Short answer. Give each marketing source its own trackable entry point, record the source whenever an enquiry arrives, and review cost per lead by source every month. Do this before adding another channel.
Why it matters
If every enquiry is logged as "online", you cannot tell which spend works. Businesses often keep funding a channel that produces clicks but no customers, while a quieter channel that produces sales gets ignored.
Step 1: tag your links
Add UTM parameters to every link you share in ads, emails and social posts. The three most useful are utm_source (where the link was placed), utm_medium (the type, such as paid or email) and utm_campaign (the specific campaign). Analytics tools then show which link brought each visitor.
Step 2: separate the entry points
Use a distinct form, WhatsApp link, phone number or QR code for each major source. A printed flyer with its own QR code, for example, tells you exactly how many people it reached.
Step 3: record every lead in one place
Use a CRM or a simple spreadsheet. For each lead, capture:
- Name and contact details
- Date and source
- What they asked for
- Current stage: new, contacted, qualified, proposal or won
- Value, once known
Step 4: ask how they found you
Add a short "How did you hear about us?" question to forms and phone scripts. Self-reported answers catch sources that links cannot, such as word of mouth.
Step 5: review monthly
Divide spend by leads to get cost per lead for each source, then compare how many of those leads became customers. Also track how quickly you reply, because slow follow-up loses leads that marketing already paid for.
Common mistakes
- Tracking clicks instead of enquiries.
- Sending every source to the same form with no source field.
- Never updating lead stages, so wins cannot be traced back to a source.
Vareqsa sets up tracking, CRM-driven follow-up and monthly reporting as part of its growth work. See the services page for details.