If you are not tracking your marketing KPIs, you will end up frustrated.
And my guess is, you probably already know this.
Too many business owners only track final numbers. Things like revenue, followers, website traffic, leads. And while these numbers matter, they do not tell you why something worked or did not work. This is where most marketing breaks down. When you're ready for strategic clarity over guesswork, here's four simple steps to get started.
Step 1: List Your Primary Marketing Platforms
Start by identifying where your marketing actually happens.
This might include:
- Email marketing
- Your website
- Networking events
- Paid ads
- Referral partnerships
- Keep it simple. Just list the platforms you actively use.
Step 2: Identify the Primary KPI for Each Platform
Next, determine the one number that matters most for each platform.
Examples:
- Social media → Follower growth
- Email marketing → List growth or conversions
- Website → Leads generated
- Networking → Qualified appointments booked
- Paid ads → Cost per lead
This is your “needle-moving” metric and it should reflect the core purpose of that platform in your strategy.
Step 3: Choose 2 Supporting Metrics You Can Control
This is the part most people don't think about. Often, we cannot control the final numbers. Those are outcomes and they matter, but supporting metrics show you what drives those outcomes.
For example: If your primary KPI is social media followers, your supporting metrics might be:
- Total reach or impressions
- Engagement rate
If your primary KPI is networking leads, supporting metrics might be:
- Events attended
- Follow-ups completed
These are controllable behaviors. When these move, your primary KPI usually follows. If followers did not grow last month, but reach dropped dramatically, you now know where to investigate. Without supporting metrics, we're just getting frustrated because followers aren't moving.
Step 4: Build a Simple Tracking Spreadsheet
Especially if you have not been tracking anything, do not overcomplicate this. Create a basic Excel or Google Sheet:
List your metrics down the left side
List months across the top
Then, track monthly. Lined up this way, it's easier to look for trends and where the anamolies take place so you can dig in further to see what's worked, or what failed. You are not trying to create a data science department. You are trying to create visibility.
Why This Matters
Strategic marketing requires feedback loops. When we only look at final numbers, we have no idea what's driving or breaking them. We can't diagnose problems early, and we can't double down on what is working.
Tracking marketing KPIs gives you:
- Direction
- Objectivity
- Reduced second-guessing
- Stronger strategic planning
For those who are serious about operating like a strategic business instead of a reactive one, this is non-negotiable.
Start simple. Start this month. Refine later.
But stop guessing.