Industry Articles

From Call Metrics to ROI: 5 KPIs Every Marketer Should Track

By Brian Handrigan on January 11, 2018 |


Sometimes it can be difficult to stay focused on the ultimate goal of a given project. You dig deep into the minutiae of a task and then lose sight of the bigger picture. It’s at moments like those when it’s important to take a step back and examine what’s really important for your marketing campaign. On that note, here’s a list of the most important Key Performance Indicators (KPI) that will let you know if your campaign is on the right track, or is in need of an overhaul. 

Call Metrics

The first way you should monitor every marketing campaign is through your call metrics. Determining which ads and posts are generating calls, and how many of those calls are resulting in sales will give you a great place to start when reviewing your marketing efforts. 

Return on Investment

It’s hard to argue that this isn’t the end-all-be-all of KPI metrics. Simply put, ROI lets you know how your marketing efforts are performing, down to the last dollar. Or at least, that’s how it works in theory. Too often businesses neglect to adequately measure their marketing efforts and as a result they lose sight of what returns they’re actually making. Fortunately, call tracking can enable any business to keep tabs on their ROI accurately and succinctly.

Lead Generation

Most of the time, more leads means more sales. And more sales means more money, and thus success. Simple enough, right? But tracking leads isn’t the end of the story. Indeed, some businesses can become overly concerned with increasing the traffic to their website, and they forget the most important element of marketing is to bring in customers –– not visitors.

Sales Qualified Leads

There’s a pattern forming here; the KPIs you should prioritize most are the ones concerning your bottom line, and SQL is the “next step” after lead generation. Determining the number of leads that are converted by your sales team into customers is vital to your success. If your marketing campaign is generating a high number of leads, but you’re not seeing an increase in SQL, then you’ve got a problem. Fortunately, call tracking software records calls to enable businesses to examine every aspect of a customer’s sales journey. With that knowledge you can take steps to improve cohesion between marketing and sales.


Plain and simple, how much did you benefit from a marketing campaign, and how much did you grow because of it? Make sure to have predetermined goals for your sales revenue and growth before you begin a marketing campaign –– that way you can see how effective (or ineffective) a given campaign was. Because at the end of the day, marketing is about many things ––  and chief among them is making money. 

Learn More

If you’re having trouble keeping tabs on how your marketing campaigns are performing contact the Advocado team today! Our call tracking software can help you improve every aspect of your business –– from marketing and advertising, to sales conversions, and quality control. For more info, request a free demo today:

call tracking kpi marketing campaign

Brian Handrigan

Written by Brian Handrigan

Co-founder and CEO of Advocado, Brian is a proven entrepreneur with a passion for expanding the intersection of technology and communication. He is a true innovator and has been a founder or co-founder of multiple startups. His talent to see “beyond the known” and identify the real opportunity has resulted in some of the most creative omni-channel solutions to date and was instrumental in inspiring the vision of Advocado. Brian has over twenty years of experience working leading companies such as TD Ameritrade, ADP, Walmart, WPP and major health insurance companies.