Picture this. You log into your marketing dashboard, and the numbers look good. Thousands of clicks. Plenty of impressions. Graphs pointing up and to the right.
But then you ask yourself the real question: Are we actually getting new business from this?
For too many Managed Service Providers (MSPs), the answer is fuzzy at best. The metrics look nice, but when it comes to proving marketing ROI, clicks and impressions don’t tell the whole story. And if you’re reporting back to leadership or trying to justify your marketing budget, vanity metrics are not going to cut it.
The truth is simple: if you want to grow your MSP, you need to measure what matters, not just what is easy to track.
Why Vanity Metrics Fall Short
Let’s be clear. Clicks and impressions are not bad metrics. They can show if your campaigns are getting attention. But they’re surface-level.
They don’t answer the deeper questions your business actually cares about:
- Are we generating qualified leads?
- Are those leads moving through our pipeline?
- How much new revenue is marketing responsible for?
Focusing only on vanity metrics can leave you celebrating attention while quietly missing opportunities for real growth.
According to Channel Futures (2024), over 58% of MSPs admit they cannot connect their marketing activities directly to revenue. That lack of clarity makes it harder to defend budgets, scale campaigns, or align sales and marketing.
The Metrics That Actually Matter for MSPs
So, what should you track instead? Here are the KPIs that give MSPs real clarity about whether marketing is working.
Watch: Why Vanity Metrics Don’t Prove ROI
If you want to go deeper into this topic, check out our video:
“Clicks Don’t Pay The Bills… But Here’s What Does.”
In this short session, our Digital Marketing Director, Cassia Spurlock, breaks down:
- Why clicks and impressions are misleading for MSPs
- The key KPIs that show real marketing impact
- How to align sales and marketing around outcomes that grow revenue
1. Marketing Qualified Leads (MQLs)
These are leads who’ve engaged with your marketing in a meaningful way, downloaded a guide, registered for a webinar, or requested more info. MQLs prove your campaigns are reaching the right audience and sparking interest.
2. Sales Qualified Leads (SQLs)
An SQL is an MQL vetted by sales as a real opportunity. Tracking SQLs keeps marketing accountable to business outcomes, not just activity.
3. Pipeline Contribution
How much of your sales pipeline can be traced directly back to marketing? This is the KPI executives care about most, it shows marketing is not just busy but generating revenue opportunities.
4. Customer Acquisition Cost (CAC)
This metric measures how much it costs to acquire a new customer, including marketing and sales expenses. For MSPs, where contracts are long-term, keeping CAC in line with revenue ensures sustainable growth.
5. Customer Lifetime Value (CLV)
MSPs thrive on recurring revenue. Tracking CLV shows the total value a customer brings over their contract. According to Datto’s SMB Pulse Report (2024), MSPs with higher CLV-to-CAC ratios grow 2.3x faster than those without.
6. Close Rate
Out of all the opportunities generated, how many become customers? A healthy close rate shows that marketing is not just producing leads but producing the right leads.
Tying It All Together: Marketing ROI
Here’s the number that ultimately matters: Revenue Attributed to Marketing.
It’s not always easy to measure, but with the right CRM and tracking tools, it is possible. And when you can show that marketing generated $X in pipeline and $Y in closed revenue, you shift the conversation from “marketing feels like it’s working” to “marketing is driving growth.”
Why This Matters More for MSPs
The MSP sales cycle is long. You’re not selling a quick product. You’re building trust with business owners, CFOs, and IT managers over months, sometimes years. That’s why clicks and impressions are especially misleading for MSPs.
What matters is whether your marketing is generating meaningful conversations, building authority, and moving opportunities closer to signing.
How to Make the Shift
Moving beyond vanity metrics requires both mindset and tools:
- Define Success Clearly
Agree on what a lead, opportunity, and closed deal look like in your organization.
- Align Sales and Marketing
Ensure marketing hands off leads that sales can actually work. Shared definitions prevent wasted effort and finger-pointing.
- Invest in Tracking
Adopt a CRM that connects marketing activity to pipeline outcomes. Without this, ROI will always be guesswork.
- Report on What Matters
Resist the urge to flood leadership with vanity metrics. Focus on the few KPIs that directly tie to growth.
Beyond the Numbers: Building Confidence
Here’s the real win when you track the right KPIs: confidence.
- Confidence in your marketing decisions.
- Confidence in your budget.
- Confidence that marketing is fueling sustainable MSP growth.
Because at the end of the day, clicks and impressions can’t pay the bills. Pipeline, revenue, and loyal customers can.
Final Word
Marketing ROI doesn’t have to feel like smoke and mirrors. By moving beyond vanity metrics and focusing on KPIs that truly matter, you’ll not only prove the value of your marketing but also give your leadership and sales teams confidence in the path forward.
If you’re tired of dashboards that don’t connect to results, we can help. At First Call Digital, we specialize in building marketing strategies for MSPs that prove their value, with KPIs that go beyond clicks and impressions.
Let’s talk about how to track what matters and grow your MSP with clarity and confidence.
