The one mistake most companies are making when generating leads online

When you’re generating leads online you generally setup conversion tracking and measure and optimise every campaign you’re running. Over time, you cut the poor performing campaigns and allocate budgets to the channels delivering the lowest cost per conversion. This strategy results in your cost per lead decreasing month-on-month, which is great. But there’s one element that a lot of companies are missing when running campaigns in this way, and that is lead quality. If you’re not tracking the quality of your leads correctly, then over time you could be optimising for lower quality leads. This can look great in...

Read More