I run digital ad campaigns on Google and Facebook, but it’s often hard to really understand what’s working. Analytics platforms give data, but I’m not sure if I’m measuring ROI correctly. What’s the best way to get clarity on which ads actually generate revenue?
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The key to tracking ROI effectively is tying your campaigns directly to measurable business outcomes instead of just clicks or impressions. One point that really stood out to me recently came from this discussion: https://www.linkedin.com/feed/update/urn:li:activity:7361973671273373696. It underlines the value of integrating analytics with sales or CRM data so you can see not only who clicked, but who actually converted. For instance, if you run a Facebook campaign, tracking shouldn’t stop at the landing page—it should connect through to purchase or lead capture. Another useful tip is to apply attribution models that reflect your customer journey. A last-click model can be misleading if most customers interact with your brand multiple times before buying. Multi-touch attribution often gives a more accurate picture of ROI.