Expert answer / 25
How can I see what marketing works in 2027?
Short answer
Follow marketing through to revenue, not just clicks or leads. AI can shape how people discover and shortlist businesses, so last-click reports may miss the channels that helped earn the sale. Combine tracking data with CRM records and what customers tell you.
What should I measure?
Connect campaign activity to closed sales using platform data, your CRM and a simple question to customers.
- Track forms, calls and bookings.
- Record the source of every enquiry in your CRM.
- Review cost per sale as well as cost per lead.
- Ask customers how they heard about you.
Why look beyond clicks and leads?
A dashboard full of clicks and form fills won’t tell you which channels produce profitable customers. Tracking through to the sale helps you spend more on what works and less on activity that only looks busy.
- AI influence: Someone may see your business in an AI answer, then search for your name or visit directly. Ask how they found you.
- Multiple touchpoints: Most Australian buyers interact with more than one channel before deciding.
- Data quality: Missing conversion or source data makes every channel harder to assess.
How do I connect marketing to revenue?
- Check that every important conversion action is tracked.
- Make sure lead sources are captured and kept in your CRM.
- Review closed-won revenue by source each month.
- Ask “How did you hear about us?” during the sales process.
- Compare results with the previous period, as well as your targets.
Factors to consider by type of business
- Online and ecommerce
- Combine platform revenue tracking with the source recorded against each order.
- Local services
- Use call tracking and CRM notes. Many leads call instead of filling out a form.
- Hospitality
- Pair booking system data with direct questions to customers.
- Professional services and B2B
- Track CRM stages so you can see which sources lead to later-stage opportunities.
Other considerations that affect results
- AI influence
- Some customers may see your business in an AI answer, then search for your name or visit directly.
- Multiple touchpoints
- Most Australian buyers interact with more than one channel before deciding. Last-click attribution may understate the channels that helped them discover and shortlist you.
- Data quality
- Missing conversion or source data makes every channel harder to assess.