Which number should I really track?

Four numbers: customer acquisition cost (CAC), customer lifetime value (LTV), conversion rate at each funnel stage, and lead response time. If you want just one, the LTV-to-CAC ratio.

We don't have enough data for these calculations — now what?

That itself is the first finding. Start recording this month: every lead in a single list with source and outcome. After two months, the four numbers will be computable.

How do we keep this going over time?

A thirty-minute monthly review on the calendar: last month's numbers next to the previous three, and for each worse number exactly one specific action. The trend matters more than the absolute number.

Measuring What Matters: The Numbers to Track

By Hassan Saber · 8 min read

Dashboards full of charts usually change no decision. The four numbers that actually matter.

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