Set each campaign's goal and metric before launch, then track where every customer came from through to the purchase. Use UTM links and analytics tools for visits and a CRM or a simple log for each customer's source, then calculate each month the cost to acquire a customer and the return from each channel.
Step by step
- 1
A goal and metric for every activity
An awareness campaign is measured by reach, a messages campaign by cost per conversation and the share that buys, and a sales campaign by cost per order and return.
- 2
Tag your links
Add the utm_source, utm_medium and utm_campaign parameters, which Google Analytics recommends always using, to your campaign links so you know where every visit came from.
- 3
Define the important events
In Google Analytics, mark the important actions as key events, such as submitting a form or completing a purchase.
- 4
Record every customer's source
In a CRM or a simple sheet, ask customers or record where they came from, so you can connect sales to channels.
- 5
Calculate the core numbers
Customer acquisition cost equals channel spend ÷ new customers from it, conversion rate equals conversions ÷ visits × 100, and ROAS equals sales value ÷ ad spend.
- 6
Review monthly on one dashboard
Spend, customers, cost and return for each channel on one page, and a clear decision: increase, adjust or stop.
Likes and views are supporting indicators, not results. If you cannot connect an activity to customers or sales, you are not measuring marketing yet.
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