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What to track each month so you know if marketing works

Track the few metrics that matter so you can make decisions without guessing.

4 min read Updated March 2025
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Marketing analytics dashboard
4
Key Metrics
Leads
By Source
Cost
Per Lead
Conversion
Rate
Revenue
& Close Rate

Key Takeaways

Don't track data for the sake of tracking. Track these 4 metrics monthly to make informed decisions about where to invest your marketing budget.

1

Leads by source

Know where your leads come from. Track this monthly to see which channels deliver results.

Lead Sources to Track:

Organic search Google Ads Meta/Social ads Referrals Direct traffic

If Google Ads brings 20 leads and Facebook brings 5, you know where to invest more.

2

Cost per lead

Divide your spend by leads generated.

Formula
Cost Per Lead = Total Spend ÷ Total Leads
  • Calculate monthly for each channel
  • Look for trends over 3+ months
  • Set target CPLs based on customer value
3

Conversion rate

What percentage of visitors become leads? What percentage of leads become customers?

2-5%
Website → Lead
Industry benchmark
20-30%
Lead → Customer
Industry benchmark
4

Close rate and revenue

Ultimately, marketing should drive revenue. Track how many leads become customers and what those customers are worth.

This tells you if your marketing spend is profitable.

Next Action Plan

If CPL is too high

Test new targeting or offers

If conversion rate is low

Test your landing pages

If close rate is low

Improve sales process or lead quality

If revenue is up

Scale what's working

Ready to track what matters?

Get a free marketing audit. We will review your current metrics setup and give you a dashboard to track the numbers that actually drive growth.

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