Impressions and followers don't book weddings. These five numbers tell you whether your marketing is actually working.
Most venue marketing reports are full of numbers that cannot be acted on. If a metric doesn't change a decision, it doesn't belong in the report. These five do.
1. Qualified enquiry rate
Of all enquiries received, what share match your date availability, guest capacity and budget band? Falling qualified rate with rising total volume usually means targeting has drifted, not that demand has grown.
2. Median first response time
Median, not average. Averages hide the overnight tail. This is the metric most directly correlated with site visit rate, and the one most venues have never measured.
3. Enquiry to site visit rate
The single best predictor of bookings. If it sits below 30% for wedding enquiries, the problem is nearly always response speed or the quality of the first reply, not the volume at the top.
4. Site visit to booking rate
This one belongs to the sales team, not marketing. Tracking it separately stops the two functions blaming each other and makes it obvious where the fix belongs.
5. Cost per confirmed booking
Total marketing spend divided by confirmed events, segmented by event type. Compared against average event value, it is the only number that tells you whether the whole operation is profitable.
Report the four numbers between an impression and a signed contract. Everything else is context.