How to Audit and Identify Why You Aren’t Hitting Lead Volume Goals
Here’s how to quickly identify the problem.
Audit Checklist
Gather the Following Items to Prepare for Your Audit.
Analytics List:
Marketing KPI List:
(Pull the following MoM, YoY, and by platform/channel.)
Marketing Quality KPI List:
(Pull the following MoM, YoY, and by platform/channel.)
Now, once you have gathered the entirety of your data, it’s time to start the auditing.
Analytics Auditing:
Google Analytics 4 (Acquisition)
What you should be able to answer:
(Check the box for YES, leave unchecked for NO)
- Main key events:
- Average engagement time:
- First user source / medium:
- First user campaign:
- UTMs:
Google Search Console
What you should be able to answer:
(Check the box for YES, leave unchecked for NO)
- Performance:
- Experience:
- Indexing:
- Security and Manual Actions:
Website Changelog
A website changelog does three important things:
- Tells you when a change was made. (Date)
- Tells you what change was made. (Tactic)
- Tells you where the change was made. (URL)
By measuring these three items across your web pages, identifying peaks & valleys becomes a breeze.
If you’ve ever dropped 30% or more in lead volume without knowing why ~ this would solve that.
If you don’t have a changelog, start it in Google Sheets & delegate/assign ownership.
Add this to your list of weekly items to check with the team.
UTM Parameters
Pull all your UTM parameters.
Observe the following:
(Check the box for YES, leave unchecked for NO)
If you can’t check every box, it’s time to audit and consider creating a better UTM parameter foundation for your reporting.
Marketing KPI Auditing:
Cost Per Lead
(Check the box for YES, leave unchecked for NO)
Volume of Leads
(Check the box for YES, leave unchecked for NO)
- Channel Performance Analysis:
- Source and Medium Evaluation:
- Campaign-Level Insights:
- Audience Segmentation:
- Lead Funnel Analysis:
- Landing Page Performance:
- Conversion Path Evaluation:
- Impact of Content and Messaging:
- Seasonality and Trend Analysis:
- Lead Quality Correlation:
- Goal Alignment and Benchmarking:
- Testing and Experimentation:
- Tools and Tracking Consistency:
Marketing Quality KPI List:
(Check the box for YES, leave unchecked for NO)
If you can’t check every box, it’s time to audit and consider creating a better UTM parameter foundation for your reporting.
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