Measuring what matters: how to track digital marketing success (without drowning in data)

When it comes to digital marketing, it’s easy to get lost in a sea of numbers. Likes, impressions, bounce rates, followers, click-throughs… the list goes on. But are these really the stats that show whether your efforts are paying off?

For small businesses and charities especially, time and resources are precious. You need to know what’s working and what’s not, without spending half your life in spreadsheets.

Here’s how to focus on the numbers that genuinely matter.

Start with your goals

The most important question to ask is: what are you actually trying to achieve?

• Do you want more people to visit your website?
• Are you looking to grow your mailing list?
• Do you need to boost donations or sales?
• Is raising awareness your primary focus?

Your answers will shape which metrics are worth tracking. There’s no point worrying about Facebook likes if what you really need is email sign-ups.

Focus on outcomes, not just activity

A common trap is measuring the things that are easy to count (like post views or follower numbers) rather than the things that show real progress.

Some example metrics that focus on outcomes:

• Website conversions: Sign-ups, sales, donations, enquiries
• Email engagement: Open rates, click-through rates, unsubscribes
• Social engagement: Comments, shares, meaningful interactions (not just likes)
• Reach into new audiences: New followers from your target group, referral traffic from partners or collaborations

Don’t measure everything

Trying to track every possible data point is a quick way to burn out and miss what matters. Instead, pick 3-5 key metrics that relate directly to your goals.

Keep it simple. Check in regularly, but don’t feel the need to watch numbers like a hawk every day. Monthly or quarterly reviews are often enough to spot trends.

Use the right tools (but don’t overcomplicate it)

You don’t need expensive tools to track most key metrics:

• Google Analytics 4: For website traffic and conversion tracking
• Your email marketing platform: For open and click rates
• Social platform insights: Facebook, Instagram, LinkedIn, etc.

Make use of built-in reporting features before you consider paying for third-party tools. Often, the free options give you more than enough to make informed decisions.

Look for trends, not one-off spikes

A single post going viral can feel great but long-term growth and consistency are what really count.

• Are your numbers heading in the right direction over time?
• What kind of content tends to perform best?
• Which channels consistently deliver the outcomes you want?

Use this insight to shape your future efforts, rather than chasing vanity stats.

Final thought: keep your reporting human-friendly

Data is useful but only if it helps you make better decisions. If your reports feel like they need a PhD to understand, they’re probably not doing their job.

Focus on clear, simple reporting that highlights:

• What’s working
• What’s not
• What you’re going to do next

Because at the end of the day, good marketing isn’t about the biggest pile of data, it’s about results.

Photo: Ketut Subiyanto