We know Google Analyticsis free and that you can do some simple tracking through this. Free is however a rather relative concept when indirectly this allows Google to precisely determine how much more they can charge you for their adwords campaigns by knowing your performance data across the chart.
There is a reason that you do not hire the publishers as media agencies. It is called bad business. Furthermore you spend an endless amount of extra time and resources setting things up in a system that is not designed towards efficiency and work process reduction. When you want to build yourself a garage, you could go out and scavenge the materials or pay a little to get something that has been manufactured to do the job quickly and efficiently with your best interest in mind.
Every marketing activity should be attached to a measurable goal. If it's not, you probably shouldn't be doing it. A measurable goal could be number of leads, number of new contacts, number of meetings, opportunities, deals, and all the way to revenue dollars. If you spend money gaining market shares you should most definitely know what you get and where you get the most. Always make sure to enter your cost into your online marketing campaign management system and make sure your goal charts and KPI charts reflect the actual goals and KPIs that are important to you.
We experience many customers who, even though they can record their cost, fail to record how much their ROAS (Return On Advertising Spent) and ROI is.
