Top Marketing KPIs Every Business Should Be Tracking (And Why They Matter)

Let’s be honest—marketing can feel like a guessing game sometimes. You’re out there working hard, posting on social media, sending emails, maybe even running ads... but you’re left wondering: Is any of this actually working?

You’re not alone! One of the biggest things I see with small businesses is they’re doing all the things, but they’re not sure what’s moving the needle. That’s where tracking the right Key Performance Indicators (KPIs) comes in.

At Magnolia Marketing, we help businesses take the guesswork out of marketing by focusing on what matters most. And today, I’m sharing the KPIs every small business should be tracking—and why they’re so important.

What Are Marketing KPIs?

Let’s keep it simple: KPIs are measurable numbers that tell you whether your marketing efforts are working. They show you what’s getting results, where you need to adjust, and how to make smarter decisions going forward.

Without clear KPIs, marketing becomes an expensive shot in the dark. And in a small business, every dollar and every minute counts. KPIs keep you focused on results, not random activity.

Why Tracking KPIs Matters

Here’s the deal—if you’re not tracking your numbers, you’re flying blind. KPIs help you:
✅ Make decisions based on data, not gut feelings
✅ Stop wasting money on things that don’t work
✅ Scale your efforts with confidence
✅ Hold yourself (and your team) accountable

And honestly? It just feels better knowing your time and energy are paying off.

The Most Important Marketing KPIs (And How They Help)

At Magnolia, we break KPIs down into simple, manageable categories that make sense for your business. Here’s a rundown of what we recommend tracking—no fluff, just what works.

1. Website Traffic

Your website is your digital storefront. If no one’s visiting, that’s a problem.
Why it matters: You need to know how many people are finding you online and where they’re coming from.

What to track:
✔ Total Visitors (how many people visit your site)
✔ Unique Visitors (how many individual people are visiting)
✔ Traffic Sources (Google? Social media? Referrals?)
✔ Time on Page / Pages Per Session (are they engaged or bouncing?)

Our Pro Tip: Don’t chase traffic for traffic’s sake. Focus on quality over quantity. I’d rather see 500 ideal visitors than 5,000 random clicks.

2. Lead Generation KPIs

Why it matters: Leads are the lifeline of your business. You need a steady flow to keep growing.

What to track:
✔ Leads Generated (monthly or weekly)
✔ Lead Sources (social media, SEO, ads, referrals?)
✔ Cost Per Lead (CPL)—how much it costs to get each lead

Our Pro Tip: Not all leads are created equal! Focus on quality leads—the ones who are a good fit for your services and likely to convert.

3. Conversion Rates

You’re getting traffic—awesome! But are they taking action?
Why it matters: Conversion rates tell you whether your website and marketing are doing their job.

What to track:
✔ Landing Page Conversion Rate
✔ Overall Website Conversion Rate
✔ CTA (Call to Action) Click-Through Rate

Our Pro Tip: This is where small tweaks can make a big difference. Try different headlines, CTAs, and images—then see what works best.

4. Email Marketing KPIs

Email is one of the best tools in your toolbox—if you’re using it well.
Why it matters: Email delivers one of the highest ROIs in marketing. But you’ve got to track how it’s performing.

What to track:
✔ Open Rate (20-30% is a good target!)
✔ Click-Through Rate (CTR)
✔ Unsubscribe Rate (watch for trends!)
✔ Conversion Rate (are they taking action?)

Our Pro Tip: Segment your email list. Sending targeted emails gets much better results than blasting everyone with the same thing.

5. Social Media KPIs

Social media isn’t just about pretty pictures—it’s about engagement and connection.
Why it matters: If your audience isn’t interacting, you’re missing opportunities.

What to track:
✔ Engagement Rate (likes, comments, shares—real interaction!)
✔ Follower Growth (are you growing the right audience?)
✔ Reach/Impressions (how many people see your content)
✔ Click-Through Rate (are they clicking your links?)

Our Pro Tip: Don’t obsess over follower counts. I’d take 200 engaged followers over 2,000 silent ones any day.

6. SEO KPIs

SEO is a long game, but it’s worth it.
Why it matters: Organic traffic can be your best friend, but you need to track your progress.

What to track:
✔ Organic Traffic
✔ Keyword Rankings (are you moving up in Google?)
✔ Click-Through Rate (from search listings)
✔ Bounce Rate (are they leaving right away?)

Our Pro Tip: Focus on a few key terms that matter most to your business. SEO isn’t about ranking for everything—just what’s relevant.

7. Paid Ads KPIs

Paid ads can be a game-changer—or a money pit.
Why it matters: You need to know if your ad dollars are turning into sales.

What to track:
✔ Cost Per Click (CPC)
✔ Click-Through Rate (CTR)
✔ Conversion Rate
✔ Return on Ad Spend (ROAS)

Our Pro Tip: Start small and test before you go all in. A little testing on your audiences and messaging can save you a lot of money.

How to Pick the Right KPIs for Your Business

You don’t have to track everything. Focus on KPIs that match your goals.
✔ Need more leads? Track Leads Generated and Cost Per Lead.
✔ Want brand awareness? Look at Social Media Engagement and Website Traffic.
✔ Sales-driven? Focus on Conversion Rates and ROAS.

How Magnolia Marketing Tracks KPIs

At Magnolia, KPIs are baked into everything we do. We’re not just sending reports to look pretty—we use real data to make decisions and improve your results.

✔ We help you figure out which KPIs matter most for your business.
✔ We track them, explain them, and adjust based on what the numbers tell us.
✔ And we focus on outcomes—not vanity metrics. We want you to see real, measurable growth.

Final Thoughts: Measure What Matters

You’re already working hard. Make sure your marketing is working just as hard as you are. Tracking the right KPIs gives you the clarity and confidence to make smart decisions and grow your business in a way that’s sustainable.

And if you’re thinking, “Jodi, this sounds great, but I’m overwhelmed,” you are not alone!
Let’s talk. We can help you figure out what matters, where to focus, and how to build a strategy that makes sense for you.

👉 Schedule a Free Consultation and let’s see how Magnolia Marketing can help you take the guesswork out of your marketing.