The Must-KNOW Marketing Metrics for Business Growth

If you want to take some stress off your shoulders and actually know what you're going to make at the end of each month, I'm going to share with you in this video the marketing metrics that you should track every single week. Because these metrics will really help you know if you're going to be in the green at the end of the month, even if you have to make a change because things aren't going well that month, and course correct to ensure you're profitable at the end of the month. Now, if you know you want to start getting consistent, tracking your metrics and being more in tune with your business, hit that like button right now. So I know you're interested in more videos around metrics in your business. Now, if you checked out last week's video, I talked about your end goal. What is it that you actually want to make each year to feel good? This is your finish line. And if you don't know what your finish line is, it's invisible, right? And you're going to keep going because you have no idea when you got to the end. So if you don't know when you're getting to the end, you don't know what metrics you should be tracking and if you're getting close to hitting any type of benchmarks to ensure you're making enough money in your business. So we've got to reverse engineer and like I said in the last video, start with knowing what you need to make each year in your business, because then you can really start to figure out how many sales calls you need to book, how many applications you need to get, how many inquiries you need to have, how many course sales you need to have, how big your email list needs to be to hit that launch goal the next time you launch. And we can find out all of these metrics, and we're going to break that down here. But I first want to preface before we dive into this, everything I'm going to be sharing with you is specific to organic traffic or organic efforts. Running ads on Instagram or Facebook or YouTube or anywhere is freaking expensive. And if you don't have a solid grip on your current marketing efforts, your organic marketing efforts that you aren't paying for, so to speak, I personally wouldn't take a gamble on ads, but once you got a handle on the following metrics that I'm going to share with you and a good routine of checking them every week to see are they going up, are they going down, are they consistent, you'll have a better idea if and when it's time for you to start putting money into ads. Because if you can't hit good marketing metrics with your warm, organic traffic, Facebook cold traffic is even harder. All right, so the first metric you want to track every single week is your traffic sources and the volume of traffic. So traffic sources is where people are coming from that go to your opt in page. Now. This could be a free lead magnet, a webinar, a challenge signup up, a inquiry page, a book, a call with me, an application page, anything that is getting them on your email list that could be buying as well. This is why it is so important to have your Google Analytics set up and understand how to read your Google Analytics. This is probably the biggest thing I wish I would have done eight years ago when I started my business. Because since I've gotten into understanding my Google Analytics and tracking it, it has made a world of difference for me and it has allowed me to truly understand what I'm doing in my business. If it's working or not. These metrics will tell you, should you be on YouTube? If you're on YouTube right now, is it working for you? Should you take a break? Because it's just not getting your traffic. Same thing with Instagram, same thing with Facebook even. Because if you are showing up every single week on a platform and you look at the traffic coming to your pages, if you aren't getting traffic from those platforms, it could be a solid indicator that maybe not focus so much on that platform and actually focus on a platform that is driving you traffic. I did this exercise in the summer of 2022. I wanted to see if TikTok would be advantageous to my marketing plan. I was on TikTok consistently two times a day for about six weeks. And the traffic that I saw from TikTok over six weeks, two posts a day, was one person. What that told me is cool. I don't have FOMO by not showing up on TikTok because I have proof that I'm not getting the traffic that I need to continue creating content for TikTok. There could be multiple reasons why one platform is doing better for you. You could be better categorized in a platform. Maybe yout or Instagram figured out who was the best type of person to put your content in front of. But until you see the data with Google Analytics, you're not going to know which platform is actually helping you by driving traffic to your opt in pages. Once you know that, you can then double down your efforts on the platform that is driving you traffic so you can start to drive more traffic to your pages. This is exactly why I decided to have a Google Analytics expert inside of my coaching program. Her name is Carrie Poppleton. She has helped me set up my Google Analytics, my dashboard. She has taught multiple workshops in my coaching program and she also answers questions daily from my coaching clients to ensure they have their Google Analytics set up and we can make sure their marketing efforts are paying off. Here's what my Google Analytics dashboard looks like and why it's so important. Like I mentioned, it's going to tell me how much traffic I got from YouTube, how much traffic I got from Instagram, how many actually bought. Now this direct could be coming from YouTube. I