How to find out which adverts bring paying customers

Most small businesses can tell you how much they spent on a Facebook campaign. Very few can tell you how much money that campaign brought in. The gap is not the advertising platform - it is that the sale happens weeks later, on WhatsApp, by phone or in person, and nobody connects it back to the advert.

Start with one rule: every campaign gets its own link. Whether it is a Facebook advert, a radio mention with a short URL, a WhatsApp broadcast or a printed flyer with a QR code, give each one a distinct tracking link. In InfiCRM, creating a campaign generates that link for you.

Second, capture enquiries where the link lands. A form on your website - or InfiCRM's website tracker plus your existing form - records which campaign the visitor came from and keeps it with the lead, even if they come back days later through a search.

Third, keep the lead, the deal, the quotation and the invoice in one system. When the customer finally pays, the payment is linked to the invoice, the invoice to the deal, the deal to the lead, and the lead to the campaign. Now the campaign's revenue is a fact, not a guess.

Finally, compare like with like. Enter what you actually spent and let the system compute cost per lead, customer acquisition cost and return on ad spend. Keep the numbers the advertising platform reports separate from what you measured yourself - when they disagree, you want to see both.