Fall is the season of change. The air shifts, the leaves turn, and it’s the perfect time to take a hard look at your marketing.
So let’s get right to it. Here’s the question that really matters:
Are you measuring what actually moves your business forward?
Too often, business owners get caught up in what I call “vanity metrics.” You know the ones. Things like likes, follows, and impressions feel exciting in the moment, but they don’t always translate into growth. Seriously, if your post got 1,000 likes but brought in zero leads, did it really help your business?
Let’s break it down.
What You Think Matters vs. What Actually Matters
It’s easy to get distracted by numbers that look good on the surface. But real growth comes from focusing on the metrics that sustain your business.
- Likes & Follows → Great for the ego, not always for revenue.
- Reach & Impressions → Nice to know, but doesn’t equal action.
- Shares & Comments → Getting warmer, because they show engagement.
- Leads, Sales, and Conversions → Boom. These are the metrics that keep the lights on.
Real marketing growth comes from tracking numbers tied directly to your goals. If your goal is brand awareness, then reach matters. If your goal is sales, then conversions matter a whole lot more than comments. It’s not about ignoring some metrics completely, it’s about giving the right ones the weight they deserve.
Why Measurement Creates Clarity
Peter Drucker famously said, “What gets measured, gets managed.” He wasn’t wrong. If you’re not tracking the right things, you’re not managing the right things. End of story.
Measuring what matters helps you:
- See where to put more energy.
- Spot what’s wasting your time and budget.
- Get clarity on what’s working so you can double down on it.
- Cut out all the noise that doesn’t move the needle.
It’s the difference between being busy and being productive.
How to Start Measuring What Matters
Feeling a little overwhelmed? Don’t be. You don’t need to track every possible metric under the sun. That’s a fast track to burnout. Just focus on the ones that connect directly to your business goals.
Let’s make this simple.
- Want more clients? Track leads generated and your conversion rates.
- Selling products? Watch your sales figures per campaign.
- Building brand awareness? Monitor reach alongside engagement rates.
Pick three core metrics that tie directly to your main goals and start tracking them consistently. That’s it. Just three. You can build from there, but for now, this focus will give you the clarity you need to make smarter decisions.
Your Next Step
This season, don’t just change your content… change what you’re measuring.
It’s time to shift your focus from the numbers that feel good to the numbers that actually grow your business. When you gain that kind of clarity, you can finally move forward with purpose and confidence.
Because when you measure what matters, you can stop wasting time on what doesn’t. Period.