I was recently meeting with a client who was frustrated because she wasn’t getting enough likes and follows on social media. I asked her if her goal was to run a business or become an influencer. Society has led us to believe that we need to dance on TikTok to garner thousands of likes and reach clients, ultimately growing our business.  But think about it, what gets you to buy or share your email address with a company? Was it that they entertained you, or the fact that their message directly addressed your most significant challenges or concerns? 

It wasn’t long ago when I was also obsessed with my social media following count. I’d check it daily, celebrate every new few, and stress over every dip. My content strategy was driven by what I thought would get more likes and shares. I spent hours researching trending audio, designing elaborate graphics, and commenting on dozens of accounts, all in an effort to “grow my audience.”

Then, I looked at my sales. They weren’t growing at the same rate as my follower count. In fact, sometimes they felt stagnant. I was pouring a great deal of time and energy into what I now call “vanity metrics” – those easily measured numbers that look impressive but don’t directly translate to revenue. I was spending so much time and working so hard; it was a painful lesson.

The cold, hard truth? While likes, shares, and followers can feel good, they’re often a massive time drain that quietly kills your profits if you’re not focusing on what truly matters.

Think about it: A huge follower count is fantastic for ego, but if those followers aren’t buying, commenting with genuine interest, or taking action, they’re just numbers. In fact, a recent study by Sprout Social found that while social media engagement rates vary, they are often relatively low compared to follower counts, reinforcing that a large audience doesn’t automatically translate to a profitable one.

Five Critical Digital Measurements to Grow Your Business.

1. Website Conversion Rate

This is gold. Your conversion rate indicates the percentage of website or landing page visitors who take a desired action, such as purchasing a product, signing up for your email list, or scheduling a call. If 100 people visit your site and five take action, your conversion rate is 5%. This metric directly impacts sales. Improving this number, even by a few percentage points, can dramatically increase your revenue without needing more traffic. The best way to do this is to ensure that your website clearly addresses how your company solves their pain point, and then making it easy to navigate and take the desired action. If they have made it to your website, you have gotten their attention and have something they want; don’t make it hard for them to take action. 

2. Lead Generation Cost (Customer Acquisition Cost)

How much does it cost you to get a new lead or a new customer? What is the return on that investment? This measurement includes your ad spend, content creation time, software, etc. Knowing this number helps you understand the efficiency and effectiveness of your marketing campaigns. It is essential to track this often and on each channel. Identify the channels that are delivering the best and most targeted customers. If it costs you $50 to acquire a customer who only spends $30, you’re losing money. However, if you invest $200 in a lead that spends $1,500, then this is an excellent investment. It is essential to try different tactics to reach your ideal customers and then double down on those that deliver results. Businesses that actively measure and optimize their CAC can improve profitability by up to 20%.

3. Email List Growth & Engagement

Your email list is your most valuable asset. Unlike social media algorithms, you own your list, and it’s a direct line to your audience. Track not just how many subscribers you have, but also your open rates and click-through rates, and the tools and channels that generated the leads. High engagement here means your audience is interested and receptive to your offers, and is likely to continue buying from you. 

4. Customer Lifetime Value (CLTV)

How much revenue does a customer bring to your business over the entire period they do business with you? What is the profile of that customer? This is crucial for understanding the long-term health and potential of your business. If your CLTV is high, you can afford to spend more to acquire customers who look like your most valuable customers, knowing they’ll generate significant revenue over time. Focusing on customer retention strategies, including continuing to share valuable content and offering more products and services, they are likely to continue investing will positively impact CLTV.

5. Engagement on Your Core Sales Channels

While social media likes are often vanity, meaningful engagement on platforms where you actively sell or nurture leads is vital. This means tracking comments on sales pages, questions in your DMs leading to conversions, shares of your lead magnet, or direct messages asking for more information about your services. Look for interactions that indicate genuine interest and intent, not just casual likes. For example, I track how many DMs I receive on a specific topic, and the profile of who is sending them, which then convert into discovery calls. That’s real engagement that matters.

Shifting your focus from vanity metrics to these actionable measurements won’t just save you time; it will empower you to make smarter, more profitable decisions for your business. You’ll stop chasing fleeting approval and start building a sustainable, thriving enterprise.

Ready to get serious about what really matters and transform your marketing efforts into a lead-generating, profit-driving machine?

I’ve put together a comprehensive, FREE resource designed specifically for busy women entrepreneurs like you. It’s time to stop guessing and start growing.

Download your copy of the Seriously Savvy Business Marketing Blueprint today!

This blueprint will guide you step-by-step through identifying the right metrics, optimizing your strategies, and ensuring that every precious minute you spend on marketing directly contributes to your bottom line. Let’s make your business not just visible, but undeniably valuable.