Section 16
Measure what's working
Track where customers come from and what they cost, then do more of what works.
7 of 7 guides written. The rest are marked coming soon and become links when they are published.
Start here
- How to set up conversion trackingSet up conversion tracking in an afternoon: pick the one action that makes you money, count it as a key event in free Google Analytics 4, test it with a real conversion, save where every customer came from, and add Google, Meta or LinkedIn tags only before you spend on ads.
- How to use UTM parametersTag every link you share with UTM parameters so Google Analytics shows which post, message or email brought each signup or sale, with a copy-ready naming sheet, a link formula and a 30-minute Sunday check.
Know what each customer costs
- How to calculate CAC and payback periodCalculate CAC and payback period with a few customers and almost no ad spend: one sheet of dollars and hours by channel, a 5-minute daily log, and a Sunday rule for where your money and hours go next.
- How to calculate break-even ROASD2CCalculate your break-even ROAS from what one order really leaves you after product, packing, shipping, fees and returns, then check every ad against Shopify's orders each day and move your budget every Sunday by a simple cut, keep or add-20% rule.
- How to track which channel brought each dealB2BTrack which channel brought each deal with one Source field on every deal in a free CRM: a list of 10 lead sources, the buyer's own answer on every first call, hidden UTM fields on your quote form, and a Sunday count of calls, proposals and won dollars by source that moves your hours after 4 Sundays.
Review and adjust
- How to run a monthly marketing reviewRun a monthly marketing review in 90 minutes on the last Sunday of the month, on top of your weekly Sunday count: check the numbers against your own records, mark each channel keep, more or stop by one rule, fix the one step where buyers drop off, and set next month's targets.
- How to get growth moving again when it stallsGet growth moving again when your first signups, orders or enquiries go flat: count the last 8 weeks from your own records, test your signup or checkout as a stranger, find which source ran dry, restart 100 personal messages and 20 answers a day, and compare with your best 4 weeks every Sunday.