(And which ones you can stop pretending to care about)

If you’ve ever stared at a spreadsheet full of numbers wondering what the heck any of them mean – or better yet, if they actually matter … you’re not alone.

Especially if you’re a working-ish mom trying to run a business between snack breaks, client calls, and trying to remember where you last left your laptop (or your sanity).

Let’s break it down, shall we? No fluff. No agency jargon. Just the actual KPIs (Key Performance Indicators) that matter in marketing right now, and a few you can stop stressing over.

First: The Vanity Metrics We’re Not Losing Sleep Over

Let’s just get this out of the way.

Likes, views, followers, reach … not totally useless, but not the hill we’re dying on either.

They might feel good in the moment (hello, dopamine!), but unless they’re moving people toward your offer, they’re not your most valuable metrics.

Example: You could go viral on TikTok for your toddler throwing cheese at the dog… but if it doesn’t drive people to your business? Cool memory. No ROI.

What KPIs Actually Matter Right Now

Here’s where to keep your eyeballs – and your energy:

1. Conversion Rate (a.k.a. Are People Doing the Thing?)

This is the % of people who take the action you want them to take.

Signed up for your email list?
Bought the product?
Booked the consult?

That’s your real MVP metric.

Working-ish mom moment: You don’t need a million eyeballs. You need the right people clicking while you’re folding laundry and muting Ms. Rachel in the background.

2. Email Open + Click Rates

Social media is great until the algorithm decides you’re invisible.
Email? That’s your direct line.

If people are opening and clicking, you’re in the sweet spot. If they’re not – your subject lines or copy may need a glow-up.

Bonus tip: Unsubscribes aren’t bad. It’s just people quietly excusing themselves. Let them go. You’re not for everyone, and that’s kind of the point.

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3. Cost Per Lead / Cost Per Acquisition

If you’re running paid ads, this one matters a lot.
How much are you spending to get a new lead or customer?

If it’s more than your offer is worth – or more than your bank account can stomach … something’s gotta shift (and no, it’s not just “try boosting it”). Also, please for the love of God, STOP BOOSTING YOUR POSTS. 

4. Website Engagement (Time on Site + Bounce Rate)

If people are leaving your site faster than your toddler exits a room with vegetables on the table… your messaging, design, or structure needs help.

Copy, clarity, and conversion flow matter. A lot.

Make sure your site answers:

• What is this?
• Who is it for?
• What should I do next?
  

Hot take: say it like a human, not a corporate robot from 2003.

5. Customer Retention + Repeat Purchases

It’s easier (and cheaper) to keep a happy customer than find a new one.

Retention KPIs look like:

• Returning visitors
• Repeat buyers
• Email engagement after the first purchase
• People replying “omg I love this” to your emails
  

If your marketing is set up right, people want to stick around. And that? That’s sustainable growth.

6. Revenue + Profit (Because…duh)

Let’s not pretend this isn’t the big one.

You didn’t start a business to collect impressions.
You started it to build income, freedom, and impact.

Your marketing should lead to more aligned sales. Period.

And if it’s not? It’s time to stop tweaking captions and start tweaking your strategy.

TL;DR (Too Long; Didn’t Read) 

Focus on KPIs That Connect to Action + Income

Forget chasing numbers that don’t pay the bills.

Track what moves people toward trusting you, buying from you, and coming back again.

That’s the kind of marketing that matters.
That’s LITERALLY WHAT WE DO
And yes, you can totally still be wearing sweats with a kid on your lap while doing it.

Want Help Tracking What Actually Matters?

We create brand strategies, websites, emails, and content that are as smart as they are scroll-stopping. And we track the metrics that matter, so you’re not left wondering, “But is this actually working?”

Ready to trade vanity metrics for real momentum?