The easiest thing is to watch likes and views — the numbers grow, it feels good. But those metrics rarely tell you whether the campaign is actually doing its job.
The real questions are different: how many people took action, how much it cost to earn one enquiry, and how many of those enquiries become clients. Those are the numbers that hit the bottom line.
If you don’t know what one client costs you, you’re not running a campaign — you’re hoping.
Set a goal before you launch anything. Without a clear goal, every number looks good — and none of them means anything.