The 5 Metrics That Actually Matter for Restaurants in hospitality marketing

If you’re running a hospitality venue, you’re likely overwhelmed with data—reach, impressions, likes, shares, saves... the list goes on. But here’s the truth: vanity metrics won’t fill tables or drive repeat customers.

At HospoPro, we don’t just create pretty content—we run paid ads with a clear goal: turning viewers into diners. So, let’s break down the five metrics that actually matter when it comes to restaurant growth.

Cut through vanity metrics and focus on what drives real growth

The 5 Metrics that actually matter for restaurants.

1. Cost Per Booking (CPB)

You’re not running ads for fun—you’re running them to get results. Whether it's a table booking, a function enquiry, or a gift card purchase, your cost per booking is your true north.

At HospoPro, we track how much it costs to get someone to act. A campaign that gets 50,000 views but no bookings is a waste of money. One that gets 300 views and 15 bookings? That’s gold.

"Impressions don’t pay the bills—bookings do."

2. Click-Through Rate (CTR)

CTR tells you how enticing your ad is. Are people interested enough to click? This is your first signal of relevance and creative quality.

• Low CTR = wrong message, poor creative, or targeting mismatch

• High CTR = the ad resonates with your audience

We test multiple versions of ad copy, thumbnails, and targeting to get CTRs that signal traction—and we kill what’s not working fast.

"If they’re not clicking, they’re not coming."

3. Landing Page Engagement

Your ad might be fire, but if the landing page is slow, confusing, or not mobile-optimised? You’ll lose them.

We look at:

• Bounce rate: Are people immediately leaving the page?

• Dwell time: Are they staying and browsing the menu or booking form?

• Completion rate: Are they finishing the booking or enquiry?

A poor-performing page can destroy a great campaign. We work with our clients to make sure the funnel doesn’t break after the click.

"Your landing page is your online maître d’—don’t let it fumble the first impression."

4. Return on Ad Spend (ROAS)

Ultimately, every dollar you put in should bring more back. That’s where ROAS comes in.

We estimate the average booking value or function inquiry value and reverse engineer what we can afford to pay per conversion. When the math stacks up, we scale it.

Example: If a $20 ad brings a $200 dinner booking, you’ve got a 10x ROAS. That’s a campaign worth keeping evergreen.

“If your ad brings in more than it costs, you’ve found your sweet spot.”

5. Customer Re-Engagement

Paid ads don’t stop at first contact. We use retargeting ads to keep your brand top of mind and turn one-time visitors into loyal fans.

We track:

• Repeat page visits

• Add-to-calendar or saved function pages

• Event RSVPs

• Ad frequency and fatigue

The goal? Keep warm leads warm and give them a reason to come back—whether it’s a new menu, seasonal event, or gift card push.

"Great marketing doesn't just find customers - it brings them back."

If your marketing reports are filled with buzzwords like "reach" and "awareness" but your bookings aren’t growing, it’s time to change your approach.

At HospoPro, we focus on metrics that actually move the needle—and build systems around those numbers. Our ads are designed to convert, not just entertain.

Want to stop guessing and start scaling?

Reach out to the team and let’s turn your ad budget into real bookings.