Results
How we measure and report marketing results
There are no case-study figures on this page yet. There is the list of numbers we report for every client, where each one comes from, and what reaches you each month.
Why we report in leads and revenue
Clicks, impressions and reach are easy to grow and easy to buy. None of them pays a salary. An owner wants three answers: how many real enquiries came in, how many became appointments, and how much money each channel brought.
Those answers live in different places. The ad platform knows the click, the form knows the enquiry, the calendar knows the appointment, and the sale sits in a till, a contract or an invoice. Our job is to join them up and report the joined result.
A cheap lead who never picks up the phone costs more than an expensive one who books. Our article on cost per lead works through the arithmetic.
What we measure for every client
| Number | The question it answers | Where it comes from |
|---|---|---|
| Cost per qualified lead | Are we paying for enquiries that match what you sell? | Ad spend divided by leads marked qualified in the CRM |
| Cost per booked appointment | What does a filled slot in your calendar cost? | Ad spend divided by leads that reached the booked status |
| Show rate | Do the people who book actually come? | Booked leads later marked as attended |
| Close rate | How many of those who came went on to buy? | Attended leads marked as won, with the amount |
| Revenue by source | Which channel and campaign brought the money? | Won amounts, grouped by the source saved on each lead |
| AI answer presence | Do assistants name you for the questions buyers ask? | A fixed list of questions put to each assistant every month |
| Search visibility | Are your pages found for the searches that sell? | Google Search Console: indexed pages, queries, clicks |
How each number is measured
A source on every lead
Each lead is saved with where it came from: the campaign, the ad, the page or the tracked phone number. Leads with no source are counted and chased, never spread across channels by guesswork.
Status history in the CRM
Every lead moves through dated statuses in the CRM: new, contacted, qualified, booked, attended, won. We can see how long it waited and where it stopped.
Search Console and AI checks
Search visibility is read directly from Google Search Console. AI answer presence comes from asking each assistant the same questions every month and logging the answers with our tracking.
Feedback to the ad platforms
When a lead is qualified, books or is won, that event is sent back to Google Ads and Meta, so the platforms learn which clicks turn into customers.
Revenue from your team
Only your team knows what a sale was worth. They record it on the lead in the CRM, or we agree with you on how sales kept elsewhere reach the report.
What a monthly report contains
Each report is followed by a decision call, described in our approach.
- The agreed numbers first, from qualified leads to revenue by source
- The same numbers for the previous month, and for the same month last year when the history exists
- Spend by channel and campaign, next to the leads and sales each one brought
- Search visibility and AI answer presence for the questions we track
- What we changed during the month, and what each test showed
- What we recommend, in order, with the decision we need from you
Where the case studies will go
This page will hold case studies, published with each client’s permission: the starting point, what we changed, the period measured and the numbers, each with its source. Until a client agrees, there is nothing to publish, and we will not fill the gap with industry averages or borrowed screenshots.
Frequently asked questions
Do you still report clicks and impressions?
Yes, further down the report, because they help find problems: a drop in impressions, a rising cost per click. They are diagnostics. The top of the report is about leads, appointments and revenue.
What counts as a qualified lead?
We define it with you in the plan, before launch. For a dental clinic, it might be a patient asking about a treatment you offer, in your area. For a property developer, a buyer whose budget and timing match a project.
What if our team does not update the CRM?
Then cost per lead is the last number we can trust, and the report says so. Show rate, close rate and revenue by source all depend on your team marking what happened. We keep that step as short as we can.
How do you measure presence in AI answers?
We keep a fixed list of the questions your buyers ask, in each language you sell in, and put them to the main assistants every month, logging whether you are named, cited and described correctly. Our guide on tracking AI search traffic covers the visits.
Last updated · By the Napexy team
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