The Only 3 Marketing Metrics Busy Business Owners Need to Track

When you’re running ads, the numbers that matter most are simple, but often ignored.

1. Cost Per Call (or Appointment)

If your business runs on calls or appointments, track the cost per booked call.

If you’re focused on leads, make it cost per qualified lead, not just raw leads. At least 60–70% of those leads should meet your basic qualifications. Anything less is wasted spend.

2. Cost to Acquire a Customer (CAC)

How much ad spend did it actually take to land that customer?

This is where many business owners trip up. They expect to sell $10K, $15K, or $20K products while only putting $5K into ads. The math doesn’t work that way. At higher ticket prices, it often takes 2–3 months of spend before you see real profitability.

3. Lifetime Value (LTV)

If you know the lifetime value of an average customer, you can outspend competitors.

For example:

• If your CAC is the same as your competitor’s, but you keep a client for 6 months while they only keep them for 2, you win.

• Your customer is worth more, which means you can afford to spend more to acquire them.

Bottom line:

Stop guessing. Know your numbers:

• Cost per qualified call/lead

• Cost to acquire a customer

• Lifetime value of that customer

When you track those three, you’ll know exactly how profitable your ads really are, and when you can confidently outspend the competition.

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