Which numbers should the team track?
Choose measures according to the campaign objective and the information available. Attention measures describe exposure and interaction. Enquiry measures describe people taking a contact step. Sales outcomes require their own records.
A clear report states what each metric means, which accounts or campaigns it covers and the reporting dates. A large number without that context is difficult to interpret.
Keep these distinctions visible
Counts from different stages are not interchangeable. Someone can view a post more than once, interact in several ways or send an enquiry without being a suitable buyer.
- Views are not necessarily unique people.
- Likes, comments, shares and saves are different interactions.
- Enquiries are not confirmed sales.
- Scheduled visits are not the same as attended visits.
- Advertising spend is separate from agency fees and revenue.
Connect marketing reports with follow-up
Lead quality is easier to discuss when the sales team records what happened next. Track relevant conversations, reasons an enquiry was unsuitable and visit outcomes alongside the original source.
Attribution can be incomplete when people move across channels or contact the business directly. State the limits rather than assigning every outcome to the last visible click.
Use the report to decide the next action
Look for practical questions: does the landing page continue the ad’s message, are enquiries reaching the right team, and does the content answer the questions being asked? Adjust the part of the journey the evidence points to.
Our partnership portfolio labels its reported reach and media budgets separately. That distinction is deliberate: a useful conversation about performance begins by knowing what the numbers represent.
Explore Real estate marketing or see our partnership portfolio.