

The upside of digital compared to traditional marketing is that you can better track the clicks, calls, and conversions that happen online.
The amount of data you can use to monitor performance, report on attribution, and make decisions based on results is a gamechanger for equipment dealers—but with hundreds of data points to choose from, how do you cut through the noise, narrow in on key performance indicators (KPIs), and ultimately understand your lead generation results?
There are a variety of metrics and KPIs you custom-fit to the needs and goals of your business. But to measure the success of your lead generation channels, what really matters is connecting your marketing efforts to business outcomes to see how they’re truly impacting your bottom line. To move beyond standard reporting metrics and connect your pipeline all the way from clicks to conversions, here are the digital marketing and lead generation KPIs equipment dealers should track monthly.
The above metrics are important to monitor performance and overall trends; the only problem is, they don’t go deep enough. Aggregate numbers can’t tell you whether your lead generation channels are actually generating leads, because a conversion is not the same as a sales prospect. If you consider every form, chat, and phone call a lead, you could be artificially inflating your numbers with bots, solicitors, wrong numbers, job seekers, and other non-relevant conversions.
When the goal of digital marketing is lead generation, the success of your marketing channels should be tied to quality and the number of true leads generated. To get to this level of reporting and understand the number of conversions that are actually interested in sales, service, or rentals, you need to layer in user-level tracking.
User-level analytics monitor specific actions taken by individual users on your website to determine whether or not they should be considered a lead. Online activity is analyzed in real-time to separate qualified leads from the rest, and the subsequent insights allow you to see what kind of leads your marketing campaigns are generating. When you integrate with your CRM, you can track how many of these leads result in new sales, service, or rentals business, connecting results all the way from first click through final conversion.
All together, these metrics can form the basis of your monthly reporting and help you understand the success of your digital marketing and lead generation efforts. To learn more about establishing a comprehensive reporting framework, reach out for a free digital analysis.
Want to see more qualified leads enter and complete your sales funnel? Adpearance can work with you to run the most competitive digital advertising campaigns and provide visibility into what every call, form, and chat lead did on your website. In addition to monitoring trends, sums, and averages, you can review insights for each individual lead and connect online activity with offline sales—finally.