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A click is not a customer
Tell attention, enquiry, and sale apart so you can see where money is actually lost.
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Three numbers, often confused
Advertising reports show clicks. Bank statements show sales. Between them sits the enquiry, and most of the confusion about whether advertising works lives in that gap.
Keep & share
The takeaway
Clicks, enquiries, and sales are three different quantities. Improving the wrong one costs money quietly.
Next step: Write down your last month's clicks, enquiries, and sales, and find which of the two gaps is widest.
Source notes
- Editorial explainer; figures are illustrative and labelled.