Once sources are set up, the reports answer the question every marketing budget depends on: which channels produce business, not just traffic.
What is reported
| Figure | Means |
|---|---|
| Page views | Traffic that arrived. |
| Enquiries | How many of them got in touch. |
| Conversions | How many turned into something. |
| Estimates and sales | What it was worth. |
| Percent change | How the period compares. |
Choosing a period
Periods run from the last 30 days out to 36 months, plus this year and last year to date, and the same month last year. For anything seasonal, comparing with the same period a year ago is the only honest read.
Read enquiries against sales, not on their own
A channel producing lots of enquiries and no sales is costing you money twice — once in advertising and once in the time spent answering them. The source that produces fewer, better leads is usually the one worth more.
THE REPORT IS ONLY AS GOOD AS YOUR TAGGING