Here’s how to measure marketing efforts before the leads come in.

Last week, I talked about three core metrics—leads, introductory calls, and new clients—that advisors use to gauge whether their marketing is working. These are the numbers that draw clear lines between effort and result.

But there’s another layer of metrics. While they don’t directly signal success, they offer valuable insights, and they’re worth paying attention to.

Let’s say you give a presentation at a conference attended by your niche. Your first instinct might be to ask, “Did this generate any new leads, introductory calls, or clients?” But in addition, consider tracking:

How many attended your session? This helps validate whether the topic is relevant and compelling to your audience.
How many attendees were ideal clients (if the conference provided a list)? This helps confirm whether you're attracting the right people with your topic.
How many attendees reached out afterward? A small audience but high engagement could indicate your message resonated deeply, even if reach was limited.

None of these second-layer metrics alone will confirm the success of your marketing activity. But they provide a more complete picture—one that helps you refine, pivot, or double down on what’s working.

Before any marketing activity, define the data points you want to capture. Not every number needs to shout success. Some just need to quietly inform your next move.

We Want Your Take! Are you tracking the “quieter” marketing metrics—the ones that don’t directly signal success but still offer valuable insight? What non-obvious data points have helped you fine-tune your strategy? We’d love to hear how you’re capturing learnings from your marketing efforts. Join the conversation and share your experience at the OnNiche® Public Square!