Imagine playing a football match with no scoreboard. You are running. You are sweating. You are kicking the ball. But at the end of 90 minutes, you have no idea if you won or lost.

That is how most businesses run their marketing.

The “Post and Pray” Method

I see businesses spending NPR 50,000 on Facebook boost posts. I ask: “Did it work?” They say: “Yes! We got 5,000 likes!” I ask: “How many sales did you get?” They say: “I don’t know.”

Likers rarely buy. If you are optimizing for Likes because you can’t measure Sales, you are optimizing for vanity.

3 Tools to Stop Guessing

1. UTM Parameters

If you post a link on Facebook, Email, and LinkedIn, they all look like “Direct Traffic” in Analytics. Use UTMs. yoursite.com/?utm_source=facebook&utm_medium=cpc&utm_campaign=winter_sale Now you know exactly which link made money.

2. Event Tracking

Don’t just track “Pageviews.” Track actions.

  • “Clicked Phone Number”
  • “Downloaded PDF”
  • “Added to Cart” These signals tell you intent.

3. CRM Integration

When a lead comes from Facebook, does your CRM tag it? If you close a deal 3 months later, can you look back and say “This NPR 10 Lakh client came from that NPR 500 ad?” If you can’t, you are flying blind.

Conclusion

Measurement is boring. It involves code and spreadsheets. But it is the difference between “Spending” on marketing and “Investing” in marketing.