3 Numbers Every Marketer Needs to Know

When it comes to marketing, your data’s got to tell the whole story—not just the highlights. You can’t just look at one piece; it’s about numbers, conversion rates, and cost. Think about it this way: if you’re tracking leads without digging into how they convert and how much it costs to bring them in, you’re only getting part of the picture. 

Here’s a closer look at the three critical numbers that should be on every marketer’s radar to drive real growth.

1. Leads by Source—Are They Flowing?

Start with the basics: how many leads are coming in, and where are they coming from? Tracking your number of leads by source each week gives you a strong foundation. Leads are at the top of the funnel, so nailing down the sources is critical. Got a form that’s not properly set up? You’re risking incomplete or misleading data.

Leads by source reveal what’s driving traffic and where it’s turning into real interest. 

A pro tip: Check your sources consistently to ensure every lead-generating form is working as it should. Clean data here means fewer questions from your CEO about data accuracy—yes, it’s that important.

2. Conversion Rate—Are They Moving Down the Funnel?

A lead is nice, but a converted lead? That’s golden. Conversion rates tell you how effectively those leads move through each stage of the funnel. Watch your conversion rate from lead to Marketing Qualified Lead (MQL) and Sales Qualified Lead (SQL)—every stage matters.

Don’t forget: SQLs and closed/won deals might be sales metrics, but they’re marketing’s responsibility too. This number gives you a reality check on whether your messaging is moving people in the right direction. If your conversion rate drops at any point, it’s time to adjust your messaging or look at alignment issues between sales and marketing.

3. Cost Per Lead—How Much Are You Really Spending?

This is the kicker: cost per lead (CPL) ties everything together. It’s the number you’ll need if you’re ever going to convince your CEO that your efforts deserve more budget. By connecting spend with conversion, CPL tells you if you’re spending smart—or just spending. When you see dollar signs along with your lead and conversion numbers, you can tell if that paid social campaign is delivering, or if it’s time to cut.

A high CPL and low conversion rate? Red flag. And if those numbers are tight, it’s proof that your strategy is working efficiently. Having these numbers in one view lets you make faster, more impactful decisions that align with your CEO’s big questions: Are we getting leads? Are they converting? And is it worth the cost?

The Big Takeaway

In the end, three numbers—lead count, conversion rate, and cost per lead—tell the full story of your marketing impact. They give you the ammo you need to show your CEO exactly what’s working (and why you deserve more budget). Make it easy on yourself with clean, automated data collection, and ensure everyone’s on the same page with definitions of lead stages across your team.

Need help turning numbers into action? At Taylor Street Collective, we’re pros at translating data into strategy, refining every metric, and driving real growth. Let’s work together to measure, optimize, and elevate your marketing impact. Reach out today, and let’s get started.

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