We devote a lot of time to growing our businesses—often around the loose metric of ‘more’. It’s worth defining what ‘more’ looks like for your business. You get closer to your goals when you match effort to desired outcomes, and you can’t do that without understanding which numbers you’re trying to move the needle on.

What are you measuring?

• Brand awareness.
• Market share.
• Brand engagement.
• Email open rates.
• Website visitors.
• Bounce rate.
• Social media shares.
• Customer acquisition.
• Conversion rates.
• Revenue.
• Profit margin.
• Return on marketing investment.
• Sales growth.
• Customer feedback.
• Employee engagement.
• Customer delight.
• Personal fulfilment.
• Legacy.

Sometimes the things that are top of mind are less significant than we realise and many of the things we forget to measure matter.

Image by Steve McFarland.