Connecting spend to results.
WHY IT MATTERS
Without it, you know what you spent and not what you got.
WHAT TO SET UP BEFORE SPENDING
Conversion tracking for form submissions Tracking for purchases, if you sell online A way to attribute phone and WhatsApp enquiries
THE FORM SUBMISSION METHOD
A thank you page, recorded as a conversion.
FOR PHONE ENQUIRIES
Harder. Options include a separate number for advertising, or recording taps on the phone link.
FOR WHATSAPP
Record clicks on the WhatsApp link.
Many Nigerian enquiries arrive that way and go unmeasured.
THE MANUAL METHOD
Ask every enquirer how they found you, and record it.
Less precise, and it catches everything.
WHAT TO DO WITH THE DATA
Compare cost per enquiry across terms, audiences and platforms.
Shift budget accordingly.
WHAT WITHOUT TRACKING LOOKS LIKE
Spending for months with no way to tell what worked.
That is the common situation.
