You do not need complex dashboards. A few numbers, reviewed every month, tell you whether marketing is working and where to put your money.
The core KPIs
| KPI | How to calculate | Why it matters |
|---|---|---|
| Enquiries (leads) | Calls + forms + WhatsApp chats | Volume of interest |
| Cost per lead | Marketing spend ÷ leads | Efficiency |
| Conversion rate | Customers ÷ leads | Sales effectiveness |
| Customer acquisition cost | Marketing spend ÷ new customers | What a customer costs you |
| Average order or job value | Revenue ÷ orders | Value per sale |
| Return on marketing | (Profit from marketing − spend) ÷ spend | Is it worth it? |
| Repeat customer rate | Repeat customers ÷ total customers | Loyalty |
Calculate them with our acquisition cost and ROI calculators.
Track by channel
Break leads and customers down by source: Google, Meta ads, Instagram, referrals, walk-ins. Read how to track marketing results.
Numbers that can mislead
- Likes and followers, without enquiries.
- Website traffic, without conversions.
- Cheap leads that never buy.
A monthly routine
- Fill in the numbers in a simple sheet.
- Compare with last month and the same month last year.
- Pick one thing to improve next month.
Want to go deeper? Our complete guides cover each channel in detail, from SEO to WhatsApp.
