Data shows if your marketing efforts are hitting or missing. Tracking streams on Spotify and iTunes, engagement on socials, and conversions to refine and scale.

Use built-in platform tools (Instagram Insights, Spotify for Artists) for free insights that guide decisions. Most sites are literally offering up free analytics and only a small percentage actually use them. Make a bookmark folder, put them all in there, and once a week spend 3-5 minutes per site to take a quick look at how things are going.

I'm not saying make it a life mission, but it's worth spending that small amount of consistent time on the data to know where you stand and what is working, and what you can cut out of your routine if it isn't.

Key metrics: Engagement rates (likes/comments per post), stream sources (which playlists drive plays?), conversion to sales (tickets/merch from links), and audience growth over time.

Tips for smart analysis:

• Tools setup: Link Google Analytics to your site for traffic sources; use Bitly for clickable link tracking.
• Weekly reviews: Check what content types perform (e.g., videos vs. posts) and double down on winners, ditch losers.
• Benchmarks: Aim for 5-10% engagement on socials; under 2% means tweak your voice or timing. If you are using a social management tool like Metricool, check your times/dates on the scheduler to make sure you are hitting your audiences peak times online.
• Advanced: Segment data (e.g., by platform or fan demo) to spot trends like "TikTok drives younger fans."
• Pitfalls: Don't obsess over vanity metrics like total followers, focus on active ones. Set goals quarterly to avoid overwhelm.

Billie Eilish's team spotted early TikTok virality via engagement spikes, pivoting to more user-generated content that fueled her rise.

Use solid metrics in your EPK to prove market traction to bookers.

Share a metric you're currently tracking in the comments, or ask about one you would like to know more about or understand better.