Being found
Analytics, and the five numbers that matter
Most small business analytics reports are full of numbers that always go up and never change a decision. There is one test that sorts them.
What it is
The test
- If this number doubled tomorrow, would revenue move?
- Impressions. No. Followers. Usually no. Sessions. Only if they are the right people.
- Form submissions, calls answered, quotes sent, jobs won. Yes to all four.
How it works
The five worth having monthly
- Enquiries received, by source.
- Average time between an enquiry arriving and a human responding.
- Quotes sent.
- Jobs won.
- Average job value.
What to check
What each pattern tells you
- Plenty of enquiries and few quotes means a response problem, not a marketing one.
- Plenty of quotes and few wins means a pricing or trust problem.
- Everything healthy but flat revenue means an average value problem.
- Three different diagnoses, three different fixes, all invisible on a traffic chart.
Worth knowing
The attribution shortcut
- Ask every new customer how they heard about you and write it in the same place every time.
- A hundred of those beats a dashboard nobody trusts, because it captures the referral and the truck somebody saw, which no analytics tool can.
The short version
Cut the report to five numbers and one of them will tell you something you did not know.
Start here
Not sure which numbers to trust?
Tell us what you currently get in your monthly report. We will tell you which of it changes a decision and which of it is decoration.
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