If you're a coach doing a million things to get your business off the ground, it can feel overwhelming to figure out where to focus. You might be wondering:

What metrics should I be tracking to actually grow?

The truth is, there are only three primary metrics you need to monitor—and one invisible metric that, if ignored, could quietly sabotage your success.

In this post, we’ll break down those metrics and show you how to identify what’s really blocking growth in your coaching business.

1. Lead Flow: How Many Qualified Prospects Are You Attracting?

Most coaches are great at delivery—but struggle with acquisition. That’s why the first metric you need to master is lead flow.

There are three main ways to generate leads:

• Outreach

• Paid ads

• Content

If you're running ads, you should be tracking:

• Ad spend

• CPM (cost per 1,000 impressions)

• Impressions

• Click-through rate (CTR)

• Clicks

• Landing page conversion rate

• Number of leads generated

Each part of this funnel helps you diagnose exactly where the drop-off is happening. Without data, you’re flying blind—trying to plug holes in your business without knowing where the leak is.

"Imagine your business as a boat full of tiny leaks. One of those holes is huge—and that’s the one sinking you. Your job is to find that leak and fix it first."

2. Booking Rate: How Many Leads Turn Into Sales Calls?

The second key metric is booking rate—how many of your leads are turning into actual conversations?

This part of the funnel typically follows this flow:

• Calls made

• Connects (answered calls)

• Sets (calls booked)

• Shows (calls attended)

Industry averages may vary, but you might see something like:

• 10% connect rate from total calls

• 30% set rate from connects

• 66% show rate from sets

This lets you reverse engineer the numbers:

• If 100 calls = 10 connects

• 10 connects = 3 sets

• 3 sets = 2 shows

If you’re not seeing enough shows, the issue isn’t necessarily in your offer—it might be your follow-up, your scripting, or the lead quality.

3. Close Rate: How Many Sales Calls Become Clients?

Once you’ve got prospects showing up for calls, the third metric is your close rate—the percentage of those calls that result in a sale.

Even if you’re only closing 25% of booked calls, the numbers can still work in your favor if your offer is priced right. For example:

• $2,000 in ad spend = 200 leads

• Which leads to 4 shows

• Which leads to 1 client at $5,000

That’s a profitable campaign—even if the numbers feel small.

The key here is clarity: When you know your numbers, you can scale with confidence.

The Invisible Metric: Lead Quality

Here’s where most coaches go wrong: They don’t track lead quality.

Sure, you might be getting $5 leads from one ad—but if none of them are converting, what’s the point?

Lead quality influences every step in the funnel:

• Higher quality = more connects

• Higher quality = better set and show rates

• Higher quality = more sales

So how do you track it?

Start by defining what a “qualified lead” looks like for you. Rank leads based on factors like:

• Budget

• Fit

• Urgency

• Authority

Then score each lead from 1–4. Over time, you’ll see which ad campaigns or sources are generating the best leads—not just the cheapest ones.

“We don’t want the most leads. We want the most qualified leads.”

Final Thoughts: Don’t Just Track—Fix

Tracking metrics is the first step. But once you know what’s broken, you have to fix it.

Whether it’s optimizing your funnel, refining your offer, or improving your script—it starts with clarity from the data.

If you want help setting up these tracking systems or identifying the gaps in your funnel, we’ve built a dashboard that shows you everything in one place—so you can see exactly where to focus.

Ready to plug the biggest leak in your business?
Click the video below to book a call with our team. No hard sales. Just clarity and support.