Ep 83: Marketing Metrics That Actually Matter with Jessica Howard
The Marketing Metrics That Actually Matter (and What to Ignore)
When it comes to growing an online business, especially in the e-commerce space, it's easy to get caught up in the wrong numbers. We’ve all done it—refreshing Instagram to check likes, watching our follower count creep up, or feeling proud of a traffic spike with no sales to show for it.
But what if none of that really mattered?
In this episode, I sat down with Jessica Howard, the powerhouse behind 2PM Marketing, to break down what metrics truly move the needle—especially for mom-owned businesses juggling both life and growth. Below are the key takeaways from our conversation.
What Metrics Actually Matter for E-Commerce Success
Jessica doesn’t sugarcoat it: conversion rate is queen. You could have thousands of people visit your site, but if none of them are buying, it’s not working. A good conversion rate (2.5–3% or higher) gives you the clearest picture of how well your store is functioning.
Other MVPs:
Email click-through rates
Instagram engagement (not just likes)
That one Instagram post that only got 10 likes but led to two sales? That’s gold.
“The goal of tracking data isn’t to stress you out—it’s to save you time.” – Jessica Howard
Why She Built 2PM Marketing During Nap Time
The name 2PM Marketing isn’t random—it’s deeply personal. Jessica became a mom and built her business during the only consistent time she had: nap time at 2PM.
What started as freelance work grew into a strategy business rooted in:
Flexibility
Clarity
Data-driven decisions
She now teaches other e-commerce entrepreneurs—especially moms like you—how to build a business that works for real life, not just Instagram.
Stop Obsessing Over Vanity Metrics
Let’s be honest—most of us have been trained to believe that more followers = more success.
Jessica breaks that myth wide open:
“If your 100 followers are engaging, that’s huge.”
Big numbers like traffic volume or impressions might look impressive, but if they’re not converting? They’re just noise. Even worse, they could be tanking your conversion rate by bringing in the wrong audience.
✨ Quick win: Today, go check which posts led to actual sales—not just likes. That’s your content goldmine.
Deeper Dive: Shopify Metrics That Tell the Real Story
If you're running a Shopify store (or any e-commerce site), Jessica recommends watching these three:
1. Conversion rate – Are visitors buying?
2. Abandoned cart rate – Are they dropping off? (Check your shipping fees, site flow, or checkout steps.)
3. Average order value (AOV) – How much are they spending?
👀 If one of these numbers feels off, pause before you pour in more traffic. Otherwise, you’re just pouring water into a leaky bucket.
“You don’t need more eyeballs—you need to understand why the ones you have aren’t buying.”
Email Marketing That Converts (Even on Autopilot)
Jessica shared a great example:
A boutique owner was relying on Facebook Lives for sales. But when she added just two emails per week, her conversion rate jumped to 10–12%.
She didn’t hustle harder. She just got smarter with her systems.
💡 When abandoned cart emails weren’t converting, they added a 15% discount—and it worked. Even better? Many customers came back for more, proving that one smart move can turn into repeat revenue.
Want to simplify your tracking?
👉 Download Jessica’s Free Annual Analytics Playbook
Profit > Revenue (And Why Big Numbers Can Be Misleading)
We’ve all seen the flashy claims:
“Six-figure online store in just 6 months!”
But Jessica urges us to ask: At what cost?
You could have a $100,000 store and only keep $10,000 after expenses. That’s not success—it’s burnout.
Instead, focus on profit-driving metrics like:
Conversion rate
Average order value
Repeat customer rate
“You hear six-figure biz stories, but what’s the profit? That’s what matters.”
How Often Should You Be Tracking?
Jessica suggests:
Weekly check-ins (about 1 hour total)
Split between Shopify, email, and ads
🧭 Monthly is too slow. Daily is too reactive. Weekly gives you just enough insight to make small, smart changes that stack up fast.
And if dashboards make your head spin, don’t worry—Jessica’s playbook includes a glossary that explains each metric and where to find it.
Final Thought: Use Your Data to Set Yourself Free
Tracking your marketing doesn’t have to be overwhelming. It can be empowering—especially when it helps you cut what’s not working and lean into what is.
For moms juggling it all, that kind of clarity? Game-changing.
You don’t need more platforms. You need smarter insights.
