Well a rule of thumb, if you cannot measure it don’t do it!  Simple as that.  If you have online ads, and offline ads, have different ways to measure it.  Of course you cannot control all offline, but you can control a vast majority of online.  If a person clicks on something you know what they clicked on, how many pages they viewed, and if you are advanced enough you can tell what phone number they called and all sales associated with them.

Don’t think that an online marketer isn’t aware of this, make sure you are smart about your money spend and understand that every lead going to your website should be counted as revenue from an online lead so you can analyze your ROI and make educated decisions on what really works and what doesn’t.

As always more later.

Oh well….