Measuring marketing is one of the things most put off in small companies, because it seems complicated. But the essentials fit on one sheet with a few numbers, looked at every month. The novelty is that, besides the website and social media, it helps to look at what AI tools answer about your company, even with the limitations that has.
The main numbers
- Enquiries, by source. It is the most important number: how many, from where (Google, recommendation, social media, website, other). Use the question "how did you hear about us?", as explained in how to tell whether your website brings enquiries.
- How many became customers. The rate between enquiries and customers tells you whether the problem is in attracting or in the conversation.
- Searches for the company name. In Search Console and Bing Webmaster, see the searches that include your name. If they rise, more people know you.
- Clicks and impressions of the main pages. Which pages appear and how many people click, also in those two engines.
- Actions on the Google Business Profile: calls, direction requests and website clicks.
- Reviews: how many new, the average rating and whether there are replies still to give.
- Time to first reply to an enquiry. Short, and closely tied to conversion.
A sample of AI answers
Once a month, ask AI tools five questions a customer would ask about your service and your area, and record: was your company mentioned? Are the details right? Which sources did they cite? It is a small, manual sample, but it shows the trend. The article how to tell whether ChatGPT mentions your business explains how, and how to get mentioned gives the steps to improve.
What the numbers do not show
- Private conversations with AIs. Search Console and Bing show searches in the engines themselves, not what people ask in private conversations with AI tools.
- Those who do not accept cookies. If the website asks for consent, and it should, whoever declines does not appear in the statistics.
- Those who saw and got in touch through another channel. That is why the direct question to the customer counts.
What to avoid measuring alone
- Likes and followers, which say little without a link to enquiries.
- Website visits, without looking at actions.
- Google position for one word, which varies by person and place.
How to organise
- Verify the website in Search Console and Bing Webmaster, if it is not already.
- Make a monthly sheet with the seven numbers and a line of comment.
- Always compare with the previous month, and with the same month last year.
- Write, at the end of each month, one decision: continue, adjust or stop.
To read the website's statistics without being technical, see how to read Google Analytics. In Digital Marketing, the reports we make follow this logic: few numbers, read calmly, and a decision at the end.
The 2027 sheet
Create now a sheet with one row per month of 2027 and eight columns: enquiries, main source, new customers, brand searches, profile actions, new reviews, time to first reply and a note. Fill in January with the numbers you already have and, where a number is missing, write "to record" and define who will record it and how. Mark in the calendar the first working day of each month as sheet day. In three months, you will have a picture of the company's direction that no automatic report gives on its own, because you chose the numbers and understood what they mean.
In short
- Seven numbers are enough: enquiries by source, new customers, brand searches, main pages, profile actions, reviews and reply time.
- Add a monthly sample of AI answers, with the limitations it has.
- The numbers do not show private conversations or those who refuse cookies.
- A monthly sheet with a decision at the end is worth more than many reports.
Quick questions
How do I know what AI tools answer about my company?
By asking them the questions a customer would ask and recording the answers and sources, once a month. There is no way to see people's private conversations.
Are Search Console and Bing paid?
No, they are free. They ask for site verification, which whoever manages the website usually knows how to do.
Should I also measure social media?
Yes, but looking at messages, profile visits and enquiries that mention it, and not only likes and followers.
Want to define the few numbers to follow in 2027?
The exploratory call is a 30-minute conversation, at no cost. We define with you the few numbers to follow. You keep the written summary.
Book an exploratory call