I'm talking about indicators that go beyond the usual reporting numbers. They are preliminary signals, useful for understanding whether a project has the right foundation to work or whether adjustments are needed before even starting. Here are the 3 KPIs I always analyze before starting the strategy.
Summary
1. Ability to attract qualified traffic
I don't care (only) how much traffic comes to the site or social media page. What really matters is the quality of that traffic.
- How many people already arrive with a clear intention?
- How long do they stay on the pages?
- What do they do after the first click?
For tourism destinations and businesses, understand if you are intercepting the right travellers It's the first true indicator of digital health. Sometimes small signs are enough: low retention, a high bounce rate, a homepage that's too generic. If traffic is there but not converting, the problem isn't quantity: it's relevance.
2. Ability to generate interest and “warm” interactions
Here I look at a combination of data:
- Which content gets the most saves, clicks, or shares?
- Do users leave comments, messages, or requests?
- Is there real dialogue (not just perfunctory likes)?
A tourism project that does not generate interest it's a project that risks dying out soonI always look for signs of genuine engagement: a small conversation, a spontaneous request, a motivated compliment.Without interest, there is no relationship. And without a relationship, tourism marketing is just empty advertising.
3. Ability to collect proprietary data and contacts
It seems like a technical metric, but for me it is one of the most strategic. A project that does not collect proprietary data (emails, preferences, responses, feedback) is a vulnerable project.Every tourist destination or business that wants to grow must have:
- a system for collecting contacts (even a simple one)
- a flow to manage them (even a minimal one)
- an idea of how to activate them over time (newsletters, invitations, follow-ups)
Social media can close an account. A mailing list remains yours.
Why these three KPIs?
Why They allow me to understand where to intervene before even starting the creative part.I'm not talking about funnels, ads, reels, or hashtags. First of all, I want to know if the soil is fertile. Otherwise, we risk building on sand, and every strategy risks being brilliant… but of little use.
And what happens when these KPIs are not positive?
It's not a problem. It's an opportunity.When I notice something is missing:
- I review the value proposition,
- I recommend rewriting your site or profile,
- I'm working on a more centered positioning.
Sometimes a project only really starts after an honest analysisAnd it is precisely in those moments that marketing stops being a set of tools and becomes a lever of awareness.
Conclusion
Every time I start a project in tourism, I don't look at Google channels, posts or numbers right awayI look at the signs. I look for traces of attention, interest and relationships ready to blossomKPIs are not rigid formulas. They are silent allies, who help me understand where to really start. And often, it's thanks to them that a project manages to make a difference.