The 5 marketing numbers every UK small business should actually track
- Aug 1
- 1 min read
Updated: Aug 3
Most small businesses either track nothing or drown in dashboards. You need five numbers. Here they are, and what each one tells you.
Merx's take — If a metric doesn't change a decision, stop tracking it. Followers and impressions feel good but rarely change what you do on Monday. The five below do.
The five
Cost per lead. What you spend to get one genuine enquiry. The number that tells you if a channel is worth it.
Lead-to-customer rate. How many enquiries become paying customers. A marketing problem and a sales problem hide here.
Customer acquisition cost. Total spend to win one customer. Compare it to what a customer is worth to you.
Average customer value. What a customer is worth over their lifetime. This sets how much you can afford to spend to win one.
Where leads come from. Simply asking 'how did you hear about us?' and logging it beats most analytics tools for a small business.
Merx's take — You don't need software to start — a shared spreadsheet updated weekly will out-perform an unused analytics suite. Begin measuring, then refine.
Want this turned into a plan for your business?
Marketing Minute is published by Merx Marketing, a UK marketing agency working with businesses in construction, hospitality and professional services. If you'd like help setting up a simple marketing scorecard, Get in touch.
Comments