Unusual KPIs you track in your business

This is one of my favorite questions to ask other business owners: what's an unusual or unexpected KPI you track in your business?

Since I expanded one of my brands from B2E to B2C, I have a few unique metrics I use to gauge how well the audience is broadening beyond business owners that I look at:

How many new Instagram followers have either private or "unbranded" accounts
How many referrals I get from dark social to gauge word of mouth in the B2C space
How many new email subscribers have a non-business email address

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