SEO that turns rankings into revenue - what should be tracked?

https://wiki-stock.win/index.php/Lampert_and_Walsh_SEO_Case_Study:_What_Changed_to_Get_42_Qualified_Calls%3F

I have spent the last 15 years building campaigns in Colorado, and I have seen more vanity metrics than I care to count. Back in 2009, ranking for a keyword was enough to keep a business owner happy