actually need to improve upon tracking my Google Analytics. I'm not doing everything right, but I am getting started because here on YouTube I tell you to go to trina little.com forward/ppv which is direct traffic. So I do need to work on that. But it also allows me to see what my conversion rate is if we look at the last week of data. Because again I mentioned tracking this every single week and I go to the last seven days I apply it. I can now see that my conversion rates over the last seven days traffic has been down a bit, but the traffic that is coming is an 8.7% click through rate. So again, this is why it's so important. I could also look at, okay, did traffic go down from YouTube or Instagram? I know I've been off Instagram a little bit. It's been hard to get consistent. Kids have been off school, we've had the flu. And so that could be a reason. We're also talking a little bit different topics over on YouTube. Like we were talking about content marketing, so maybe it didn't directly relate to people coming over here. But you can see this by having Google Analytics set up. And this is our Facebook traffic. So our Facebook ad traffic, we can see that our ads convert at about a 10% when we get traffic there. We've just had a hard time getting traffic from ads and that's something that we are working on. Okay. Now we talked about knowing where our traffic is coming from. We also need to know how much traffic is actually coming to those pages. This is the biggest issue I see with all of my coaching clients. They come to me, they want to make more money, they want to make more sales, book more clients. But when we look at the number of traffic to their page, it's just not where it needs to be for them to hit the number that they want to hit. For example, when I dive into their marketing metrics with them, I help them get their Google Analytics dashboard set up. We can look at are our conversion rates on point? Meaning based on the amount of people that come to your page, are you converting about a two to two and a half percent? If you are and you still aren't hitting your sales goals, that's a traffic problem. We know that we don't need to worry about that particular sales page or landing page. It is on point. What you now need to focus on is your marketing efforts to get people to that page. For example, let's say when we look at your traffic to your page, there are a hundred people that land on that page in any given month and an average sales page conversion rate is about 2%. This means if you made two sales that month, that's pretty normal. But if you want to make more than two sales, it's going to be harder to increase the conversion rate. You've got to focus on getting more people to that page to get more sales. And this is where you need to go back to your traffic sources in which platforms are driving you the most traffic and double downing on those platforms to get more people to your page to get more sales or inquiries or calls booked. Every Monday I have a team meeting where we review these markets marketing metrics. Some of my team members have specific metrics that they are responsible for so they will pull the numbers and bring them to the team meeting so we can review them. One of the most important marketing metrics for us is ensuring we are increasing our traffic to our profit per view sales page. What we look at is did traffic increase? Fantastic. What did we do differently last week? Was it a video topic? Was it an Instagram reel? Were our Facebook ads converting better or did our profit per view sales page decrease? Why did it decrease that our Facebook ads not work? Did our content not perform perform as well? You've got to take a pause every week to look at these numbers. Otherwise you're just going to be doing things you think you need to do that's not going to actually make a difference in your business. Now you heard me mention this metric earlier, but the second metric you need to be tracking is conversion rates. This number is based on the amount of people that landed on your page, how many bought or opted in. That is your conversion rate. There is really two important reasons why you must be tracking this every week. As I mentioned, 2% is about industry standard for a sales page. In fact, Funnel Gorgeous has an amazing course called Funnel rx. In fact, I believe it's so amazing I give it to every single one of my coaching clients. And it comes with a spreadsheet for you to track these conversion metrics. Let me actually show you what that looks like. This is the Funnel RX workbook. Again, all of my clients get access to this for free. And the reason why it's so important is because we can see what's working and what's not. So I've plugged in information to my profit per view traffic and sales from a prior week and in one week we were able to get about 130 views to that page seven purchase in a week. That's a 5, 3 conversion rate. If we look over here, this green tells us that is good for industry standards. So I'm above, I'm green. And again, you can plug these numbers in and it will automatically turn green. So let's say instead of seven, let's say we only got three sales that's going to turn yellow. And say actually it's not the best it could be. We may want to focus on it. Let's say, you know, maybe we only got two sales and see if we can get to turn red. Let's say no, still not red. But this was seven. Then the bump that I talked about, we had five out of the seven purchases get the bump. That's over a 71%. An industry standard is a 30%. Same thing with the one time offer. Out of the seven purchases, six of them meaning 85% bought the one time