From Spaghetti to Strategy: How to Start Using Marketing Data in Your Small Business

Let me take you back to a launch I ran not too long ago…

I had the Instagram posts ready. Stories scheduled. A sales page I was proud of. And everything looked good—on the surface.

But when I peeked behind the curtain (aka the data), I realized something wasn’t working.

Thanks to the incredible Ally Anderson of Akari Digital, I discovered that my checkout page—the final step before someone actually buys—was missing key info. It was literally just a blank credit card form. 🤦‍♀️ Not super reassuring, right?

That’s when it clicked: marketing data isn’t just for “big” businesses. It’s especially for businesses like mine. And yours.

The Problem: “I’ll Worry About Data Later”

If you’ve ever said, “I’ll focus on data once I’m making more money,” you’re not alone. Ally flips that idea on its head in our recent conversation on the Social Goals podcast.

“Data is more important when you’re earlier,” she said. “Big businesses can afford to waste money. Small businesses can’t.”

Mic. Drop.

So many of us are throwing spaghetti at the wall with our marketing, hoping something sticks. But without data? You’re guessing.

The Baby Steps That Make a Big Impact

If “tracking data” sounds intimidating, here’s the good news: it doesn’t have to be. You don’t need a dashboard full of charts or fancy software. According to Ally, here are the five beginner-friendly marketing metrics every small business should be tracking:

1. Instagram reach (aka how many people are seeing your stuff)
2. Instagram engagement (likes, comments, shares, saves)
3. Clicks to your website from Instagram
4. Website actions (add to cart, view services, request info)
5. Purchases or conversions

That’s it. Five. Not fifty.

And no, you don’t need a data degree. You just need a little consistency—and maybe a spreadsheet or two.

How Data Helps: Real Examples that Made the Difference

One of my favorite things about working with Ally is how she makes marketing feel human again. She shared a few examples during our chat that I know you’ll relate to:

• A course-based business tripled their sales by changing confusing navigation labels like “Ignite 2.0” to “Courses for Creatives” and “Courses for Coaches.” (Yes, that simple.)
• A service provider slashed form abandonment rates by simplifying their “work with me” form. Instead of overwhelming potential clients with 10 questions, they asked for the essentials—and followed up later for the rest.
• Me (🙋‍♀️)! I realized people were dropping off at checkout during my launch because I’d removed key product info. One small change to add those details back? Instant improvement.

These aren’t massive tech overhauls. They’re tiny tweaks that move the needle.

Getting Technical (Without the Headache)

Okay, so maybe you’re on board. You want to start tracking. But where the heck do you start?

Here’s the path Ally recommends:

1. Use UTM Codes on Your Links

These are little tags you add to the end of your URLs so you can see exactly where traffic is coming from.

2. Audit Your Google Analytics

Think you have it set up? You might not. (Guilty!) Ally created a Google Analytics Self-Audit Tool that shows you if you’re tracking the stuff that actually matters.

👉 Get her Google Analytics Audit Tool for free here

3. Track Weekly or Monthly (Not Daily)

You don’t need to check your data every hour. Start by reviewing your numbers weekly or monthly. This gives you enough time to spot trends—without the stress.

Why Data Matters (More Than Ever)

If you’re constantly overwhelmed by marketing, here’s the truth: data quiets the chaos.

It helps you stop chasing every shiny new strategy and focus on what’s actually working. It shows you whether posting more is the answer—or if your website needs some love. It reveals if your form is scaring people away, or if your checkout needs a makeover.

And it gives you control.

“Data isn’t a crystal ball,” Ally reminded me. “But it helps you make better hypothesises.”

That’s the kind of energy I want to bring into every launch, every offer, every story I post.

Ready to Get Started?

If you’ve been putting off tracking your marketing data, here’s your moment. Start small. Pick one metric. Run that audit. Add a UTM code to your next story link. That’s it.

You don’t have to overhaul everything overnight.

But trust me—future you will be so grateful you did.

Helpful Links:

• 🎧 Listen to the full episode: Social Goals Podcast — Marketing Data for Beginners
• 📊 Get Ally’s Google Analytics Audit Tool
• 📱 Follow Ally on Instagram: @akaridigital
• 💌 Stay in the loop with my email list