1. Website trafficFor us, it's mostly checking for red flags.
Basically, that’s any spikes in traffic, either good or bad.


2.  Engagement ratesThis specifically refers to social media.
Engagement is when someone actually interacts with your posts.
Actions like sharing or commenting are always more valuable.


3. Sales PipelineWe'll talk more about this in our next episode.
This is a leading indicator for GreenMellen.
This is similar to a marketing funnel to track a customer's progress.


4. Click-through ratesThis specifically applies to email marketing.
Clicks are more valuable than opens, which aren’t as reliable.
Follow the users back to your website to watch what they do.


5. Cash balanceThis is a trailing indicator, but obviously quite important.
Try to keep at least a quarter’s worth of expenses on hand.


6. ConversionsWhat are you trying to get your audience to do?
Eg. fill out a form, download a file, buy a product, call you
Find ways to measure these things—eg. Google Analytics events
Once you can measure, you can optimize by testing to see what increases conversions


7. Support ticketsThis might not apply to your company, but we do a lot of support and maintenance for our clients.
We track both the number of tickets and our average response time.
GreenMellen uses Help Scout for that.


8. Return on investmentIt’s difficult to measure but very valuable
This is a bit like the marketer's holy grail—elusive and we're not sure if it really exists
This is why marketing is often the first thing to get cut—it's hard to accurately measure
This becomes easier if you can measure conversions and the customer lifetime value

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