The Marketing Metrics You Should Actually Care About

Marketing can feel like a numbers game—but most dashboards are full of distractions.

Page likes, views, reach… sure, they look impressive. But unless they’re tied to business goals, they don’t mean much. For small businesses juggling a dozen priorities (and not tracking conversions in a spreadsheet every day), focusing on the right numbers can make all the difference.

These five metrics are worth the attention—and can guide smarter, faster decisions that actually move the needle.

1. Customer Acquisition Cost (CAC)

• What it is: The total cost of bringing in a new customer—from ads, social media, events, print materials, anything.

• Why it matters: If you’re spending $200 to get a $50 sale, it’s time to tweak the approach. This stat tells you whether your marketing is efficient—and scalable.

Pro tip: Use a simple formula:

Total marketing spend ÷ number of new customers = CAC

Even if it’s an estimate, it’ll help identify which channels are worth investing in.

2. Customer Lifetime Value (CLV)

• What it is: The total revenue you expect from one customer over their time with your business.

• Why it matters: Not all customers are created equal. A one-time $20 sale isn’t the same as a repeat customer who spends $50 every month.

Knowing your CLV makes it easier to justify spending more upfront to get a loyal, long-term customer. According to HubSpot, increasing customer retention by just 5% can boost profits by 25–95%. (Source)

3. Conversion Rate

• What it is: The percentage of people who take a desired action—buying a product, booking an appointment, filling out a form, etc.

• Why it matters: A huge audience doesn’t matter if no one’s taking action. Whether it’s from a Facebook ad or a Google search, this stat shows how well your site or campaign turns interest into results.

If a Licking County candle shop gets 500 visits a month but only 2 online sales, it’s time to dig into the product page, checkout process, or messaging.

4. Website Traffic (But the Right Kind)

• What it is: The number of people visiting your site—and where they’re coming from.

• Why it matters: More traffic is good, but the right traffic is better. Is it local? Are they visiting key pages? Staying long enough to read anything? Tools like Google Analytics 4 show top sources (search, social, referrals), bounce rates, and which content draws people in.

5. Return on Investment (ROI)

• What it is: The revenue you earn compared to what you spent.

• Why it matters: ROI ties all the other metrics together. It shows whether marketing is driving actual business—not just buzz.

The U.S. Small Business Administration recommends every business calculate ROI quarterly to stay on track with their growth goals. (Source)

Curious what your numbers are saying—or not saying? Marketing & Main can help make sense of the data and turn it into action. Stop by the Arcade or send us your questions.