3 Marketing Metrics Every Small Business Should Track Monthly (Made Simple)

If you’re running your own business, you’re probably juggling a million things from packaging orders to posting on Instagram. But if you’re not regularly tracking what’s working in your marketing, you could be wasting time (and money) without even realising it.

You don’t need to be a data analyst to understand your numbers. Just keep an eye on these three key marketing metrics every month, and you’ll start making smarter decisions, with confidence.

1. Website Traffic (and Where It’s Coming From)

Your website is your digital storefront even if you don’t sell directly online. Checking how many people visit your site, and where they’re coming from (Instagram, Google, email, etc.), helps you know what’s driving attention.

📊 Track:

• Total visitors

• Traffic by source (social, search, direct, referral)

• Top-performing pages

💡 Why it matters:

If most of your traffic comes from social media but no one’s buying, it might be time to improve your product page or call to action. Or if your blog is bringing in Google traffic, you know your content strategy is working.

🛠️ Tools:

• Google Analytics 4 (free)

• Hotjar for behavior insights

2. Engagement Rate on Social Media

It’s not just about likes, it’s about how people interact with your content. Tracking engagement helps you see what kind of content your audience actually cares about.

📊 Track:

• Likes, comments, shares, saves

• Reach vs. engagement rate (%)

• Most engaging content type (Reels, carousels, testimonials, etc.)

💡 Why it matters:

Higher engagement = more visibility = more potential customers. Plus, it tells you what to create more of.

🛠️ Tools:

• Instagram Insights (built-in)

• Metricool for visual dashboards

• Meta Business Suite (free)

3. Conversion Rate (From Viewers to Customers)

You’re not marketing just for fun, you want results. Conversion rate shows what percentage of your audience is actually taking action (buying, booking, signing up).

📊 Track:

• Sales from your site or product links

• Click-through rate (on bio link, website, buttons)

• Form or email sign-up completions

💡 Why it matters:

Even if you get 1,000 views on a Reel, if no one clicks your link, something’s not connecting. Tracking conversions helps you optimize your CTA and content strategy.

🛠️ Tools:

• Link-in-bio platforms like Later, Linktree, or Stan Store

• Shopify, Squarespace, or WooCommerce dashboards

• Google Analytics Goals

Final Thoughts

You don’t need to track everything. But if you commit to checking these three numbers once a month, you’ll start making intentional marketing decisions instead of guessing what’s working.

Need help turning numbers into strategy?

Sorin Creative is here to help with content that’s built to convert. Check how we can help you.

👉 Let’s talk about making your marketing work smarter.