offer, which is way above standard. Now this starts to calculate the revenue, it spits it all out. All you need to do is end enter the data in the gray boxes and then the green is spit it out. And all the red, all the white boxes spit out data as well. So I could put in here my ad spend. If we said, you know, that week we spent, I don't know, $430, it's then going to tell me my net profit was $133 that week. 136. Sorry, but it's telling me my average cart value is $80. Because we have such a high conversion rate for our bump and our one time offer that most people, people aren't just spending $37 with me, they are spending about $80 with me. This is why it's so important to understand and have this tracker set up and be tracking this every week so you can see, oh, my conversion rate went down this week. Why did it go down? My traffic went Down. Why did it go down? This is what's going to allow you to pivot and make changes quickly before the end of the month where you're like, oh crap, I don't have enough money to pay my bills. This has been so helpful for my team and I because we have hosted our profit per view workshop about seven times now and from the start able to track our sales page conversion rate. So all we needed to focus on were small tweaks to that sales page to just make it a little bit better. But the majority of our efforts was going into marketing to get people to that sales page because we knew it was converting industry standard or above, we didn't really need to mess with it. We could put our time into getting people to that page. Now, seven times out, that sales page is converting consistently at about a 7%, which is is amazing. So we haven't even touched it, but we still track it every single week to ensure we're staying at 7% because at some time it's probably going to decline and we're going to need to figure out how to refresh that page to get up to a good conversion rate. The next metric you need to be tracking every single week is acquired customers. I know this sounds like a duh metric, but it's important to track how many customers, how many clients, how many inquiries you've attained each week. I do think this needs to be a weekly metric you track because if you wait until the end of the month to track this, you don't have time to course correct. If you're realizing the second week into the month you're down about 10 sales and you're not going to hit the revenue number you need to be profitable in your business. That's when you can make a decision. Do you need to do a flash sale? Do you need to do a product spotlight? Can you do something to make up that revenue number to ensure at the end of the month you're not in the negative? Because I've totally been there and I wish I would have course corrected earlier in the month so I wouldn't have had that. We're in the negative this month. You're already going to be tracking this metric anyways if you are tracking your conversion rates. But again, I would make time to actually review your customers acquired every single week. So again, you can make that quick pivot if you need to. I'm curious, are you tracking any of these metrics? Metrics weekly or monthly? No judgment if you're not. Like I said, it took me Far too long to get into this routine of my metrics. So if you aren't, let me know down in the comments below which ones you're most interested in tracking. And if you are doing some weekly marketing metrics, share with me your favorite ones you're tracking in the comments. The next metric you need to be tracking each week is average cart value. This metric is incredibly important if your goal is to increase revenue in your business business. So I want you to think about if you are checking out online on like American Eagle or Amazon. You know how they recommend other products for you when you are checking out. Or even think Sephora or the grocery store right when you get to the checkout there are all these distractions to try to get you to buy more. They are trying to increase the cart value at the very last minute with online businesses like course credit creators and coaches. You can do this too. And it doesn't have to be super complicated to do either. My funnel software, FG Funnels gives me a super easy ability to add a bump and a one time offer to my digital products or my profit per view course for example. Profit per view. I'm basically teaching the beginnings of building a YouTube strategy for your business. I walk through my keyword process called the Profitable Keyword process. So I think if somebody's interested in building a strategy for YouTube and that workshop is focused on just teaching you the strategy piece, what may they also be interested that they would want to add to their cart? So I added my YouTube script template as a bump. A $17 extra as they're checking out that they can add. This sucker converts like gangbusters. About 75% of people who purchase Profit per view also add the $17 script tem plate to their cart. That now means I'm not just making $37 per purchase, I'm now increasing my cart value to $54. Again. Let me show you what this looks like. This is inside of FG Funnels and this is my organic funnel for profit per view. You see we have the sales page, the checkout page, the one time offer and then the purchase confirmation. Now what I can do here is add the product not on the sales page because that's not where people are checking out but on the checkout page. I can easily add my product here and a bump. So what happens is you can check add product and in here they have additional options and this is where you can super easily add a bump. It makes adding these extras, it makes