5 KPIs that All Local Businesses Should Track On Your KPI Dashboard – And 5 They Shouldn’t

Photo Credit: Pixabay

Photo Credit: Pixabay

There is a wealth of data that local businesses can and should be tracking in order to ensure that they are properly armed to make better business decisions.

But which metrics should you track?

All of them?


If data isn’t actionable or useful, don’t waste your time. A KPI is a key performance indicator – the metrics by which you measure your success. It’s a good idea to decide on the metrics that you care most about and put them together in a dashboard to make tracking easier/quicker.

Don’t: Overall Traffic

Overall traffic levels are easy to track, but for a local business they are not helpful. More important is local traffic. Sure, national traffic might also matter, but tracking your traffic levels across the board is a waste of time.

Instead, monitor traffic segmented by location, so that you can see local traffic, national traffic and maybe even international traffic separately.

Do: Traffic Sources

Where are your users/how are they finding you? If you’re getting traffic from India, it’s probably not converting. Filter out irrelevant traffic, figure out who are your most relevant visitors (probably the ones in your local area)…

And then consider where that traffic is coming from. Search engines? Local listings? Referral from other websites? Once you know where your best visitors are coming from, you can hone your marketing efforts accordingly.

Don’t: Conversion Rate

This is controversial, and yes, tracking conversions is probably worthwhile, but for local businesses your tracked conversion rate may be inaccurate since you never know how many people view your website and then simply come to your physical location.

Tracking engagement metrics such as views of your contact page, your menu pages, your about page etc… may be more helpful.

Do: Phone Calls

Tracking phone calls is tricky, but possible, and for many businesses it’s the most relevant conversion metric. This is especially true for businesses that take bookings over the phone.

There are loads of services which allow you to track phone calls through your website analytics.

Don’t: Complaints

Should you listen to customer feedback? Absolutely.

But tracking complaints isn’t a useful KPI. Complaints are not representative of your entire customer base because they only come from the customers who are not happy.

Use customer feedback to improve your service, and absolutely respond to complaints and fix problems. But using complaints as a KPI will just get you down!

Do: Customer Lifetime Value

Track your ROI on marketing campaigns makes sense. But unless you are tracking your customer’s lifetime value you can’t be sure that your ROI is accurate.

Tracking metrics related to repeat custom in order to estimate how much a new customer is truly worth to you. It’s not easy to track, but if you can do it, you can make better-informed marketing decisions.

Don’t: Devices

Local businesses have more mobile traffic, right?

Probably, but does that mean that tracking device usage is helpful?

If your website is not mobile friendly you may not get as much mobile traffic as you should. So you don’t get many mobile viewers, it might mean that your customers don’t use mobile devices, or it might mean that your site isn’t attracting mobile users – it’s hard to be sure.

Instead, track metrics that show you whether mobile users are being well served by your website.

Do: Mobile/Local Rankings

Tracking your SERP rankings is a popular strategy and it probably makes sense to do so. But are you tracking rankings for mobile/local users?

Google results are personalized based on location and the device you are using. And for a local business that is important. There are various ways you can track your rankings within a local area, and those are likely to be your most important ones.

Don’t: Facebook Likes

Getting Facebook likes (Retweets etc…) is nice and something to shoot for. But it would be far more helpful to track click through rates and how much traffic those platforms are sending you.

Looking at which posts historically get the most likes can be a useful way to hone your strategy, but tracking Facebook likes as a KPI might not be as helpful.

Do: Top Pages

Which pages on your site are most popular? This gives you a clue as to what your customers are looking for.

For example: If customers go straight to the contact page, it may mean they just want a phone number. You can use these clues to improve your navigation and make your most important information easier to find.


I’m not trying to tell you what to track, but to think about each metric that you do track. Which KPIs matter to your business might not matter to another. There’s no one size fits all answer.

