Are You Tracking What Actually Works? Most ISPs Aren’t.
There’s a common trap we see too many local ISPs fall into: spending time and money on marketing without knowing what’s actually moving the needle.
Traffic up? Great. But where did it come from?
Clicks on your ads? Sure—but did they turn into calls, signups, or installs?
Social media engagement? Nice. But did it lead to revenue?
In a market where national brands have deep pockets and entire teams analyzing performance, local ISPs can’t afford to make marketing decisions based on gut feelings or assumptions. Data isn’t just a nice-to-have—it’s the lever that turns effort into predictable growth.
What You Should Be Tracking
Here are five core metrics every ISP should monitor weekly:
- Cost Per Lead (CPL) – Know exactly how much it costs to generate one real lead from each channel. That means separating branded search from display ads, and Facebook leads from organic referrals.
- Lead-to-Install Rate – It’s not just about how many people fill out a form or call. Track how many of those become paying subscribers.
- Revenue Per Marketing Channel – Assign dollar values to your efforts. If direct mail brings in $2,000 a month in new installs and Google Ads brings in $8,000, the decision is obvious.
- Churn by Channel – Subscribers who come from some sources may stay longer than others. That long-term view matters more than a flashy acquisition spike.
- Time to Close – How long does it take to convert a lead into a paying customer? Faster isn’t always better—but understanding the lag lets you plan more accurately.
Start With What You Have
You don’t need enterprise-level dashboards to begin. Start by linking your website forms, call tracking numbers, and ad platforms into a basic spreadsheet or CRM. Set aside one hour a week to review the numbers. Over time, patterns emerge—and better decisions follow.
Bottom Line
When you measure what matters, you market with precision. That’s how you compete without overspending. That’s how you build a flywheel of steady growth—where every dollar you invest starts working harder than the last.
Serve your community better by outthinking, not outspending. Track what works. Cut what doesn’t. Clarity is the edge that national providers can’t buy.
Which metric are you tracking this week?