reading 🤍
- Is Digital Marketing Worth It for Small Business?
- How to Improve Your Conversion Rate (Without More Traffic)
- Digital Marketing Mistakes Small Businesses Make (& Fixes)
Go deeper on metrics & tracking 🤍
I help Gold Coast and Brisbane businesses grow with branding, websites and marketing that actually works.
Work with me ✦