/ Marketing
How do I measure marketing ROI?
Track where every enquiry came from, then compare cost per acquisition against customer value. Ask every caller how they found you.
/ 01
The short version
You don't need attribution software. You need to ask and record.
/ 02
What actually matters
- • Add a 'how did you hear about us' field to forms and calls.
- • Use call tracking numbers per channel if volume justifies it.
- • Set up conversion tracking on ads and forms.
- • Compare cost per customer against lifetime value.
- • Review quarterly, not weekly — small numbers are noisy.
/ 03
The bit most people get wrong
Self-reported attribution is imperfect but far better than nothing, and it catches word-of-mouth that no analytics tool will ever see.
/ 04
What to do next
Add one question to your enquiry form this week: 'How did you find us?'
/ 05
Where RIOT fits in
We're a small Colchester studio helping UK SMBs get marketing measurement right without agency waste or freelancer flake. If you've read this far and you want a second opinion on your specific setup, book a 20-minute call and we'll tell you honestly whether it's worth doing anything at all.
We work with clients across Essex, Suffolk, London and the wider UK — and remotely with brands abroad. No lock-in, no monthly retainer minimums, no pretending your problem is bigger than it is.
/ FAQs
Common questions
Is last-click attribution wrong?
It undercredits awareness channels, yes.
Do I need a CRM?
Above 20 enquiries a month, it pays for itself.
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