What marketing metrics matter most for small businesses?
Introduction:
If you’re trying to grow your business, chances are you’ve asked yourself: Is this marketing stuff even working? You post on Instagram, send a few emails, maybe even run ads—but without knowing what to track, it’s hard to tell what’s actually moving the needle.
At Mettle Marketing Co., we help businesses cut through the noise and focus on what matters. And when it comes to marketing metrics, not all numbers are created equal. In this blog, we’ll break down the most important marketing metrics for small businesses, so you can spend less time guessing—and more time growing.
The Problem: Vanity Metrics Are Distracting You
Here’s the hard (but hopefully not too hard) truth: likes and follows don’t pay the bills. While it’s fun to see a post go viral or gain new followers, those numbers don’t always reflect real growth. That’s why if you work with us, we don’t focus too much on those kinds of goals, but we DO focus on your business goals.
Many businesses get stuck tracking surface-level stats that look good but don’t actually help them make smarter decisions. Without clarity on the right metrics, you risk spending time and money on things that don’t bring in leads or revenue.
Let’s fix that.
The 5 Marketing Metrics That Matter Most
Conversion Rate (not engagement rate, that’s later)
What it tells you: how many people took a desired action like filling out a form, scheduling a call, or making a purchase.
This is your MOST IMPORTANT metric. It tells you whether your marketing is leading people to say yes.
What to track:
• % of website visitors who contact you
• % of email readers who click your CTA (call-to-action)
• % of ad viewers who become leads
Cost per Lead (CPL)
What it tells you: how much you’re spending to acquire a new lead.
Whether you’re running Meta ads or promoting content, this helps you understand your ROI.
Pro tip: if you’re getting cheap leads that don’t convert, they’re not a bargain… they’re a distraction.
Website Traffic (and behavior)
What it tells you: how many people are visiting your site and what they’re doing once they get there.
Track unique visitors, time on page, and bounce rate. You want traffic that’s not just high, but engaged.
Bonus tip: check which pages get the most traffic and make sure they include clear CTAs!
Email Engagement
What it tells you: how well your email list is working to nurture and convert leads.
Track open rates, click-through rates (CTR), and unsubscribes. A healthy email list is pure gold for small businesses (it’s still the number one place to sell!) and a key part of long-term growth.
Social Media Engagement Rate
What it tells you: how well your content is resonating with your audience.
Instead of obsessing over likes or follows, track your engagement rate (likes, comments, shares ÷ reach). This shows real connection, not just reach.
How to Use These Metrics
Metrics are only powerful if you do something with them. Here’s how to make them work for you:
Set clear monthly benchmarks and compare results over time (we suggest keeping a simple spreadsheet with key metrics every month)
Don’t panic over one bad month—look for patterns, not perfection
Let your data drive your decisions: double down on what’s working and fix what’s not
At Mettle Marketing Co., we set up simple spreadsheets and pdf reports that we send monthly so our clients always know where they stand. No overwhelm. Just clarity.
Ready to Measure What Matters?
If you’ve been tracking everything except what actually matters, you’re not alone. The right metrics don’t just help you grow, they help you grow smarter and with more purpose/direction.
We can help you simplify your marketing, focus on what works, and build a path toward real results.
Book a free discovery call and let’s talk about what marketing success looks like for your business.
FAQ
Q: What’s a good conversion rate for small business websites?
A: It depends on your industry, but 2–5% is considered average. If you're under that, it might be time to review your site layout, messaging, or calls to action.
Q: Should I track followers or likes on social media?
A: Track engagement rate, not just raw numbers. 100 engaged followers are more valuable than 10,000 silent ones.
Q: How often should I check my marketing metrics?
A: Monthly is ideal. Weekly can work for active campaigns (like ads), but monthly tracking gives you the clearest picture of progress. We provide our clients with monthly, quarterly, and yearly metrics.