The article's illustrations together, with a link back to each explanation.
Build separate response routes before launch
Gibson.Source tracking
Keep each response route identifiable
FlyersCalls: tracking numberForms: campaign URL or QR code
Google AdsCalls: supported source trackingForms: tagged landing page
Source travels with the enquiry
Response recordSource · campaign · area · date
Keep the source attached as the enquiry enters the business. Illustrative example. Fields are agreed with each business.Read this explanation in the article →
How Gibson applies the measurement method
Gibson.Compare areas
Ask the same questions in each zone
Zone AFlyersGoogle Ads
Zone BFlyersGoogle Ads
Compare each source within each area
Response
Calls and forms received
Quality
Suitable enquiries and next steps
PaidPayment confirmed
UnknownOutcome still to check
Find where to investigate, improve or focus the next campaign.
Blind Marketing is Gibson's approach to one question: you paid for the call, did it become a job? It is in development as a managed service. Call tracking, which it builds on, is available now.