10 Field Marketing KPIs Every Operations Manager Should Track
If you track only sign count, you're measuring effort. These ten metrics measure outcomes.
Field marketing programs tend to be measured by a single number: how many signs went out. That's an input, not a result. Here are ten metrics that tell you whether the program is working — and which lever to pull when it isn't.
Execution metrics
1. Verified pins per hour
Placement productivity, measured only from GPS-confirmed captures. Compare across agents, zones, and time windows.
2. Verification rate
Verified pins ÷ claimed placements. Anything below 100% is either a technical problem or a trust problem — find out which.
3. Spacing compliance
Share of pins that respect your minimum distance rule. Low compliance means clustered signs and wasted impressions.
4. Zone coverage
Percentage of target zone grid cells with at least one active placement. Reveals the blocks nobody ever visits.
Durability metrics
5. Sign survival rate at 14 and 30 days
How many placements still exist on a re-check pass. Drives your replacement budget.
6. Loss hotspots
Locations with repeated disappearance. Usually code enforcement or a competitor — either way, stop restocking blindly.
Outcome metrics
7. Revenue per pin
The single most important number in the program. Attributed revenue ÷ pins placed, by zone. Expect wide variance.
8. Conversion rate per pin
Share of placements that produce at least one attributed customer. Useful for comparing neighborhoods of different job values.
9. Cost per attributed job
All-in placement cost ÷ attributed jobs. This is what you compare against paid search.
10. Time-to-first-conversion
Days between a placement and the first attributed job nearby. Tells you how long to leave signs up before judging a zone.
Building the reporting cadence
- Daily: verified pins, verification rate, spacing compliance.
- Weekly: coverage, survival, loss hotspots.
- Monthly: revenue per pin, cost per attributed job, zone reallocation decisions.
The one thing that makes all ten possible
Every metric here depends on knowing exactly where each sign is and when it went up. Without verified placement data, eight of the ten are unmeasurable and the other two are self-reported. Fix the capture layer first; the analytics follow easily.
Start tracking verified placements and get the full metric set from your first campaign.