Marketing by the Numbers: 7 Metrics Every Restaurant in Los Cabos Should Review Each Month
“Instagram looks great” is not a strategy. Likes feel good, but they don’t pay rent. The restaurants that grow in Los Cabos make marketing decisions with cold numbers: what brings guests through the door, what each guest is worth and what it costs to get them.
1 · Google Business Profile actions
Calls, direction requests and website clicks from your Google profile are the closest thing to a guest raising their hand. Track them monthly and compare with the same month last year, because Cabo is seasonal.
2 · Searches that find you
Google shows which searches led people to your profile and your website (Search Console). If nobody finds you for “seafood Cabo San Lucas”, your categories, description and website content need work.
3 · Website conversions
Visits mean little on their own. Measure what matters: reservation clicks, WhatsApp clicks, menu views and calls. Google Analytics can track each of these as a conversion.
4 · Rating and review velocity
Your average rating matters, but so does how many new reviews you get each month. A steady flow of recent reviews signals an active, popular restaurant to guests and to Google.
5 · Average check
Total sales divided by number of checks. Marketing that brings more guests but lowers your average check may not be a win. Menu design, upselling and the right audience move this number.
6 · Cost per guest acquired
Divide what you spend on a campaign — ads, influencers, production — by the guests it actually brought. Use a unique code, link or QR per campaign so you can attribute results honestly.
7 · Repeat guests
In a destination full of tourists, repeat guests are often locals, residents and returning visitors. Track them with a loyalty program or your reservation system: they are your most profitable marketing channel.
How to use these numbers
- Review them on the same day every month, in one simple sheet.
- Compare against the same month last year, not just last month.
- Pick one number to improve each month and one action to move it.
- Cut what doesn’t move any number — even if it looks nice.
Need a monthly marketing report?
Big Wave Marketing Studio sets up the tracking — Google Business Profile, Search Console and Analytics — and delivers a clear monthly report with decisions, not just charts.