Think carefully about which metrics truly impact your bottom line/are actionable. Put all of those metrics in the same place so that you can monitor them quickly and easily.


10.15 headshotThanks for reading my post. My name is Alex Johnson. I work for Cyfe – an online KPI dashboarding service, so as you’ll imagine, I care a lot about data and making it useful. Our philosophy at Cyfe is that the right data should be easily available.

The 5 Steps to Influencer Marketing in 2015

5StepsToInfluenceInfluencer marketing is a topic that has been discussed widely for years but as the web has developed and the influence of individuals has changed dramatically, so has the way approach them.

Essentially Influencer Marketing can be defined as the concept of creating relationships which are mutually beneficial to brand and influencer. The influencer receives something in return for the brand borrowing the social capital they possess. And social capital converts, in fact, AdWeek reports 92 percent of consumers trust recommendations from other people, even strangers, over branded content.

Branding and digital strategy expert, Minter Dial calls this concept of social capital, WIIFM (What’s in it for me). Influencer Marketing shouldn’t be about using others to your advantage it should be about creating common value between individuals and brand. By demonstrating value to your influencers, they will give support and affiliation in return.

There are five key areas to a successful influencer marketing campaign:

1. Identification: Where do you find your audiences and influencers?

First you need to lay out your strategy and set your objectives. This should give you an idea of the audience you want to reach. The next step is to identify where these communities exist and understand who is influencing them.

So start by thinking about who you want to reach. Regardless of if it’s car lovers or fast food enthusiasts the concept stays the same. With careful research, you will start to identify the influencers in these communities. These are the people who have the reach to amplify a message to the rest of the community.

2. Interaction: How do these influencers communicate? What content do they share?

Now you’ve identified these influencers you have to start thinking about what will engage them.

Whatever material you take to your influencers should be informed by how they are already communicating with each other. Are they sharing graph, infographics, images or articles? Where do they take this content from? Social? Newswires? Magazines? Forums? Once you have pulled out some common trends then you need to define the mix of channel and content best suited to your objectives.

3. Introductions: How can brands join these conversations in an authentic manner?

Obviously creating a relationship with someone doesn’t happen overnight. Imagine if you leaned in to kiss someone you had just met. It’s all a bit too much, a bit too soon. Remember integrity, honesty, and patience are the keys to building a relationship whether it is a personal one or a professional one.

Kick things off by explaining who you are to these influencers. Remember clarity is key. Make sure you explain why what you’re sharing will bring them benefits. Don’t ask for anything from them, make sure you are giving them something that will actually help them with their job. Every relationship must be mutually beneficial.

Innovation: What tools should you be using to carry out your campaign?

Obviously you wouldn’t chop down a tree with a steak knife or chop toast with a chainsaw. So why would you try to do everything we’ve explained without the right tools for the job?

Use technology to make thing easy, there’s a range of tools out there to automate admin, improve understanding and even identify influencers themselves. Interested in hearing more? Check out our 2015 guide to media relation tools.

4. Interpretation: How can you measure the impact on your business?

Every campaign can be measured differently and every outcome can be something else. The important thing to understand though is the impact can take time to come through.

So keep your eye on the prize and make sure everything you do is working towards the same objectives. This article from Rich Leigh explains more about how to set goals and measure results using Google Analytics.

Sound simple?

With the right strategy, tools and know-how, it should be. We’re social animals, it should almost come naturally but remember, start building relationships now and you will reap the rewards in the long term.

At Prezly, we’ve spent the last month speaking to some of the leading lights in marketing and communications to uncover what influencer marketing means to them. See what they had to say in the Slideshare below and don’t forget to check out our complete guide to influencer marketing.

20 influencer marketing quotes from Prezly

VincxFrederik Vincx is the co-founder of Prezly, a CRM for PR Pros. He spent the past 5 years building software that helps teams improve their relationship with the media, bloggers and stakeholders.
You can find him on Twitter and LinkedIn.