Define A Qualified Outcome
Clicks and impressions describe activity. Decide what counts as progress for the business: a qualified call, booked appointment, completed form, store visit or sale.
Track The Complete Enquiry Path
Use website analytics, form-source fields, call tracking where appropriate and a simple sales record. Keep naming consistent so enquiries can be connected back to campaigns.
- Campaign and landing-page visits
- Calls and submitted forms
- Qualified versus unqualified enquiries
- Quotes, appointments and closed business
Protect The Baseline
Record performance before changing media, creative or budget. Without a baseline, normal seasonal movement can be mistaken for campaign impact.
Set A Decision Date
Agree in advance when the evidence will be reviewed and what decisions are available: continue, adjust, increase, reduce or stop. Reporting without a decision is only documentation.
Measurement earns its value when it changes what the business does next.