The 4 metrics every SMB should track — but most don't
Most SMB dashboards track what platforms surface by default — impressions, engagement, quality score snapshots. This guide covers the four metrics that actually predict whether marketing is working. Read the summary below; email unlocks the full PDF with formulas and common mistakes.
- Cost per customer acquisition (CPA) — not CPL
- Return on ad spend (ROAS) verified against bank/CRM
- Customer lifetime value (LTV) as the CPA ceiling
- Conversion rate by channel and landing page
Sample checks below are free — no email required.
The four metrics (summary) — formulas in the PDF
- CPA = total marketing spend ÷ new paying customers (not leads)
- ROAS = attributed revenue ÷ ad spend — verify platform vs internal within ~20%
- LTV sets the ceiling on CPA — aim for LTV:CPA of at least 3:1
- Conversion rate by channel and landing page surfaces where revenue actually leaks
Who this is for
SMB owners drowning in dashboards who need a short list of outcome metrics — not vanity activity. Useful before a Google Ads or Meta audit so everyone agrees what “working” means.
Why only four
Activity metrics tell you you’re busy. Outcome metrics tell you the business is working. Track these four well and the rest of the dashboard becomes diagnostic, not primary.
What the full PDF includes
Definitions, formulas, “what good looks like” by model, and the common mistakes that make each metric lie — including CPL vs CPA confusion and unverified platform ROAS.
Want this run on your accounts?
The checklist is free. Applying it properly takes senior time — that's what our audits are for.
Free 24-hour audit