Traffic tells one part
A delivered click tells you someone reached a destination through the campaign’s tracking. It does not by itself show that the visitor was suitable, became a lead or bought anything. Start by checking delivery against the campaign scope.
Define a useful lead
A form submission and a qualified enquiry are different measures. Agree what qualification means for your business, such as the right location, a relevant need and a reachable contact. Use that definition consistently when providing campaign feedback.
Separate pipeline and revenue
An opportunity is potential business. A quote is proposed value. A signed contract is committed value under its terms. Cash received is money actually collected. Avoid combining these into a single revenue number.
Compare fairly
Use consistent reporting periods and give leads comparable time to progress. A recent campaign may have enquiries still being worked, while an older campaign has had longer to produce sales. Record changes to offers, pages and follow-up that could affect the comparison.
Include the costs
Cost per lead divides campaign cost by the number of leads using your agreed definition. Cost per customer uses the number of customers won. Be explicit about whether the cost includes only media or also management and other delivery costs.
Choose the next change
Use the evidence to identify where the journey needs attention. Low landing-page response, unsuitable enquiries and poor sales follow-up point to different problems. Agree a focused change and review its effect before expanding the campaign.