Would you hire an employee, pay them a salary and never check on their work, never set goals or measure performance? Of course not! Whether you work for a large company or a small business you have a limited amount of money to spend on salary, and you use performance measures to gauge whether you money is being well spent.

The importance of having metrics  applies equally well to your marketing. In a very real way, the $10,000 – $100,000 you are spending on marketing is like hiring another employee. Marketing metrics help you figure out if the money is being well spent.