See how easy that is? But the real question you're asking yourself right now is probably, "Why the hell do I need to know these numbers?"

Quite simply, to measure the effectiveness of your ad campaigns, and the performance of your sales staff!

Here's the thing... many school owners use the "blunderbuss" method of marketing. If you don't know what a blunderbuss is, back in the day it was like a blackpowder shotgun that you could just about shoot anything out of.

Iron shot, rocks, small pieces of scrap metal - it didn't matter. You just filled it with blackpowder and shoved a bunch of junk down the muzzle, then pointed and prayed you'd hit something.

The blunderbuss was a dramatically effective weapon at close range. But it was terribly hard to hit anything with it at a distance!

The "blunderbuss" method of marketing is a lot like that. School owners just try a bunch of stuff and hope they get leads from it. But without tracking and measuring your results, you're basically just pointing and praying...

I know what you're thinking. "Mike, who cares whether or not I know where my leads came from, as long as I'm getting leads?"

My answer is that you SHOULD care, because you may very well be spending your precious time and money on marketing and advertising that simply isn't generating leads!

How are you going to know if you don't track the results each marketing campaign generates? 

You can't, and you'll continue to throw good money after bad, wasting marketing dollars that could have instead been used to ramp up your best-performing marketing campaigns.

By the same token, you need to know how your sales staff is performing - as well as how your marketing campaigns are performing! If you don't know both these numbers, you might think you're not getting enough leads, when in actuality you're simply losing them at some point in the sales process.

And here's another thing to think about - you might THINK you have these numbers in your head because you're just starting out and you're doing all this stuff yourself...

But nearly every time I start coaching a new client and I ask for their stats, they come back with, "Oh, about X number of __________."

ABOUT? There's no "about" in metrics! If you don't know the exact numbers, you just don't know.

And in business, improvements are often measured in increments of percentage points, or fractions of percentage points. Without accurate numbers, you'll never be able to grow your school.

So, start tracking your response rates and conversion rate, ASAP! 

These are two of the most important metrics you will track in your business, and simply by being aware of these numbers you'll start to see a big improvement in your school's performance over time.