Marketing Metrics That Matter: What to Track and What to Ignore
More data doesn't mean better decisions. A small set of metrics, reviewed consistently, is enough to run marketing well.
Metrics worth tracking
- Leads: people who asked for a quote, booked a call or sent a message.
- Cost per lead (CPL): marketing spend divided by leads generated.
- Conversion rate: the share of leads who become customers.
- Customer acquisition cost (CAC): total marketing and sales cost divided by new customers.
- Average order or contract value: how much a customer pays on the first sale.
- Customer lifetime value (LTV): total revenue a customer brings over time.
- Return on ad spend (ROAS) or marketing ROI: revenue generated per unit spent.
Metrics that can mislead
Followers, likes and impressions show reach, not business results. They can be useful context, but a post with thousands of views and no enquiries did not generate leads. Always connect activity to a lead or sale.
A simple rule
If LTV is well above CAC and your conversion rate is stable, you can spend more to grow. If CAC is close to or above LTV, fix the offer, follow-up or targeting before scaling.
How often to review
Look at leads and cost weekly, conversion and CAC monthly, and LTV quarterly. Write down the decision each review leads to; otherwise the numbers are just decoration.
Related reading
- How to Build a Marketing Plan for a Small Business
- The Marketing Funnel Explained: From Awareness to Repeat Customers
- SEO Basics for Small Business: A Practical Starting Guide
- How to Define Your Target Audience (and Why It Makes Marketing Cheaper)