If you own or manage a wedding venue, you probably get asked all the time how business is going. But are you actually tracking the right numbers to know for sure? Many venues look at the wrong things or guess based on how busy they feel. In this blog post, we’ll go over the most important marketing numbers you should be watching and why they matter. When you know what to measure, it’s easier to grow your business and book more weddings.
1. Number of Inquiries
Summary:
This is how many people reach out to ask about booking your venue. It could be from your website, email, social media, or wedding directories. Inquiries are the first sign that your marketing is getting noticed by the right couples. More inquiries means more chances to book real weddings.
Why It Matters:
If this number drops, it’s a clear sign that something in your marketing needs to change. You might not be reaching enough people or your message may not be strong enough. You need a steady stream of new leads to fill your calendar. Without inquiries, nothing else moves forward.
What to Track:
Count how many inquiries you get each week or month. Also, write down where they come from—like Instagram, Google, or The Knot—so you know what is working best.
2. Tour Bookings
This is how many people set up a time to come see your venue in person. It means they are more serious and really considering booking. Tours help couples picture their big day and fall in love with your space.
Why It Matters:
If people are asking questions but not booking a tour, you may need to follow up better or improve your website. Your team needs to be ready to guide them from interest to action. Tour bookings are a strong step between asking and saying yes. You can’t make bookings if no one shows up.
What to Track:
Track how many tours are scheduled each month. Write down how many people actually show up and how many cancel or never come.
3. Booking Rate
Summary:
This tells you how many tours turn into real bookings. It shows how well your team sells the venue and answers questions during the tour. A high rate means your tour experience is strong and builds trust.
Why It Matters:
If your booking rate is low, it may be your pricing, packages, or presentation that’s causing couples to walk away. Tracking this helps you spot issues early. Booking rate shows if your time is being used well. More bookings mean more money without needing more tours.
What to Track:
Take the number of people who book and divide it by the number of tours. If you do 10 tours and book 3 weddings, your rate is 30%.
4. Website Visitors
Summary:
This is how many people are visiting your website. It shows how well your online marketing is working. A strong website brings in people who want to learn more and possibly reach out.
Why It Matters:
If lots of people visit but don’t contact you, something may be off—like slow loading, unclear info, or weak photos. Your website is like your online front door. The better it is, the more people will want to step inside and take action.
What to Track:
Use tools like Google Analytics to see how many people visit your site, which pages they go to, how long they stay, and if they leave right away. Focus on improving the pages with the most traffic.
5. Cost Per Lead
Summary:
This is how much money you spend to get one new inquiry. It helps you know if your ads or marketing are bringing in results. A lower cost means you are getting more leads without spending too much.
Why It Matters:
If this number is too high, you may be wasting money on the wrong ads or platforms. Tracking this helps you find the best ways to reach couples without blowing your budget. It also helps you decide what to keep doing and what to stop. Spending smart means making more profit.
What to Track:
Take how much money you spent on an ad or campaign and divide it by the number of leads you got. If you spent $300 and got 10 leads, your cost per lead is $30.
6. Email Open and Click Rates
Summary:
This shows how many people open your emails and click on the links inside. It tells you if your messages are getting attention. Strong open and click rates mean your emails are interesting and helpful.
Why It Matters:
Low open rates mean your subject lines might need work. Low click rates mean your message may not be clear. These numbers show if people are paying attention or just deleting your emails. Better emails lead to better follow-up and more bookings.
What to Track:
Use your email tool to track how many people opened each email and how many clicked. Try to make small changes and see what works best.
7. Social Media Engagement
Summary:
This shows how many people are liking, commenting, sharing, or saving your posts. It’s not just about how many followers you have. Engagement means people care about what you post and want to connect.
Why It Matters:
High engagement keeps your venue top of mind for couples. If engagement is low, your content may need to be more helpful, exciting, or personal. The more people engage, the more often your posts will be shown. That leads to more visits, more inquiries, and more bookings.
What to Track:
Look at likes, comments, shares, and saves on your posts. Track what kind of posts do best and try to do more of that style or topic.
Conclusion
You don’t need to track every little thing—just focus on the numbers that really show how well your marketing is doing. When you know how many people are contacting you, touring your space, and booking weddings, you can make better choices. Start tracking these today and you’ll stop guessing and start growing.
Looking to get more out of your marketing without spending more money? Knowing what to look for is just the first step. The next is using that information to make smart choices that attract the right couples, fill your calendar, and grow your revenue. Whether you’re trying to boost inquiries, improve your website, or turn more tours into bookings, small changes can lead to big results.
At our agency, we specialize in helping wedding venues like yours stand out in a crowded market. From stronger messaging to better content and smarter campaigns, we’ll help you reach more engaged couples and turn their interest into action. If you’re ready to get more bookings and build a brand that couples trust, get in touch with us today!
