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Knowledge base · 4 answers

Digital marketing: quick answers

Tracking, ads and leads.

Intermediate5 min

How do I set up conversion tracking in GA4?

Create events for the actions that matter, such as form submissions, calls and purchases, mark them as key events, and link GA4 to your ads accounts.

Steps

  1. Create events for forms, calls and purchases
  2. Mark them as key events
  3. Link Google Ads
  4. Check events in DebugView

Related: SEO & Marketing

Beginner3 min

What is a good cost per lead?

It depends on what a customer is worth to you. Work backwards from customer value and your close rate to find the most you can pay for a lead.

Steps

  1. Estimate average customer value
  2. Find your lead-to-customer rate
  3. Multiply them for the break-even cost per lead
  4. Aim well below that figure

Related: SEO & Marketing

Beginner4 min

Should I run Google Ads or Meta Ads first?

If people already search for what you sell, start with Google Ads to capture that demand. If they don’t, Meta Ads can create demand with visual campaigns.

Steps

  1. Check search volume for your services
  2. Start where intent is highest
  3. Track leads, not clicks
  4. Add the second channel once the first is profitable

Related: SEO & Marketing

Beginner2 min

What are UTM parameters?

Tags added to the end of a link that tell your analytics where a visitor came from: the source, medium and campaign.

Steps

  1. Use utm_source, utm_medium and utm_campaign
  2. Keep naming consistent and lower case
  3. Add them to every campaign link
  4. Never use them on internal links

Related: SEO & Marketing

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