Big jumps in sales — you’ve seen them. A link gets shared in group chats or community channels, and suddenly tickets start flying.
But most of your sales come from Instagram… right?
Or at least, that’s what you think.
Have you ever actually measured it?
Be honest — could you confidently say which channels are driving people to take action or buy a ticket? Do you know which platforms are truly converting? Could you break it down in numbers?
Most business owners can’t. And that’s a huge missed opportunity.
When you know exactly where your sales are coming from, everything changes. You can refine your campaigns, double down on what works, and cut back on what doesn’t — quite possibly reducing your ad spend in the process.
That’s why, when I work with retainer clients, one of the first things I do is set up analytics tracking and a custom dashboard tailored to what matters most to them — ticket sales, email sign-ups, form submissions, enquiries, etc.
Then, for every campaign, I implement URL parameters so we can clearly see which channels are making the biggest impact.
Some leaders hesitate to do this. Perhaps they prefer not to know — in case a campaign doesn’t perform as expected. But without clarity, there’s no improvement.
Measurement gives you the insight to see what worked and what didn’t, so we can build on our learnings and make continuous improvements.
This becomes especially powerful when you’re working with higher volumes — events, webinars, memberships, etc. If you’re running regular events, growing your audience, or building community, you’d be silly not to be using these stats.
Curious what your numbers would actually say? Let’s take a look together. For most organisations, we can set up basic Analytics tracking in about two weeks.
And if you want to start engaging with those high-impact channels that lead to new audiences, we can help with that too.
📌 This was Issue 31 of The Forward — our regular newsletter for conscious-minded business leaders.
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