How to Tell Which Marketing Is Actually Working

Clean conversion tracking turns opinion into a decision you can defend.

Most marketing arguments are really measurement problems. If you cannot attribute a booked job to a channel, every channel sounds equally plausible.

Define conversions that represent money: a submitted quote request, a completed booking, a qualified call. Page views are not conversions.

Record the source with the lead itself, in your CRM, rather than relying only on analytics reports built for aggregate traffic.

Review monthly and change one thing at a time. Attribution is imperfect, but a consistent, imperfect method still ranks your channels correctly.