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Storefronts 101: What Each Metric Means and How to Track Them


As you’re going through your advertising journey with The Knot and WeddingWire, it’s vitally important that you track and understand the numbers behind your Storefronts. Not only will that help you understand how your investment is performing, but it will also help you stay closer to your Storefronts so you can continuously optimize them for greater success. 

There are plenty of important metrics that you’ll track throughout your advertising journey, like ROI and conversion rate, but today, we’re going to focus on five metrics that are unique to your Storefront activity. Keep reading to learn more about what these metrics mean and how you should think about them as you’re gauging your success. 

Top 5 Storefront Metrics

1. Storefront visitors

Even though this metric is self-explanatory, it’s an important one to highlight. As you’re getting visitors to your Storefront, you’ll, of course, need to track how many of them are stopping by. Thanks to WeddingPro Insights, you’ll be able to see this activity so you can keep track of market seasonality or if you need to change up your Storefront assets (like photos, reviews, and more) to attract new visitors.  

2. Storefront saves

As people visit your Storefronts, they’re able to save them in order to revisit them later. This is an important metric to keep track of because it shows that people are interested in your business and want to take a second look. So, to keep couples coming back, make sure you’re keeping your Storefront up to date and attractive so you can attract your ideal client and leave them wanting more. 

3. Link clicks

Another metric to take stock of is link clicks. On your Storefronts, you can add links to your important external sites, like your website or social media accounts. These sites give couples access to additional marketing channels where you can display even more of the amazing things you do. This way, they can research you fully before inquiring about your services. The more link clicks you get, the more your prospective couples are researching you and qualifying themselves before reaching out.

Pro-tip: Make sure that your brand is consistent across all of your channels. From your logo to your copy to your images, keep your branding consistent so your audience will know exactly what your business is all about.

4. Reviews

We all know how important reviews are for your business. After all, 90% of couples read reviews to help them select their vendors. They provide social proof and make it possible for potential clients to hear more about your stellar service straight from the couples who received it. Because of that, WeddingPro Insights displays the number of reviews you have on your Storefront, which helps boost your credibility. You can also easily request reviews with The Knot and WeddingWire’s Review Collector tools directly from your account. 

Pro-tip: While you can request reviews at any time, we recommend requesting reviews two to four weeks after a couple’s wedding date. Your couples are much more likely to share about their experience while it’s top of mind. And don’t be afraid to follow up if they don’t leave one right away!

5. Leads

As you’re getting more traffic to your Storefronts, couples will begin to inquire about your services by sending you a lead.

When a couple’s first message hits your inbox, you’ll see a banner with a rating of your drafted reply, based on our data-backed guidance. Click on it to access top tips to get couples to engage back, courtesy of our WeddingPro Educators. Key things to keep in mind are your response time (under 24 hours), response length (120-250 words), and ending your reply with an open-ended question. 

You can also track your calls — a core metric available through WeddingPro Insights that shows how many couples clicked on your phone number. Tracking this metric will help you understand all the different ways couples are leveraging your Storefront to learn more about your business, get in touch with you and book your services.

How should you think about these metrics?

Our Insights tool is designed to give you a full view of your performance analytics all in one place, making it even easier to know how your Storefronts on The Knot and WeddingWire are working for you and driving overall business growth. 

You can track all the ways (beyond just leads!) that couples leverage your Storefront to get in touch and learn more about your services. The data for every metric includes insights from all couples (not just those with an account on The Knot) to help you understand the increased visibility you have with engaged couples as a result of your Storefront. 

Our Insights tool breaks down couple behavior, with metrics like calls, views and clicks to simplify forecasting so you can gauge future interest and more easily make strategic decisions like staffing and adjusting your strategy as you evolve.

Pro-tip: You can also follow these tips to boost Storefront activity!

No matter what, check in with these metrics periodically to make sure that you’re getting the most out of what The Knot and WeddingWire have to offer.

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