We know you’ve heard it time and time again: “You need to look at your numbers!”

And maybe you’ve nodded, liked a post, bookmarked a podcast, and thought, Yes, I should really do that.

But then you open Google Analytics or your Instagram insights, and…what are you even supposed to look for?

If you're a small business owner, either doing your own marketing or with a small team, you don’t have time to waste poking around analytics for every channel you’re on. But with the right tools, and some clarity about what you’re looking for, it really is a crucial task that can help you grow your business. 

Because here’s the thing: You can’t fix what you’re not tracking.

Looking at your numbers is how you figure out what’s ultimately driving revenue, what’s not, and what to do next. It's how you make smart, strategic decisions instead of playing marketing whack-a-mole.

In this post, we’re going to talk about:

• What your marketing numbers mean
• How to actually use your numbers to make your marketing more effective
• Using a KPI dashboard to make it easier to know what’s working

What “Your Numbers” Actually Means

Not all data is useful, full stop. So, looking at your numbers doesn’t mean becoming an expert in Google Analytics or data analysis (don’t worry). That said, certain key metrics can tell you a lot about how your marketing is performing and where to focus next–you just need to know what those metrics are.  

Here's what you really need to pay attention to:

1. Traffic

What to track: Website visits, where that traffic is coming from (like Instagram, Google, or referrals), what pages people land on, and their bounce rate. 

Why it matters: Traffic is the gateway to everything else. If people aren’t visiting your site, they’re not learning about what you offer. That said, not all traffic is created equal. A smaller number of engaged visitors is better than a high number of people bouncing off your homepage.

Tracking traffic helps answer questions like:

• Did your latest Instagram post send anyone to your site?
• Is your blog driving traffic over time?
• Are people finding you on Google or only through social?
• Are people bouncing off my site too quickly when they visit?
  

2. Leads

What to track: Email signups, inquiry form submissions, DMs, opt-ins—anything that shows someone is raising their hand and saying, “I’m interested.”

Why it matters: Leads are the bridge between interest and action. You need to know how many people are entering your funnel or getting closer to buying from you. Otherwise, it’s hard to tell whether your content is actually converting attention into potential customers.

3. Conversions

What to track: Sales, bookings, purchases, or actual money in the bank.

Why it matters: This is the metric most business owners care about, and for good reason. Conversions are proof that your marketing efforts are turning interest into revenue. But without tracking the steps that lead to a conversion, it’s hard to diagnose what’s working (or not).

Looking at conversions helps you:

• Identify your highest-performing offers
• Understand which campaigns bring the most sales
• Plan for future promotions with confidence

4. Engagement

What to track: Likes, shares, saves, comments, replies, DMs.

Why it matters: Engagement shows whether your content is landing with your audience. It’s not just about vanity metrics, it’s feedback. When people are interacting with your content, it means it’s resonating. And when they’re not? That’s information too.

You can use this insight to:

• See what types of posts spark the most interest
• Test messaging or topics before turning them into full campaigns
• Build trust and community around your brand

5. Consistency

What to track: How often you’re posting, emailing, or otherwise showing up in your marketing. Are you sticking to your plan?

Why it matters: Marketing doesn’t work if you only show up when you feel like it. Consistency builds momentum, audience trust, and algorithm favor. Even a simple cadence, like posting three times a week or sending a monthly newsletter, can have a big impact.

And let’s be real: if you’re not tracking this, it’s easy to assume you're “doing marketing,” when really, it’s been two weeks since your last post.

Feel like you’re actually good at marketing? This post or how to tell if you’re good at marketing will help you know for sure! 

How to Actually Use This Info

Okay, so now you’re tracking the right numbers. But what do you do with them?

Data is only helpful if it leads to action, so here’s how to make your metrics work for you:

1. Spot What’s Growing vs. What’s Flat

Start by looking at changes over time. Are your website visits going up, staying steady, or dropping off? Are you getting more email signups or fewer? Look for trends in your key KPIs rather than obsessing over daily changes.

If something is growing, great—keep doing it. If something is flat or declining, that’s a sign to re-evaluate.

2. Tweak Your Strategy Based on Performance

Let’s say you’ve been posting carousels on Instagram, but engagement is tanking. Maybe it’s time to test Reels. Or if your email open rates have dropped, maybe your subject lines need a refresh.

The key is to experiment, test, and iterate based on the numbers, not just what’s trending or what you want to focus on. 

In the video below, we share how we created our 2025 marketing strategy based on what we saw the year before!

3. Double Down on What’s Working

You wrote a blog post that’s getting lots of traffic? Great work! Now repurpose it into an email. Turn it into a few social posts. Build a Reel around the same idea.

There’s no need to constantly reinvent the wheel. Let your best-performing content lead the way, so it can save you time in achieving your goals. 

4. Let Go of What’s Not Serving You

Sometimes, a platform, tactic, or content format just doesn’t work for your business. If you've given it a fair shot and it’s not delivering, it’s okay to move on. The goal isn’t to be everywhere, it’s to be effective in the places that matter.

You don’t need to be on every platform, and you don’t need to participate in every trend. You need to be where your audience is and where your energy gets results.

Use Enji’s KPI Dashboard to Master Your Numbers

All of this sounds great in theory, but how do you actually track everything without spreadsheets or mental gymnastics?

That’s where Enji comes in.

Enji’s built-in KPI dashboard gives you a clear, real-time snapshot of your most important numbers, all in one place. You can easily track:

• Website traffic (and where it’s coming from)
• Lead capture performance
• Sales and conversions
• Content consistency
• Social engagement trends
  
  

No more opening five tabs to check what’s working. No more wondering if your efforts are paying off. Just clean, helpful data that makes it easier to take action.

Want to see it in action? Watch the demo here.

The Bottom Line

“Look at your numbers” isn’t just good advice, it’s how you build a business that grows on purpose.

When you know your traffic, leads, conversions, engagement, and consistency, you stop guessing. You start adjusting. You start leading with what’s working and letting go of what’s not.

It’s not about becoming a full-time analyst. It’s about giving yourself the clarity to lead with confidence, and with Enji’s KPI dashboard, clarity is just a click away.

Want a marketing system that makes tracking and decision-making easier? Try Enji free and take control of your numbers without the overwhelm.