Why did the cost of leads increase?
What to compare with the increase in the price of inquiries: demand, budget, ads, page, analytics and quality leads.
- Topics
- Marketing
- Date
- Reading time
- 2 min
The price of leads can rise for various reasons. Competitor rates, seasonal demand, website, campaign budget or how to count inquiries have changed. Before changing the settings, check to see if you are comparing the same data.
Match the periods
Expenditure, clicks, leads and proportion of relevant inquiries for each service and region. If before the target was any click on the phone, and now only a real call, the increase in “cost” may be the result of more honest accounting.
Check the changes
When did you change your budget, strategy, ads and landing pages? Have the forms stopped working? If several factors have changed at the same time, it is difficult to attribute the result to one of them. Make a chronology.
Look at the quality
Cheap non-target leads are no more profitable than expensive subject queries. For a construction company, it is important what object and scope of work was discussed, not just the number of forms filled out.
Post-effect will analyze the reason for changes in advertising and on the site, show data and suggest the next step. Service: Audit of the current Directorate.
