Fetch Communications

The single most frequently asked question we receive is: How do I measure the effectiveness of my marketing? 

Marketing results are measurable and should ALWAYS be collected data, just as costs per marketing activity should always be calculated and recorded. 

Once you learn how to set up metrics — key performance indicators (KPIs) —you’ll understand the tremendous value of measuring the effectiveness of one campaign versus another, then campaigns IN PROGRESS (so you can adjust it in real time). You will be able to track where your marketing dollars are best spent, and stop spending on activities that yield poor ROI. Powerful!

1. Clarify Goals & KPIs

Set clear objectives—determine whether your goal is primarily lead generation, brand awareness, or customer retention. Next, select the relevant KPIs you should track, such as:

• Leads & Conversions (for sales-driven campaigns)

• Website Traffic & Engagement (for brand awareness initiatives)

• Customer Lifetime Value (CLV) (for retention efforts)

Tip: See link to www.qualtryics.com where you can find information and direction regarding this important metric and how It’s calculated.

2. Implement Proper Tracking

Many businesses fail at measuring ROI because they lack proper tracking tools. Here are methods you can employ:

• Use Google Analytics for website and conversion tracking

• Set up UTM parameters to track campaign performance (Short for Urchin Tracking Module and refers to snippets of text added to the end of URLs to help you track where web traffic comes from)

• Leverage CRM software (HubSpot, Salesforce, etc.) to track leads and customer journeys

• Implement call tracking if phone inquiries are a major conversion source.

3. Assign Value to Marketing Efforts

Determine how much a lead or customer is worth and track costs accordingly.

• To calculate the cost per lead (CPL) metric:

Divide the expenses attributable to a marketing campaign by the number of acquired leads. For example, if a startup spent $10,000 on social media ads in a month and acquired 200 new leads, the cost per lead (CPL) is $50.

• Compare the cost per lead from each marketing channel.

4. Use AI & Automation for Better Insights

Many AI tools can now analyze customer journeys, predict trends, and track attribution more effectively. You might want to consider:

• AI-powered analytics tools (Google Looker Studio, HubSpot’s AI insights)

• Automated reporting dashboards to consolidate data in real time

5. Focus on Multi-Touch Attribution

Many businesses mistakenly credit just the last touchpoint for a conversion. Multi-touch attribution models (linear, time decay, etc.) help you see which efforts contributed along the way.

6. Run Small, Measurable Experiments

A/B testing different strategies and gradually scaling what works ensures you’re investing in the most effective tactics.

Although it’s a broad topic, these 6 steps will get you well on your way to becoming performance metrics savvy. Drop us a “cheers” if you found this helpful.  If you have come to the conclusion that you need a consultant, we’re here to help. Don’t hesitate to reach out via the contact form on the bottom of our homepage.

Did we miss anything that you think is important? Feel free to comment below, we’d love to hear your thoughts!