Your venue's data could reveal why you're losing leads, tours, and bookings. Are you tracking it?

In this episode of The Venue Nest Podcast, Ashley Shepherd and Kelsey Smith break down 6 key metrics every wedding venue owner should track to understand what's working, what's not, and where revenue is coming from.

They cover:

Lead Source Breakdown – Where your leads are coming from, including Instagram, TikTok, WeddingWire, The Knot, and Google.
Lead-to-Tour Conversion Rate – How many leads actually book a tour.
Tour Conversion Rate – How many tours turn into bookings.
Tour-to-Booking Date Gap – How long couples take to book after touring your venue.
Total Bookings – How many bookings you're generating each month.
Revenue Analytics – Tracking booking deposits, projected revenue, and actual revenue received.

Ashley and Kelsey also share how tracking these numbers helped them make smarter marketing decisions, identify sales gaps, understand seasonal trends, and reduce the stress of making decisions based on emotion or guesswork.

You don't need to track everything at once. Start with one metric, set a baseline, and let the data guide your next decision.

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00:00 Making Data-Driven Decisions
04:00 Internal Data: Employee Performance
06:18 The Six Key Metrics
06:39 Metric 1: Lead Source Breakdown
08:26 Metrics 2 & 3: Number of Leads & Lead to Tour Ratio
10:44 Metric 4: Tour Conversion Rate
14:56 Metric 5: Tour to Booking Date Gap
15:58 Metric 6: Total Bookings and Revenue
18:07 Automating Data with Venue Nest
19:08 Actionable Steps for Listeners


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