Start with the numbers that matter
Marketing reports often focus on clicks, impressions and followers. Those can be useful, but they do not tell you whether marketing is paying for itself.
For most service businesses, three numbers matter most: how many enquiries you get, how many become customers, and what each customer is worth.
Worth remembering
If you cannot tell where a lead came from, ask them. A simple question on your form fills many gaps.
Track where leads come from
Make sure your website forms and call tracking record the source of each enquiry, such as Google search, ads, social media or referrals. Even a simple spreadsheet updated weekly is enough to start.
Over a few months you will see which channels bring enquiries that actually turn into paying work.
Compare cost to value
Add up what you spend on each channel, including time and fees, and compare it with the revenue from customers it produced. Some channels bring fewer leads but much better customers.
Use these figures to move budget towards what works, rather than spreading it evenly across everything.
Your practical checklist
- Record the source of every enquiry.
- Track how many enquiries become customers.
- Estimate the average value of a customer.
- Total your monthly spend for each channel.
- Review results quarterly and adjust your budget.
