Are you looking at the right stats when determining if your marketing is working effectively?
I preach this to my clients all the time but I nearly fell into the trap myself this week before I realised what I was doing.
I am running Facebook Ads for a client and was testing out some new targeting options.
The ads are promoting a free opt-in and I was disappointed when the ads were converting at about $4 per opt-in (previously with the different targeting it was around $2.50 to $3.00 per opt-in).
I was just about to turn that targeting off but thought I would check on the sales happening behind the opt-ins.
When someone opt-ins to receive this free downloadable resource they are then sent a series of emails and other content before giving them the option to make a purchase of a $2,000 course.
And the results were amazing!
From a $2,000 ad spend we had made 10 sales from those ads! $2,000 turned into $20,000 worth of sales.
Some of the other targeting options had a cheaper cost per lead for the opt-in but they weren’t resulting in as many sales.
Sales are what we ultimately want!!
The number of email subscribers or website visitors or followers does not matter one bit if we aren’t getting sales!!
Hope this helps when you are next evaluating your marketing efforts.