Measuring the return on your digital marketing
How to track whether your website, ads and social media are paying off, in terms of enquiries and revenue.
EvoAstra team14 Nov 2026 · 3 min read- Track every enquiry back to its source
- Compare cost per customer, not just cost per click
- Include the value of repeat customers
Spending on marketing without measuring results is like running a shop without counting the till. You do not need complex tools to know what is working.
Track the source of every enquiry
- UTM tags on links from ads, emails and social bios
- Call tracking or separate numbers for major campaigns
- A how did you hear about us question on forms and calls
- Unique codes for offers on different platforms
Measure the right costs
Cost per click and reach are useful signals, but the real question is cost per customer. Divide total spend on a channel by the customers it brought.
Consider lifetime value
A customer who buys repeatedly or refers others is worth more than the first sale. Channels that bring loyal customers may justify higher acquisition costs.
Report monthly
A simple monthly table of spend, enquiries, customers and revenue by channel shows where to invest more and what to stop.
- UTM tags
- Enquiry source recorded
- Monthly spend by channel
- Customers by channel
- Revenue and repeat rate
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