How Do You Track the Real Value of a PPC Lead?

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ninaandersson

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Hi everyone, I am running PPC campaigns and getting a decent number of leads, but I am not sure how to measure the real value of these leads. some leads convert into customers, while others do not. How do you track which PPC leads are actually valuable and which ones are not?
 
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Connect your leads to a CRM and track which ones become qualified opportunities and paying customers. Passing those offline conversion events back to the ad platform gives you a better picture than form fills alone.
 
Track leads until they become customers, not just based on lead count.
 
In my opinion, one useful way is to tag leads leads by quality and see which type actually becomes a customer.
 
to be honest i dont think you can actually be too sure on the keywords that will bring leads because you cant predict human behavior, but you can track and levrage past behavior
 
yeah, i’d look at the clicks first. if one device or time of day has way higher costs, i’d dig into that before trusting the lead numbers too much.
 
ninaandersson said:
Hi everyone, I am running PPC campaigns and getting a decent number of leads, but I am not sure how to measure the real value of these leads. some leads convert into customers, while others do not. How do you track which PPC leads are actually valuable and which ones are not?
Click to expand...
I’d follow each lead all the way to the final sale and compare revenue to ad spend because lead volume doesn’t show which PPC campaigns are actually profitable.
 
Compare the revenue from each campaign, not just how many leads it brings.
 
I’d track leads beyond the initial form submission by connecting CRM data with PPC campaigns, then measure qualified leads, sales, revenue, and customer lifetime value.
 
I track the leads in my CRM and mark which ones become paying customers, so I can see the real value later.
 
Look at your specific search terms report rather than just the conversion count column. A lot of cheap leads come from low-intent, informational search phrases. Once you map your actual sales data back to the exact keywords that triggered them, you can aggressively add the non-converting terms to your negative keyword list to stop burning ad spend on window shoppers.
 
track revenue back to the original click, not just the form submission.
 
add conversion tracking and pass sales data back to the ad platform, this gives a better picture.
 
add conversion tracking for the actual sale. a cheap lead isnt always a good lead.
 
I normally trace the lead even after the first conversion, such as whether or not they turn into customers, how much money they bring, and ultimately the profit made from the ads.
 
ninaandersson said:
Hi everyone, I am running PPC campaigns and getting a decent number of leads, but I am not sure how to measure the real value of these leads. some leads convert into customers, while others do not. How do you track which PPC leads are actually valuable and which ones are not?
Click to expand...
Ask your sales team which leads are actually useful, because they can spot quality things that PPC numbers miss.
 
you can mark leads as qualified or unqualified in your CRM and then compare that data with the PPC source.
 
A lead that buys once may be less valuable than one that becomes a repeat customer, so I’d track both.
 
Honest, I would monitor what follows once the lead is acquired. Focus on qualified leads, sales, revenue, and customer value, and not every form filling in as a success for PPC leads.
 
I would analyze the whole customer experience, and not only the first lead. Compare the quality of the leads, sales, revenues, and lifetime value of the customer with your PPC costs.
 
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