5 marketing metrics for small businesses

If you’re a small business owner, you know that measuring your marketing efforts is essential to determining the success of the business. But what metrics should you be tracking? In this blog post, we will discuss the top 5 marketing metrics that matter for small businesses. By monitoring these metrics, you can track your progress and determine which strategies are working best for your business!

So, what are the top marketing metrics for small businesses?

Let’s take a look:

Website Traffic

Website traffic can give you a lot of insight into how well your business is doing and where you need to make improvements. Let’s take a look at understanding website traffic and how to use it to make better business decisions.

Website traffic includes all the people who visit your website, whether from organic search, direct traffic, referral traffic, or any other source. You can measure website traffic in a number of ways, but one of the most common is through Google Analytics. It can tell you how many people are visiting your site, where they’re coming from, what pages they’re looking at, and how long they’re staying. This includes people who find your site through search engines, social media, or other websites.

You can use website traffic to track the progress of your marketing campaigns and see which ones are driving the most traffic to your site. For example, if you’re running a social media campaign, you can track how many people visit your site from each social platform. This will help you determine which platforms provide the most value for your business. Do keep in mind that a high amount of website visitors does not necessarily mean more sales.

Website traffic is a valuable metric for small businesses because it can help you make better marketing decisions and track your progress over time. By understanding where your website traffic is coming from, you can invest more in the channels that are driving the most people to your site.

Leads Generated

Another important metric to track is the leads that your marketing efforts are generating. This will give you an idea of how effective your marketing is at driving interested customers to your business. You can track leads generated using a CRM or other similar tools. By leveraging the right technology, you can see where your customers are coming from, what type of products or services they’re interested in, and how likely they are to convert into paying customers.

Lead generation can also be used to make important business decisions. For example, if you see that you’re not generating as many leads as you’d like, you may want to consider investing in some marketing or advertising initiatives to help increase your visibility. Or, if you see that most of your leads are coming from a particular source, like social media, you may want to focus your efforts on that platform. Tracking your lead generation can help you make informed decisions


Another key metric to measure is the number of conversions that your marketing efforts are driving. A conversion is defined as a goal that a website visitor completes, such as making a purchase or signing up for a newsletter.

Tracking conversions can tell you how effective your website is at achieving its goals, and it can also help you to make informed business decisions. For example, if you’re trying to decide whether to invest in search advertising, you can use conversion data to see how many site visitors actually go on to make a purchase. You can also use conversion data to track the effectiveness of your marketing campaigns and to identify areas where you need to improve.

If you’re not already tracking conversions, now is the time to start. It’s an essential metric for any small business owner.

Cost per lead

Another important metric to consider is the cost per lead (CPL). CPL is a measure of how much it costs you to acquire a new customer or client, and it can be immensely helpful in making marketing and sales decisions.

To calculate CPL, simply divide the total cost of your marketing campaign by the number of leads generated. For example, if you spend $600 on a direct mail campaign that generates 60 leads, your CPL is $10.

Once you know your CPL, you can start to make decisions about where to allocate your marketing budget. If one channel has a significantly higher CPL than others, it may not be worth your investment. Conversely, if one channel consistently generates leads at a low CPL, it’s probably worth increasing your spending there.

As you can see, this metric is important because it can help you determine whether your marketing efforts are cost-effective. If the cost per lead is too high, you may want to consider other marketing strategies.


By measuring your performance by revenue, you can see how effective your marketing efforts are in terms of generating income for your business.

There are a number of different ways to measure marketing performance by revenue, including total sales, average order value, and conversion rate.

Each of these metrics provides valuable insights into how your marketing campaigns are performing and can help you make necessary adjustments to achieve your desired results.

Here are a few tips for tracking marketing performance by revenue:

  • Set clear goals for your campaign from the outset to have a benchmark against which to measure.
  • Make sure to set up the right tags and tracking parameters so you can attribute revenue back to different marketing campaigns.
  • Regularly review your performance data and make changes to your campaigns as needed in order to continue achieving your desired results.

By following these tips, you can effectively measure the performance of your marketing campaigns and make the necessary adjustments to maximize sales and generate revenue.

By tracking these five key metrics, you can get a better understanding of how your marketing efforts are performing and make the necessary adjustments to achieve your desired results. Doing so will help you to grow your small business and achieve success.

If you need help in setting up tracking for these metrics or others, book a free consultation call with our experts and let The Digital Cauldron help you on your journey to become data-driven.