How to Measure Digital Marketing Results
Learn the difference between traffic, leads, conversion rate, cost per lead and return on ad spend, and how to use them responsibly.
Separate activity from outcomes
Impressions and clicks describe activity, while leads, purchases and qualified enquiries are closer to business outcomes. Choose metrics that match the campaign goal.
Track conversions
Define what counts as a meaningful conversion, such as a completed enquiry form or confirmed purchase. Make sure tracking does not collect information you do not need.
Understand cost per lead
For lead campaigns, cost per lead can be calculated by dividing spend by the number of tracked leads. Also consider lead quality, not just volume.
Review consistently
Use comparable periods and enough data to avoid overreacting to daily fluctuations. Investigate changes before changing the whole strategy.
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