seojealous

in my work with ecommerce sites, it’s relatively easy to determine whether organic efforts and paid campaigns are working - we either sell more product, or we don’t. with the help of good anayltics tools, traffic can be easily tied to dollars. yes, i’m being overly simplistic here, but money is the ultimate kpi.

these days, a much bigger portion of my work involves getting exposure for small- to medium-sized businesses that offer services, not stuff. since fedex won’t deliver a dentist or licensed massage therapist to your door, those actual visitor-to-$$ conversions tend to happen offline. leads are generated online when users submit an intake form, send an email, or find the number and pick up the phone. leads are relatively easy to track from my end. but leads don’t always turn into dollars. it becomes much more complex to follow traffic past the point of lead generation and into the realm where actual monies are exchanged. so what are the best ways to measure roi for these clients?

part 2 (the good part) to follow. cue suspenseful cliffhanger music here.