Are you missing the complete picture with your lead tracking?

For any business using Google Ads to generate leads, tracking how many leads you’re generating is fundamental to measuring the success of your campaigns.

However, for many businesses, basic lead tracking isn’t enough to paint a complete picture of the impact PPC is having.

Take the example below of 2 campaigns which spent roughly the same:

• Campaign A generated 307 leads at a Cost Per Lead of £28.07
• Campaign B generated 262 leads at a Cost Per Lead of £32.02

At face value, Campaign A is the ‘winner’, with a higher volume of leads at a lower Cost Per Lead.

However, with a more comprehensive tracking setup, we can see that the lead quality of Campaign B was much stronger, and the actual results are:

• Campaign A generated £81k at a ROAS of 943%
• Campaign B generated £124k at a ROAS of 1,482%

We have a new winner! Despite generating fewer leads, Campaign B is driving higher quality leads, leading to more revenue at a stronger ROAS.

For any lead generation account we manage, we always strive to get as in-depth as possible with our tracking setup.

“How many leads did we generate?” is only part of the picture.

We strive to answer questions like:

1. Was the lead quality positive?
2. Did they turn into customers?
3. How much revenue did they bring in?

Naturally, this requires input from the client, or an in-depth tracking setup to automate this information (or both), but it’s well worth investing in.

Need to improve your tracking setup? Contact us today to request your free proposal.