Analytics
Marketing analytics for small teams: the five numbers that matter
You don't need a data team to make good decisions. Track these five metrics weekly and ignore the rest.
Dashboards with forty charts create anxiety, not decisions. Small teams need a short list.
The five numbers
- Qualified leads — the output marketing is accountable for
- Visit-to-lead conversion rate — tells you whether traffic is the problem
- Cost per lead by channel — where to move budget
- Pipeline influenced — the number leadership cares about
- Content velocity — pieces shipped per week
A 30-minute weekly review
Look at each number versus last week and last month. For each red number, write one hypothesis and one experiment. That's it.
Automate the report
Let an analytics worker draft the summary every Monday so the meeting starts with decisions, not data gathering.