What to track.
THE ESSENTIAL FIGURES
Spend Enquiries or sales produced Cost per enquiry Whether those enquiries became customers
THAT LAST ONE
The figure most businesses never track.
Enquiries that never convert are not a success.
WHAT TO COMPARE COST PER ENQUIRY AGAINST
What an enquiry is worth to you.
If an enquiry costs less than it earns, spend more.
WHAT NOT TO MEASURE
Impressions Reach Likes and engagement
Those are not business outcomes.
CLICK-THROUGH RATE
Useful for comparing ads against each other.
Not a measure of success by itself.
HOW TO ATTRIBUTE ENQUIRIES
Conversion tracking, set up before spending Tagged links Asking every enquirer how they found you
THAT LAST ONE
Catches what tracking misses, particularly phone and WhatsApp enquiries.
WHAT TO REVIEW
Weekly during learning, monthly once stable.
