Analytics: Which Numbers to Track So Your Marketing Isn’t 'Blind'

Most small businesses spend money on marketing without a clear understanding of what actually brings results. They run ads and post content but have no idea if it’s paying off. Analytics puts an end to the guessing game — because without numbers, marketing is just shooting in the dark.

The first and most important metric: website traffic. But visits alone aren’t enough. It’s crucial to know where users are coming from — whether through Google Search, social media, ads, or direct visits. This is tracked through Traffic Sources in tools like Google Analytics or Vercel Analytics.

The second key metric: conversion rate. It shows how many visitors take the desired action — sending an inquiry, calling the company, or making a purchase. If you have 1,000 visits and 20 inquiries, your conversion rate is 2%. The goal is to increase that percentage, not just the number of visits.

Time spent on site and pages per session show how interested users really are in your content. If they leave after a few seconds, they probably didn’t find what they were looking for — or your site loads too slowly. Next.js sites with optimized performance make a big difference here.

Bounce rate is the percentage of users who visit only one page and leave immediately. If it’s high, that means your page doesn’t clearly guide visitors to a next step (like a contact form or call-to-action). In that case, the problem isn’t marketing — it’s user experience.

When it comes to ads, track CTR (Click-Through Rate) — how many people click on your ad compared to the number of impressions. A low CTR means your message isn’t appealing enough or isn’t relevant to your target audience. This metric helps you optimize both your ads and budget.

For email campaigns, key metrics are Open Rate and Click Rate. If you don’t track them, you can’t know which subject lines or offers actually work. Email automation combined with analytics allows for constant improvement without extra effort.

In local marketing, check how many people come through your Google Business Profile — number of calls, directions, and website clicks. These insights are often overlooked, yet they give a clear view of how local customers find and engage with your business in real time.

Another important metric is Cost Per Lead (CPL) — how much one new inquiry or client costs you. If you spend 100 KM on ads and get 10 inquiries, your CPL is 10 KM. The goal is to lower the cost while maintaining lead quality. Once you know this number, you stop 'spending blindly' and start investing wisely.

Lifetime Value (LTV) shows how much a customer brings over time. If you know the average client spends 500 KM a year, it’s easier to decide how much you can invest in an ad that attracts one new customer. Without LTV, there’s no long-term strategy.

Together, these metrics reveal the full picture of your marketing system — from the first visit to the final sale. By tracking them regularly, you can see which channels deliver the best results and where money is being wasted. That’s the foundation of modern business.

The most common mistake small businesses make is focusing only on 'likes.' Likes don’t pay the bills — but inquiries, calls, and purchases do. Real analytics doesn’t measure popularity, it measures performance. That’s why it’s important to track conversions, not just impressions.

KOD’s approach to analytics: we set up simple dashboards showing only key metrics — visits, inquiries, conversions, sources, and costs. Everything in one place, without complicated spreadsheets. The goal — marketing with results, not assumptions.

Conclusion: marketing without measurement is like driving with your eyes closed. Once you start tracking the key numbers, every decision becomes smarter — and every campaign more profitable.