Question
Which local marketing statistics should I track for my campaigns?
Answer
Track the numbers that connect spend to actual customers, not vanity metrics. A few core figures tell you whether a campaign is working and where to put the next dollar.
| Metric | What it tells you |
|---|---|
| Response rate | How many people act on your materials |
| Cost per acquisition | What you spend to win each new customer |
| Customer lifetime value | What each customer is worth over time |
- Make print measurable: add a unique coupon code or QR code so you can tie offline pieces to online conversions.
- Compare over time: watch trends across campaigns rather than judging a single mailing.
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