Five numbers every owner should check each month

Marketing reports are often full of impressions, reach and click-through rates. Those have their place, but they don't answer the question an owner actually has: is this bringing in customers, and is it worth what I'm paying? These five numbers do. Check them on the same day each month and write them down.

1. New leads, by source

How many calls, forms and messages came in, and where each came from: Google search, the map listing, ads, referrals, social media, AI assistants, repeat customers. Simply asking every new customer "How did you hear about us?" is a good start.

2. Cost per lead

For each paid channel, what you spent divided by the leads it produced. This is how you compare channels fairly, and spot the one quietly eating your budget.

3. Close rate

Of the leads that came in, how many became paying customers? If leads are up but sales aren't, the problem usually isn't marketing. It's response speed, follow-up or the offer.

4. Revenue per customer

The average value of a customer, ideally over their whole relationship with you, not just the first job. It tells you how much you can afford to spend to win one.

5. Reviews: count and rating

How many new reviews you earned this month, and your average rating. It's the clearest outside signal of customer experience, and it now affects whether AI recommends you.

How to use them

Look at the trend, not a single month. If cost per lead rises three months in a row, something changed. If close rate drops, listen to a few calls. And if someone manages your marketing, ask them to report these five numbers in plain English, every month. A good partner will be glad to.