Marketing Metrics Made Simple:
What Every Small Business Owner Should Know
Let’s be honest—marketing metrics can sound like a bunch of jargon. But behind the buzzwords are simple numbers that can tell you exactly what’s working (and what’s not) in your marketing efforts. If you’re spending even a little time or money on ads, emails, or social media, these numbers matter. A lot.
Let’s be honest—Understanding these key metrics helps you:
- Spend smarter, not more
- See what’s bringing in customers
- Make quick fixes when something’s off
We’ve also included a free worksheet at the end to help you track your own numbers in one place.
Click-Through Rate (CTR)
What it is: The percentage of people who click on your ad or link out of everyone who sees it.
Why it matters: A high CTR means your ad is catching attention and getting clicks.
Example: You run an ad for your summer sale. 1,000 people see it, and 100 click—your CTR is 10%. That’s a great sign your ad is working.
Benchmark: A CTR between 2% and 5% is solid for most industries.
If it’s low:
Try tweaking your headline, adding urgency (like “Ends Soon!”), or testing different images.
Where to find it: Facebook Ads Manager, Google Ads, email platforms (Mailchimp, Constant Contact)
Conversion Rate
What it is: The percentage of people who complete a desired action (like making a purchase or filling out a form).
Why it matters: It shows whether your site or offer is convincing people to act.
Example: 200 people visit your page. 50 make a purchase. Your conversion rate = 25%.
Benchmark: 2–5% is typical for most websites. For landing pages, 10%+ is excellent.
If it’s low:
Check your headline, simplify your offer, remove distractions, or add testimonials and trust signals.
Where to find it: Google Analytics, Shopify, website platforms
Cost Per Click (CPC)
What it is: How much you’re paying each time someone clicks on your ad.
Why it matters: A lower CPC means more clicks for the same budget.
Example: You spend $50 and get 100 clicks. Your CPC = $0.50. Drop it to $0.30, and you’ll get more traffic for the same spend.
If it’s high:
Refine your targeting, improve ad relevance, or A/B test headlines and images.
Where to find it: Google Ads, Meta Ads Manager
Bounce Rate
What it is:The percentage of visitors who leave your site after viewing just one page.
Why it matters: A high bounce rate may mean your page didn’t meet expectations.
Example: 1,000 people visit your blog. 800 leave without clicking anywhere else. That’s an 80% bounce rate.
Benchmark:
- 25–40%: Excellent
- 41–55%: Average
- 56–70%: Needs improvement
- 70%+: Time to investigate
If it’s high:
Improve your headline, add internal links, speed up your page, or adjust the layout for mobile.
Where to find it: Google Analytics
Return on Ad Spend (ROAS)
What it is: Revenue earned for every dollar spent on advertising.
Why it matters: It tells you whether your ads are actually making money.
Example: Spend $100, earn $500. ROAS = 5:1. For every $1 spent, you earn $5.
Benchmark:
Most aim for at least 3:1. Higher is better—if you’re hitting 5:1, your ads are doing great.
If it’s low:
Try better targeting, improving your offer, or optimizing your landing page.
Where to find it: Google Ads, Meta Ads, eCommerce platforms
Other Metrics That Matter
Customer Lifetime Value (CLV)
How much a customer spends with you over time. If your average customer brings in $1,000, you can afford to spend more upfront to win them over.
If it’s low:
Improve retention with loyalty programs or email follow-ups.
Engagement Rate
Likes, comments, shares, or clicks on your content.
Why it matters: High engagement = your message is resonating.
If it’s low:
Ask questions, use better visuals, or tell personal stories to draw people in.
Customer Retention Rate
How many customers keep coming back. Repeat customers = higher profits.
If it’s low:
Send follow-up emails, offer incentives, or just say thank you!
Net Promoter Score (NPS)
How likely customers are to recommend you.
Ask: “How likely are you to refer us to a friend?” (Score of 0–10)
Why it matters: High NPS = happy customers = more referrals.
If it’s low:
Follow up personally, solve issues fast, and ask for feedback.
How to Track These Metrics (Without Going Crazy)
You don’t need to be a tech wizard. Most of these numbers are already tracked by tools you probably use:
| Metric | Tool to Track It |
| CTR | Google Ads, Facebook Ads, Email platforms |
| Conversion Rate | Google Analytics, Shopify, Wix, WordPress |
| Bounce Rate | Google Analytics |
| CPC / ROAS | Google Ads, Meta Ads |
| CLV / CPA | Shopify, Stripe, CRMs |
| Engagement Rate | Facebook/Instagram Insights, Email Reports |
| Retention / NPS | Email surveys, Loyalty Platforms, Google Forms |
Want a Simple Way to Track Your Metrics?
If you’d rather track your marketing performance outside of platforms like Google Ads, Meta, or email software—or just want everything in one place—we’ve got you covered.
Download our free worksheet:
“Small Business Marketing Metrics Tracker” – available as both a printable PDF and an interactive Excel file.
What’s included:
Monthly Overview – With built-in formulas for CTR, Conversion Rate, CPC, and ROAS
Campaign Breakdown – Track by platform, ad, or content channel
Goal Tracking – Set your monthly targets and compare to actuals
Instructions Tab – Quick guidance so you or your team can get started easily
(PDF and Excel versions included)
When to Ask for Help
You don’t need to do this alone. If marketing metrics make your head spin—or you just want to focus on running your business—reach out to a marketing pro who can help you make sense of it all.
The numbers tell a story. We’re here to help you write a better one.
Paul Bies
President
MYSTIQUE BRAND COMMUNICATIONS
416-441-2666 Ext 14.
Unlock the Secrets with Mystique Brand Communications
With Mystique’s expertise, you’ll unlock the secrets to optimizing your marketing strategy and achieving your goals. We dive deep into these Marketing Metrics to provide actionable insights that drive performance and growth. Let’s crunch those numbers together!