getting your cart value higher so much easier because they don't have to put their credit card number in again or they don't have to check out again. You don't have to figure out any special coding for this. Funnel Gorgeous already puts this in here. Then if we go to the oto you can see that I also have this set up as a one time offer. So again if I go to product and I go to additional options, I can come in here, make this a one time offer, set it up to the product that they get and they don't have to plug their credit card in a second time. So if we look at this, you can see here is what the checkout page looks like once you put your name and email address in here. Then when you come to the billing information they have the profit per view checked. But hey, do you want to get this YouTube scripts that sell it's a valued at $47 and you can add it to the cart for 17 DOL. If they check that then they add it to their itemized list and all they have to do is purchase from there. They don't want it, they uncheck it. Now if we look at the one time offer page, we come up here now because they would have already gone through the checkout page right this right here, put in their credit card information. They don't need to put it in again because Funnel Gorgeous already has the software set up that when they get to this one time offer, all they have to do is click this button and it already has the credit card on file for from purchasing, the profit per view and possibly the bump. So it makes it super easy. It's just a click. They don't have to type in their credit card. Again, this is what makes fun of Gorgeous an amazing platform and it makes it so much easier for me to increase my cart value. I do actually have a link in the description box below if you want to try out FG Funnels for free for 14 days. I forget what it is. I'll pop it up here on the screen right now it might be trinaloto.com forward/fg free free. But I will put it on the screen for short and there will be a link in the description box just for you to test this out. If you're interested in seeing if this may be something that you want to increase your cart value as well. Now knowing what your average cart value will also help you when you decide to start running ads. Because if you know you have a product that's $37 but you have these extras and your average Cart value is like mine, $80. I know I can be comfortable spending about $80 a lead because I make that back after my bump in my oto. So I could spend a little bit more on acquiring a lead on Facebook without technically being in the hole. The next metrics I want to dive into are email marketing metrics. If you're building an email list, which I really hope you are, you need to make sure you're optimizing it the best you possibly can. This is the only thing you actually own, has a business, business owner, because you don't own YouTube, you don't own Instagram, and your email list is yours. So you need to make sure you're getting people conditioned to not only open your email, but reading it and clicking on the links you suggest. So the first email marketing metric you should be tracking are open rates. We track this every single week with our newsletters. We try to see what we are doing to get our newsletter open rate above of our average. We've been tracking this metric for years so we have our average open rate and we can try things to encourage higher open rate numbers. But if we don't know what our average is, we don't know if what we are doing in the subject line is increasing or decreasing open rates. Things we have tested to try to increase open rates are adding emojis to the subject lines, testing different formats or different structures of the title of the email, sending different times of the day, even sending different dates, days. And like I said, since we have that historical data, we're able to see if these things are actually helping or hurting our open rates. The other email marketing metric you want to be tracking is click through rates. Click through rate is how many people who opened your email, then click on a link in your email. This metric is critical when you are in a launch or you're trying to sell something to your email list. Because if you can't get people to click, you can't get people to to your sales page or opt in page. So for example, let's do some easy math here. You have an email list of a thousand people. Your average open rate is 40%. That means about 400 people of your 1000 email list actually open your email. Now a standard click through rate is about one and a half to 2%. So even if we go with the higher end, the 2% click through rate and those 400 people people opened your email, only 8%. Remember, 2% of the 400 that open will actually click on your link. So we need to know what those numbers are so you realistically can map out or understand what you can get to your sales page in a launch and plan for that. And your metrics could be totally different. You could have higher numbers, but you need to start tracking them to see what your actual numbers are. There are actually a few more metrics I want to talk you through in the next video, and Those are specifically YouTube metrics. As a business owner, you've got to be tracking, especially if you want to use YouTube to make more sales in your business or book clients. So click the video that's on your screen right now to see what I track every week when it comes to my YouTube metrics. And if you're interested in seeing the different metrics that I track for an application funnel, go ahead and comment. Apply below so I know that's a video I should add to my docket. See in the next video.