There are dueling aphorisms about business metrics:
“What gets measured matters”
“Not everything that can be counted counts”
As solopreneurs, we have to determine for ourselves how to measure the success of our efforts. Most of us know that a robust word-of-mouth referral network and consistent thought-leadership activities help keep new clients coming, but it can be difficult to measure the effectiveness of a wide range of marketing activities. And it’s tempting to measure what we do rather than what the outcome of that activity is. Having the right metrics means you are getting useful, relevant feedback as you are working toward a goal, so start with the outcome you want and work backward from there.