Why Detailed Tracking Of Ad Campaigns Is So Important

Whenever we set up an ad campaign for one of our clients, we insist we do everything possible  to track the results. This includes dynamic call tracking, unique URLs, UTM codes in links, form  fills, and conversion tracking on the website or landing pages. 

To most this seems like a lot of extra work, but it is so important. Here is an example of why: 

I had a meeting with one of our clients this week and we went through all of their statistics like  we usually do. She had mentioned they were thinking of cutting back on their marketing  budgets to try to save money during the pandemic and asked if I thought they could cut back on  their ad spend with Google.  

Because we had been tracking absolutely everything, I could respond with actual statistics to  make a point that would surprise them.  

Our data showed they had received 36 phone calls from Google ads through their website, 17  more calls directly from ads, and 15 people requested appointments through the form on their  website. This brought the total number of appointment requests from their Google campaign to  68.  

I asked if it was reasonable to assume they closed at least 50% of these requests. She said they  probably closed more like 70% but let’s just use 50% to be on the safe side. That means they  would have closed 34 new patients from this campaign.  

If we assume an average value of a new patient to be $1000, they will bring in approximately  $34,000.  

They didn’t have a huge budget, only $1000, but the conversation quickly changed from should  we cut back to how much more do you think we should spend.  

Without all the tracking data we would have only been guessing and she wouldn’t have had any  idea that they were getting at least a 34x return on that investment. Notice I said investment?  The $1000 she was spending was no longer an expense to her.  

If you are going to spend money on advertising, do yourself a favor and track EVERYTHING!