For most local businesses, the main objective of advertising is lead generation, while the sales objective is lead conversion into closed deals. If one isn't tracking inbound leads, then don't waste money on advertising. Understanding what the results of a business advertising is as important as the advertising itself. Types of Internet leads include: calls, coupons, customer call back requests, emails and online chat. It is vital that each and every one of these is recorded as to who (and recording for calls), when, and where by a lead tracking system. As important is understanding what potential customers are actually doing on the advertising website. What pages are visited, for how long, how many people viewed a coupon but did not print it, where are people coming from. All of these metrics must be used to tune and update the advertising website as to maximize one's conversion to leads. Analysis of the leads and metrics a long with sales feedback and preferably sourcing (Drive-by, Referral, Internet, Print, TV, etc.) is a a critical part of the tuning and modifying both the ads, advertising website and the sales strategy and tactics for handling the incoming leads. A single system for tracking, metrics analysis and updating gives a business the best return on the advertising investment.
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The MetroGuild System
Running a successful internet advertising campaign is as easy as 1-2-3 with the MetroGuild System.
Learn the Lingo
The landing page is the page that appears when a potential customer clicks on an ad. The page usually displays content that is the logical extension of the ad.
A ‘hit’ is a single visit to any page on the internet. It is often used as a tracking metric to tell you how many times a particular page has been viewed. In the case of web statistics it tells you how many people have visited your site.
Actions & Conversions
Any click or key press on the landing page is called an action. An action may or may not result in the conversion of a hit into a lead. A conversion is when the visitor completes a pre-defined action converting them from a hit into a lead. Typical conversion actions include phone calls, coupon prints, email messages and callback requests.
A lead or sales lead is a normal hit/visitor that has been converted. It can also be defined as a verified potential sale that must be closed according to your normal business practice.
The ratio of Leads vs. Hits is the conversion rate of a landing page. It is the single most valuable metric in determining the efficacy of a landing page's design.