The Metrics That Actually Matter

Impressions, clicks, and followers are easy to grow and easy to report. They are also easy to confuse with progress.

Start from revenue

Work backward from the numbers finance cares about: new customers, cost to acquire them, and how much they are worth over time.

Pick leading indicators carefully

Choose early signals that genuinely predict those outcomes — qualified leads, trial starts, repeat visits — and ignore the rest in weekly reviews.