You’ve paid for advertising, but you can’t tell if it’s working. Perhaps the increase in umbrellas sold is because of an ad you ran, or maybe it’s just because of the recent rainfall. If you’re going to spend money on advertising, you need to keep track of your key performance indicators (KPIs) to see if your advertising initiatives are proving fruitful.

What are KPIs? They’re the metrics you use to determine how well a goal is met. For example, if your goal is to increase revenue by 10 percent following an ad campaign, you would use KPIs to determine if you’ve been successful. Here are some of the top KPIs for local business you should focus on when measuring your advertising success.

Top photo credit: Max Griboedov/Shutterstock

Allison Nuanes is a Volume Nine SEO contributor to the Connectivity blog.