The Marketing Metrics Every Funeral Home Should Track in 2025

There’s a quiet pride in seeing a family return years later because they remember how you cared for them. It’s not something you can measure on a spreadsheet, but it’s proof of the connection your service built. Still, in today’s world, even that kind of trust often begins online, with a click, a view, or a shared story.

Why It Matters Now

Community connection looks different than it did even five years ago. Fewer people read the local paper, and more families learn about deaths through social media or local TV. Word-of-mouth still matters, but it now happens in comment sections and shared videos. Funeral homes that understand how to read those digital signals are better equipped to nurture the relationships they’ve always valued most, the ones rooted in trust, compassion, and care.

Marketing isn’t about chasing numbers. It’s about understanding how those numbers reflect the ways families find you, talk about you, and remember you. In 2025, the best-performing funeral homes aren’t necessarily spending more on ads. They’re simply paying attention to the right indicators of visibility and reach, and letting those guide how they show up for their communities.

Metrics That Tell the Real Story

There are hundreds of analytics you could track, but a few paint a clear and meaningful picture of your community presence.

1. Referral Traffic
   When someone clicks from a partner site, local TV station, or memorial video back to your website, it’s more than a visit. It’s proof that your reputation is expanding beyond word-of-mouth. These visitors are often ready to connect because they’ve already seen how you honor lives through shared stories.
   
   
2. Obituary Page Views
   Each page view represents a person who cared enough to learn more, leave a message, or share a memory. Tracking which obituaries are most viewed can reveal what kind of stories resonate and how far your reach extends. For many homes, these pages are the heartbeat of their digital presence.
   
   
3. Cost per Lead or Inquiry
   If you promote pre-planning, cremation, or memorial packages online, tracking cost per lead helps you see which channels bring in genuine interest. It’s not about cutting costs; it’s about investing where the connection feels most natural and respectful.
   
   
4. Conversion Rate from Website Visits to Calls or Form Fills
   This metric shows how often a website visit becomes a personal conversation. Even small improvements here can mean more families reaching out when they need guidance most. It also helps you understand whether your website and listings make it easy for people to take that next step.
   
   
5. Video Engagement and Social Shares
   Families today are moved by visuals. A simple video tribute or local broadcast can travel farther than any print ad ever did. Measuring views, comments, and shares helps you see the emotional ripple your services create. Each view is someone remembering, honoring, or simply pausing to reflect.

Seeing Beyond the Numbers

Metrics can’t capture compassion, but they can reveal patterns that help you serve more effectively. A spike in website traffic after a televised remembrance or new inquiries following a shared video shows that your community values seeing the care you provide. Those aren’t vanity numbers. They’re signs that your mission to comfort and connect is reaching more people.

The most successful directors use these insights not to advertise harder, but to stay present in the places their communities already gather. Whether that’s a nightly local broadcast or a Facebook memorial, visibility becomes another form of service, a quiet reassurance that your funeral home is there when it’s needed.

How Chptr Helps Amplify Your Reach

At Chptr, we see data through the lens of storytelling. Every broadcast memorial, online video, or shared link is a digital extension of your care. When families share a Chptr video, it connects their loved one’s story to neighbors, former coworkers, and friends who might not have known how to reach out. Each view drives traffic back to your website, strengthening both your community presence and your professional reputation.

Our role is to make that connection effortless. We transform the obituaries you already publish into beautiful, broadcast-ready videos shared through trusted local news partners. The families you serve gain more visibility for their loved ones’ stories, and you gain more visibility for your commitment to care. No new systems to learn, no added work, just your service amplified.

Bringing It All Together

Marketing in funeral service will never be about chasing clicks or conversions for their own sake. It’s about making sure every family’s story reaches the people who should see it and ensuring that your name is the one they remember when it’s time to call.

So as you glance at your analytics this year, don’t think of them as numbers. Think of them as echoes, reminders of every family you’ve helped and every person who now knows where to turn because of the compassion you’ve shown.

If you’d like to see how broadcast memorials can deepen your connection with the community and quietly strengthen your visibility online, reach out. Chptr’s team would be honored to share what we’ve learned from funeral homes like yours.

Learn how Chptr helps funeral homes share their stories with the community.