How to Track What’s Really Working in Your Marketing (and Stop Wasting Money)
Marketing your business can feel like throwing spaghetti at the wall and hoping something sticks. You’re posting, advertising, and investing in strategies, but how do you really know what’s working? If you’re not tracking your marketing data correctly, you might be wasting money without even realizing it.
In a recent episode of The Seed, I sat down with Jeff Greenfield—an expert in marketing analytics—to talk about why so many business owners feel lost when it comes to tracking their marketing efforts. The truth is, even big corporations struggle with understanding which half of their marketing is actually driving results.
Why Tracking Marketing Success is So Hard
For years, marketers have relied on Google Analytics and click-through rates to measure success. But Jeff explained that this method leaves out a huge piece of the puzzle.
The biggest mistake? Relying only on clicks. Marketing doesn’t work in a straight line where a person sees an ad, clicks, and instantly buys. Instead, marketing is a journey:
Awareness – Someone sees your content, but doesn’t engage.
Engagement – They interact with your brand, maybe watching a video or visiting your site later.
Conversion – When they’re ready, they finally make a purchase.
But here’s the kicker: most analytics tools only track steps 2 and 3—and completely ignore awareness. That’s why Jeff recommends a shift in mindset from tracking only clicks to also measuring impressions (the number of people who see your marketing content).
How to Track What’s Really Working
Instead of obsessing over clicks, Jeff suggests using this simple DIY method to track marketing effectiveness:
✅ Create a Google Sheet with these columns:
Date
Impressions (How many people saw your content)
Clicks (How many clicked on your link)
Sales (Or another conversion metric like downloads or sign-ups)
✅ Look for patterns. Does an increase in impressions lead to more clicks and sales a few days or weeks later? If so, you’ll start to understand what’s really driving conversions.
✅ Test and refine. Once you identify what’s working, focus more on those strategies and ditch the ones that aren’t getting traction.
Where Should You Be Focusing Your Marketing Efforts?
Marketing algorithms are changing constantly, making it harder for small business owners to get organic traffic. Here’s where Jeff sees the most success:
🔹 Facebook & Instagram Ads – Ideal if your audience is over 40. These platforms still dominate social media marketing, especially for service-based businesses.
🔹 TikTok & Snapchat Ads – Best for younger audiences (20s and early 30s). If your product or service appeals to Gen Z or Millennials, this is where they spend their time.
🔹 Connected TV (CTV) Ads – Streaming services like Hulu and Paramount+ allow you to advertise affordably, making your brand look more credible.
🔹 SEO & Blog Content – Google’s AI-driven search is making it harder to rank, but high-quality, niche content can still drive organic traffic if done well.
Thinking About Hiring a Marketing Agency? Here’s What to Ask
If you’re considering hiring an agency to help with your marketing, set clear expectations upfront. Instead of asking for more clicks, focus on awareness-building.
Questions to ask your agency: ✔️ How will you track and show me my brand’s awareness growth? ✔️ Do you measure impressions, not just clicks? ✔️ What reports will I receive to help me understand the ROI of my campaigns?
Final Thoughts: Marketing is a Long Game
Too many business owners expect instant results from marketing. But as Jeff pointed out, it’s a long-term strategy, like running a marathon—not a sprint. The businesses that succeed are the ones that focus on building brand awareness and tracking their efforts over time.
By shifting your mindset, tracking impressions, and testing what works,