Clicks and impressions describe activity, not value; measuring whether a campaign is worthwhile means connecting spend to actual business outcomes like enquiries, bookings or sales.
Start with conversion tracking
Before judging any campaign, make sure calls, form submissions, WhatsApp clicks or purchases are actually being tracked as conversions. Without this, cost-per-click comparisons alone say very little.
Cost per conversion as a core metric
Knowing how much you spend, on average, to generate one enquiry or sale lets you compare that figure honestly against what that conversion is typically worth to your business.
Looking beyond last-click attribution
A customer may see a display ad, later search directly, and finally convert through a search ad; attributing the entire result only to the last click can understate the value of earlier touchpoints.
Connecting online leads to actual sales
Not every tracked enquiry becomes a paying customer, so cross-checking with your actual sales or booking records over time gives a more honest picture of real return than online metrics alone.
Reviewing performance over a sensible time period
Judging a campaign after a few days rarely gives enough data to draw firm conclusions. A few weeks of consistent spend usually provides a more reliable basis for decisions.
Key takeaways
- Set up conversion tracking before evaluating any campaign
- Track cost per conversion, not just cost per click
- Consider that multiple touchpoints often contribute to one conversion
- Cross-check online leads against actual sales or bookings
- Allow a reasonable time period before judging campaign performance