Running a self storage facility is about more than just having units available. It’s about keeping them filled, attracting the right customers, and maximizing your marketing dollars. However, how do you know if your marketing is actually working? The best way is to monitor the metrics that tell the story behind your marketing strategy. That’s where key performance indicators (KPIs) come in.

KPIs help you see what’s working, what’s not, and where you should focus your budget. Without tracking KPIs, you’re flying blind. With them, you’re making data-based decisions that lead to real growth.

That’s exactly where StorSuite helps. Our platform makes it simple for self storage owners to track the KPIs that matter most. You’ll spend less time trying to interpret complicated numbers and more time building your business.
Below are five of the most important marketing KPIs for self storage facilities and why they matter.

Five Most Important Marketing KPIs and Why They Matter

1. Occupancy Rate – Your Core Health Metric

Your occupancy rate is the percentage of your units that are currently rented out.

• A high occupancy rate shows that your marketing, pricing, and customer service are aligned.
• A low occupancy rate isn’t what you want, but it signals the opportunity to adjust your marketing strategy.

Why it matters: Low occupancy means lost revenue. By keeping a close eye on your occupancy rate, you’ll know exactly how well your marketing is bringing in renters and filling space.

StorSuite makes it easy to track occupancy and spot trends in real time.

2. Net Move-In Rate – Growth in Real Time

Occupancy tells you how full your facility is right now, but net move-in rate shows whether you’re actually growing. This KPI measures move-ins minus move-outs within a given period.

• Positive net move-in means that more customers are moving in than leaving.
• Negative net move-in shows that you’re losing ground.

Why it matters: You can look at self storage as a revolving door. People are moving in and out all the time. If you’re only looking at occupancy, you might miss the trend. Net move-in rate lets you catch problems early, and adjust your marketing campaigns before revenue suffers.

StorSuite helps you keep track of this movement automatically. You always know where you stand.

3. Conversion Rate – Turning Clicks Into Renters

Driving traffic to your website is great, but it’s wasted time if people don’t take action. Conversion rate is the percentage of people who interact with your website and actually rent a unit.

Examples of conversions:

• Reserving a unit online.
• Calling your facility after seeing an ad.
• Walking into your facility after finding you on Google.

Why it matters: High conversion rates mean your marketing is working, and your customer experience is seamless. Low conversion rates may signal confusing messaging, clunky websites, or ads that don’t connect with the right audience. You’ll turn interest into revenue by optimizing your website.

StorSuite shows you which marketing channels are generating real conversions, so you can use your marketing budget wisely.

4. Customer Lifetime Value (CLV) – Seeing the Bigger Picture

Not all renters are created equal. Some customers stay for just one month, while others stay for the long haul. Customer Lifetime Value (CLV) tells you how much revenue the average customer brings in during their lease term.

Why it matters:

• CLV helps you understand how much you can afford to spend to acquire a new customer.
• It encourages you to focus not just on getting renters, but on keeping them longer.

Why It Matters: If the average renter is worth $1,200 over their lifetime, spending $150 on marketing to win them over suddenly looks like a smart investment. CLV gives you a long-term perspective that can completely change how you budget your marketing.

With StorSuite, you can track CLV trends and align your marketing strategies with long-term value.

5. Return on Ad Spend (ROAS) – Getting the Most from Every Dollar

Marketing is an investment, and you want to know if it’s paying off. Return on Ad Spend (ROAS) measures how much revenue you generate for every dollar you spend on advertising.

• A ROAS of 5:1 means for every $1 you spend, you earn $5 back.
• A low ROAS means your campaigns may need modification.

Why it matters: With digital ads on Google, Facebook, or local platforms, it’s easy to burn through money without results. By tracking ROAS, you ensure that every campaign is bringing in new customers.

StorSuite connects with your ad campaigns to show you what’s paying off and where adjustments are needed.

Bringing It All Together

Tracking these five KPIs gives you a clear window into your facility’s marketing performance. You’ll stop guessing and start making smarter, more informed decisions.

At the end of the day, these numbers are just data, they’re peace of mind. Imagine knowing that your marketing dollars are filling your units and driving steady growth.

That’s the power of KPIs, and it’s why the most successful self storage owners never ignore them.
StorSuite is here to make tracking these KPIs effortless, giving you the confidence you need to grow your business.