Whether promotion works.
WHAT TO SET UP BEFORE A CAMPAIGN
A way to identify traffic from it Conversion tracking A baseline to compare against
IDENTIFYING CAMPAIGN TRAFFIC
Tagged links, which record the source in your analytics.
Set them up before the campaign, not after.
WHAT TO MEASURE
Visitors from the campaign Enquiries from the campaign Cost per enquiry
THAT LAST FIGURE
Campaign cost divided by enquiries produced.
That is the number that tells you whether it worked.
WHAT TO COMPARE IT AGAINST
What an enquiry is worth to you.
If an enquiry produces a customer worth a certain amount, and one in five converts, you know what you can afford to pay.
WHAT NOT TO MEASURE
Reach, impressions, likes.
Those are not business outcomes.
WHAT TO DO AFTERWARDS
Record the result. Repeat what worked.
WHAT MOST BUSINESSES DO
Run campaigns without measuring, then repeat them out of habit.
