SMBs using customer acquisition tracking report higher growth

A study by PYMNTS Intelligence titled ‘The SMB Growth Gap’ reveals a significant correlation between formal customer acquisition tracking and revenue growth among small and medium-sized businesses (SMBs) in the United States.

Based on a survey of 526 American firms, the findings show that 51% of SMBs using analytics, CRM systems, or promotional codes reported revenue growth in 2025. In contrast, only 34% of businesses relying on informal observation grew, and just 22% of those with no tracking at all reported growth. This creates a 29-point gap between the most and least equipped groups.

The report also highlights the impact of digital sales channels. Digital-led firms, which generate more than 75% of sales through digital means, saw a 56% growth rate, compared to 42% for physical-store-led businesses and 51% for hybrid firms. Additionally, mobile apps showed strong momentum, with 58% of SMBs using an app reporting higher sales through that channel.