Measure the baseline before you buy ads
If you do not know what the site does today, you cannot tell whether next month’s ad spend made a difference.
Three numbers to write down first
Take them from the last 90 days, before any campaign starts, using the same tool you will report from later.
Visits that could buy
Sessions on product, service or pricing pages. Not total traffic.
The conversion you count
One defined action: an order, a quote request or a booked call.
Cost per conversion now
What you already spend to win one, even if the spend is your time.
Define the conversion before anything else
“More leads” is not a measure. Decide which single action counts, where it is recorded and who confirms it is real. A contact form that sends spam is not a lead.
Then check the tracking fires once per action, on a real test, before the first ad runs.
Keep the comparison fair
- Compare the same length of time, and allow for seasons and holidays.
- Change one thing at a time where you can: the ads, or the landing page, not both.
- Report from the same tool every month, with the date range stated.
Worksheet
Your baseline, on one page
Fill this in before you brief anyone on ads. Keep a copy; it is what next quarter’s results get compared with.
Want us to set the baseline?
We check your tracking, agree the conversion definition with you and record the starting numbers before any campaign runs.
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