Conversions & Attributions

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    As someone who has spent years running digital marketing campaigns and optimising websites, I've seen many businesses struggle with one fundamental question: Where are your leads coming from? It sounds simple, but for many business owners, it needs to be clarified where their marketing dollars produce results. They're running Google Ads, experimenting with Facebook Ads, and even investing in SEO—but when I ask how many leads each channel generates, they often don't answer.

    This uncertainty is a huge problem because, with proper attribution, you can effectively optimise your campaigns. Marketing attribution is about understanding which channels drive results so you can make informed decisions about where to allocate your budget.

    Simplifying Attribution with Hidden Landing Pages

    One of the easiest ways I've found to solve this problem is by creating hidden landing pages for each of your ad campaigns. Whenever I set up a Google or Facebook ad, I direct the traffic to a specific page on the website that is hidden from the public. Search engines don't index this page, so the only people who land on it are those who clicked on that ad.

    This strategy makes attribution incredibly simple. Every form submission or inquiry on this landing page is directly linked to that ad campaign, giving me a clear picture of which ads drive conversions. It's a straightforward approach, but it's highly effective in ensuring that I can measure the exact performance of each channel.

    Call Tracking for Precise Data

    Tracking leads continue beyond form submissions. One of the most valuable tactics I've incorporated is call tracking. With this, I assign a unique phone number to each ad campaign so I know exactly where each call comes from. Whether someone sees a Google Ad or a Facebook Ad and decides to call, that unique number tells me which ad is responsible.

    Call tracking is affordable and easy to set up. In many cases, I've helped clients discover that a significant portion of their conversions were happening over the phone, not just through forms. This data allowed them to understand their customers' journeys better and reallocate the budget towards campaigns driving high-value phone leads.

    Knowing Your Cost per Lead

    Once you have attribution, the next step is determining your cost per lead. This is one of the most critical metrics in digital marketing because it tells you how much you pay for each potential customer. I've worked with clients spending small amounts on Google Ads—$500 a month, for instance—but not knowing if that was enough to generate a good return. They couldn't confidently scale their campaigns without knowing their cost per lead.

    For one client, we set up unique tracking methods, and after a few weeks, we could see that each lead was costing them about $70. We also found that one in three leads converted into a paying customer. We could confidently increase their ad spend with this data, knowing it would lead to more profitable business.

    The Power of Multi-Touch Attribution

    Of course, most customer journeys aren't linear. Potential customers may interact with your brand multiple times before converting—maybe they first see a Facebook Ad, then visit your website via a Google search, and finally call after clicking on a remarketing ad. This is where multi-touch attribution comes into play.

    Rather than giving all the credit to one interaction, multi-touch attribution allows you to see how each channel contributes to a conversion. This is especially useful when you're running integrated campaigns across different platforms. By understanding each touchpoint's role in the customer journey, I can make smarter decisions about where to invest more budget and which areas may need fine-tuning.

    Optimising Facebook Lead Forms

    One of the biggest challenges in Facebook ads is lead quality. Facebook makes it easy for users to submit their information through lead forms, which often results in many low-quality leads. To combat this, I've learned to create more friction in the process.

    Adding a few extra steps or requiring more detailed information in the lead form allows me to filter out the less serious prospects and focus on high-intent leads. This approach helps reduce wasted time and effort on unqualified leads, ensuring that my clients only engage with those more likely to convert into paying customers.

    Scaling with Confidence

    Once you've implemented attribution and know your numbers—such as cost per lead and conversion rates—you can confidently scale your campaigns. Too often, I see businesses hesitate to increase their ad spend because they don't have the data to support their decisions. But when you know exactly how much each lead costs you and how many leads are turning into customers, you can make informed decisions about where to allocate more of your budget.

    For example, after we tracked the performance of one client's Google Ads campaign, we found that their cost per lead was well within a profitable range. Armed with this information, they felt confident tripling their budget, which led to a substantial increase in conversions and revenue.

    The Importance of a Fast Response

    Getting leads is one thing, but converting those leads into sales requires quick and effective follow-up. I've seen campaigns generate plenty of leads only to go cold because the sales team needed to respond faster. A key takeaway from my experience is that you must be ready to engage with leads via email, phone, or SMS as soon as they come in. Speed matters in today's fast-paced digital world and businesses that respond quickly are far more likely to close the deal.

    The Bottom Line: Know Your Numbers

    Everything comes down to knowing your numbers. If you don't know how much each lead costs or which campaigns drive the most conversions, you're essentially flying blind. This is why attribution is so important. Using tactics like hidden landing pages, call tracking, and multi-touch attribution, you can clearly see what's working and what's not.

    With that data, you can confidently make decisions that will help you grow your business. Whether it's increasing your ad spend on Google, fine-tuning your Facebook lead forms, or optimising your SEO efforts, understanding where your leads come from is the foundation of a successful digital marketing strategy.

     

    CMO Eugene

    CMO Eugene

    Eugene has dedicated over 20,000 hours to mastering the digital marketing landscape, boasting a proven track record of driving business success through innovative online strategies. His expertise spans across crucial areas such as SEO, PPC advertising, social media management, and website development. Known for his strategic acumen and results-oriented approach, Eugene has significantly enhanced the online presence and profitability of hundreds of businesses across various industries.

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