If you run an online business as a coach, speaker, or marketer, chances are you’ve been told you “need to track your KPIs.”

And if you’re not super techy, that sentence alone might make you want to roll your eyes. KPIs, dashboards, metrics… it all sounds like something meant for big corporations with data teams, not for a solo entrepreneur running their business from a laptop.

But here’s the truth: tracking KPIs (Key Performance Indicators) doesn’t have to be scary. In fact, when you keep it simple, it can become one of the most powerful tools in your business. Helping you understand what’s working, what’s not, and where to focus your energy.

Let’s break down a few easy metrics you can track, no advanced software or MBA required.

Why KPIs Matter for Online Businesses

Think of KPIs as the health check of your business. They’re like your blood pressure or heart rate… simple numbers that show whether things are moving in the right direction.

Without them, you’re basically guessing. You might be posting on social media, sending emails, or speaking at events, but you won’t know if any of it is actually building your business.

With the right KPIs, you can make better decisions. Should you invest in ads? Is that new webinar worth repeating? Should you double down on Instagram or focus more on LinkedIn? The numbers will guide you.

The Simplest KPIs for Coaches, Speakers, and Marketers

Here are a few starter metrics you can track right away:

1. Email List Growth

Your email list is one of your most valuable assets. Whether you’re a coach running group programs, a speaker selling tickets, or a marketer building an audience, your list equals future revenue.

• What to track: How many new subscribers you add each week or month.
• Why it matters: It shows if your marketing efforts are actually attracting people who want to hear from you.

2. Engagement Rate

It’s not about how many followers you have, but how many people are interacting with your content.

• What to track: Likes, comments, shares, or replies on posts and emails.
• Why it matters: High engagement means your message is connecting with the right audience.

3. Conversion Rate

This one sounds complicated, but it’s not. It simply means: out of the people who saw your offer, how many said yes?

• What to track: If 100 people signed up for your webinar and 10 bought your program, your conversion rate is 10%.
• Why it matters: It tells you if your offer and message are clear and compelling.

4. Client Retention

Getting new clients is great, but keeping the ones you already have is even better.

• What to track: How many clients renew or continue working with you.
• Why it matters: Retention shows client satisfaction and saves you from constantly hustling for new sales.

5. Revenue Per Offer

Instead of just looking at total revenue, break it down by offer. Which of your services, programs, or packages brings in the most income?

• What to track: Monthly or quarterly revenue from each product or service.
• Why it matters: It shows you where to focus your time and energy for the biggest payoff.

Tools to Make KPI Tracking Easy

You don’t need to invest in enterprise software. A simple system can do the job:

• Google Sheets or Excel: Create a basic spreadsheet and update it weekly.
• Asana or ClickUp: If you’re already using project management tools, you can track progress there.
• Email platforms (like ConvertKit, Mailchimp, or ActiveCampaign): They provide subscriber and email performance reports.
• Social platforms: Instagram, Facebook, and LinkedIn all have built-in analytics.

Pro tip: Pick one place to collect your numbers. Don’t scatter them across five different tools. A simple spreadsheet is often enough.

How Often Should You Review Your KPIs?

Weekly for the small stuff (like email list growth).
Monthly for the bigger picture (like revenue per offer or conversion rates).

Set aside 30 minutes on your calendar. Grab your numbers, update your sheet, and reflect: What’s working? What needs adjusting?

Keep It Simple, Keep It Useful

The biggest mistake entrepreneurs make with KPIs is overcomplicating things. You don’t need 25 metrics to manage your online business. You just need a handful that clearly show progress.

And here’s the best part: once you track these consistently, decisions feel less emotional and more strategic. You stop wondering if you’re “doing enough” and start seeing where to put your focus.

So if you’re a coach, speaker, or marketer who feels allergic to numbers, here’s my challenge: pick just two KPIs from this list and start tracking them this week.

Your future business decisions will thank you.