Define a lead before comparing campaigns
A commenter, a price inquiry and a confirmed booking are different stages. Marketing and sales should agree on new lead, qualified lead, booking, visit and sale. If definitions change between periods, growth charts mislead.
Capture source and campaign at the first conversation, then preserve that link as the customer progresses.
Measure conversion at each step
Ask how many inquiries were qualified, booked, visited and purchased. Each step suggests a different fix: targeting, consultation or appointment reminders.
Illustrative example: campaign A generates more messages but fewer visits than campaign B. Top-of-funnel volume alone can misdirect spend.
Compare like with like and include cost
Use the same channel, branch, definition and equivalent number of days. Sales may be recorded later than the lead, so consider both acquisition and close dates.
Record ad spend and relevant costs. A before-and-after chart alone does not prove the software caused growth; seasonality and promotions also matter.
Feed learning back to media
A high-view video is not automatically a high-quality lead source. Show which topics create relevant questions, bookings and visits. Use common customer questions to plan useful new content.
Trend ideas need a source, observation date and human review.
Explore the workflow, then identify your business’s main bottleneck.
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