The Marketing Metrics That Actually Matter for Solopreneurs
MARKETING
Dennis Geelen
2 min read
As a solopreneur, you don’t have time to track every marketing metric under the sun—and you don’t need to. Too many business owners get stuck chasing vanity metrics like likes, followers, and page views, without really knowing what’s moving the needle in their business.
You’re not a content creator trying to go viral. You’re a business owner trying to attract clients. That means your marketing metrics need to tell you one thing: is this leading to meaningful conversations, leads, and sales?
Here are the marketing metrics that actually matter for solopreneurs—and how to track them.
1. Website Traffic (But Only the Right Kind)
Not all traffic is created equal. Instead of obsessing over how many people visit your site, focus on how they got there and what they do once they arrive.
Use Google Analytics to track:
Which blog posts bring the most visitors
How long people stay on your site
Which pages they visit before they leave
High traffic with low engagement? You’re attracting the wrong audience. Low traffic with high engagement? Time to double down on what’s working and promote it more widely.
2. Email List Growth
Your email list is one of your most valuable marketing assets. It’s not just a number, it’s a signal that people want to hear from you.
Track:
New subscribers per week or month
Conversion rate on your opt-in form or lead magnet
Open rates and click-through rates on your emails
If people are signing up and opening your emails, you’re doing something right. If not, it might be time to revisit your messaging or offer.
3. Conversion Rate
This is the percentage of people who take action after engaging with your content, whether that’s booking a call, buying a course, or joining your community.
Track:
Calls booked per number of website visitors
Course sales per email campaign
DM conversations turned into paying clients
Even with small numbers, conversion rate tells you how effective your marketing is at guiding people to the next step.
4. Engagement That Leads to Conversations
Engagement alone doesn’t pay the bills, but engagement that leads to real conversations does. Pay attention to:
Comments that show genuine interest or alignment
DMs that come from your posts
Replies to your emails
You’re not trying to build an audience. You’re trying to build relationships that lead to trust and sales.
5. Lead Source Breakdown
Do you know where your clients are coming from? Understanding which platform or strategy is actually generating leads can help you stop wasting time and double down on what works.
Track:
Where each lead found you (LinkedIn, YouTube, blog, referral, etc.)
What content they interacted with before reaching out
What marketing effort they responded to (freebie, post, email, webinar, etc.)
This metric is especially helpful when you’re trying to choose where to spend your energy—and where to pull back.
Final Thought
As a solopreneur, clarity beats complexity. You don’t need to track everything—you just need to track the right things. The goal of your marketing isn’t popularity. It’s connection, conversation, and conversion.
So stop chasing likes and start tracking what actually builds your business.
Want help building a simple marketing system that works?
If you’re tired of throwing content out into the void and hoping something sticks, let’s fix that. In my 1:1 coaching, I’ll help you build a lean, effective marketing strategy tailored to your business, your strengths, and your goals.