What gets measured gets done, what gets reported on gets done well.
As a funeral home owner or manager, you need to know your numbers that drive revenue, profit and ultimately greater value for your business.
For your marketing, there are specific metrics that you can track so that you can monitor the growth of your business and the effectiveness of your marketing.
Many funeral home operators get drawn into the numbers provided by marketers that important to them – them being the marketers – and not necessarily the most important metrics to track one’s business. These narrow-focused marketers focus on soft or vanity metrics that owners may get fixated on even though they do not directly affect your growth and profit. Don’t get me wrong, these metrics can be useful in making tweaks to marketing efforts but for the owner, you want to focus KPI – Key Performance Indicators – with an emphasis on KEY – not all performance indicators.
In launching my digital marketing agency for funeral homes – Funeral Results Marketing – I wanted to focus on the results and that is why I included it in the name.
This is why when I am talking about KPI Dashboards, we will focus on those important metrics that you can take to the bank and we will stay away from vanity metrics in the KPI Dashboards as they don’t mean anything to those bankers.
Calls Last 30 Days compared to 30 Day Average Last 12 Months
Average Call Value Last 30 Days compared to 30 Day Average Last 12 Months
Sales Total Last 30 Days compared to 30 Day Average Last 12 Months
Google Analytics Goals: Orders
Google Ads: Conversion Rate, Conversions & Costs per Conversion
Return On Ad Spend
Google Ads Campaigns (Clicks, Impressions, CTR, CPC, Total Cost)
Google Analytics: Visits, Pages per Visit, Time on Site
Online Reviews: Google, Facebook
There are more detailed metrics for Online Cremation Websites and Pre-need Advertising Campaigns