It can be incredibly frustrating to work on a marketing campaign and not see the results you anticipated. Unfortunately, it is not uncommon. A campaign that sounded like a great idea can turn out to be a dud.

The backbone of any successful marketing campaign is ROI, or return on investment. This is the factor that can measure the efficacy of your marketing efforts. However, it requires a bit of work on the front end to set up and then track how each customer found your business adequately. That’s probably why even in 2025, a significant portion of marketers still struggle to effectively measure campaign performance, with many citing a lack of time or the right tools for analysis.

Marketing just to market is never a good idea. Everything you do should have supporting data to back the investment you make. Knowing what works and what doesn’t can help you make smarter marketing decisions, reduce marketing waste, and quickly grow your business. 

Why marketing tracking is critical for business

If a customer calls, do you ask them how they found you?

Companies that place marketing data (or insights) at the forefront of their decision-making are not only more agile, but they are also more likely to see a significant return. On average, businesses earn about $5 for every $1 spent on digital marketing, with email alone yielding a 3600% ROI.

Yes, work is involved, but it is well worth the effort. In 2025, with so many new platforms and technologies, a lack of data-driven strategy is a recipe for failure. The most successful brands will be those that have mastered analytics to inform their decisions.

Many businesses believe their marketing efforts bring in new customers, but few can provide data to support their claims. The gap between data-driven brands and the rest is widening.

How to begin tracking your marketing efforts

1. Set goals. The first step towards using data to drive marketing success is to set clear, measurable objectives. What do you want to achieve this year? How much do you want to grow? Do you want to bring in more of a particular type of customer? Do you want to grow a product or service within your business?
2. Understand your target audience. Use data, not just demographics, to make decisions about which marketing vehicles are most relevant. With the rise of AI and personalization, generic content won’t cut it in 2025. Customers now expect hyper-targeted ads and tailor-made recommendations. Use insights from all your channels to create personalized experiences that resonate with your audience and build trust.
3. Determine your customer lifetime value. What is a customer worth to your business? If you make an average of $1,000 per customer and spend $2,000 on an advertisement every month, you should be bringing in at least two new customers each month from the ad. If you aren’t, you need to consider changing the ad or going another direction.
4. Use insights from related campaigns to inform another. Data from Google PPC can help inform on SEO. Implementing new marketing tactics can be a little scary without insights. But related data can help guide your decisions. Remember, marketing is fluid. You can always stop if something isn’t working.
5. Ask your customers how they found you. Asking this critical question is still the easiest way to track results. The reason you market is to grow with new customers, so don’t be shy. Ask every single inquiry how they found you. Dig a bit. If they tell you the internet, ask where on the internet. What keywords did they use? Was it Facebook? Instagram? If they say it was word of mouth, get the name of the person who referred them and send a thank you to that person. Create an item in your database for “source” and fill it out. Ensure you can pull source data in a report to see how customers are finding you.

Using insights to help make marketing decisions allows you to manage your marketing budget more effectively and cut overall spending. If something isn’t working, stop doing it and divert those marketing dollars toward something that may work better. Marketing doesn’t have to be expensive to be effective. Making decisions based on data will help ensure your investment is well spent. Need help? Give us a call for a complimentary 30-minute marketing consultation.