Digital Marketing Metrics Every Business Owner Should Understand

Marketing reports can be full of numbers. These are the metrics most business owners find useful, and what each one tells you.

Traffic and sources

Traffic shows how many people visit your site, and sources show where they come from. Quality matters more than volume, so look at what visitors do after they arrive.

Conversion rate

The share of visitors who take a desired action, such as submitting an enquiry. It shows how well your pages turn interest into action.

Leads

The number of enquiries received. Where possible, note which are relevant to your business, since not all leads are equally valuable.

Cost per lead

How much you spend to receive each enquiry. Compare it across channels, but remember that a cheaper lead is not always a better one.

Customer acquisition cost

The total marketing and sales cost of winning a customer. It links marketing to real business outcomes.

Return on ad spend

Revenue attributed to advertising compared with what was spent. It is most useful when revenue tracking is reliable.

Using metrics well

• Choose a small set that matches your goals.
• Review them regularly and compare with previous periods.
• Check that tracking is set up correctly before trusting the numbers.

If you want help setting up clear reporting, see our data analytics and reporting service or contact us.