Are you investing in digital marketing but can't tell if it's working?
Do you have an editorial plan and active campaigns... but you're not getting more clients?
In this article, we'll help you evaluate your digital investments and explain which metrics to track so you can stop guessing and start making informed decisions.
When marketing looks active but doesn't deliver results
In digital marketing, the most significant danger is the illusion of being present:
- You publish social media posts every week
- You're spending budget on Google or Facebook ads
- Your website is up to date
… but the phone isn't ringing. Or worse: you don't know if it's ringing because of your marketing.
This happens because of presence ≠ performance.
Being online isn't enough. You need to know whether what you're doing is generating results.
How to measure if your digital marketing is working
You must look at the correct data to determine whether you see real results.
Not likes. Not views. But these:
Qualified traffic to your website
Is your site getting visits? But more importantly:
- Where are they coming from?
- Do they stay or leave after 3 seconds?
- What pages are they reading?
Number of leads generated
Do you have a form? A live chat? A quote request?
Track how often a user takes a real action that benefits your business—and compare month to month.
Conversion rate
How many users become customers?
You can get 10,000 visits, zero sales, or 500 visits and 20 contracts.
The absolute number matters less than the quality.
Cost per lead (CPL) and return on investment (ROI)
If you spend CHF 1,000 on ads but only get two cold leads… you're wasting money.
You need to calculate the real return for each channel: how much you spend, how many leads you get, and how many turn into customers.
The most common mistakes when evaluating marketing
Many business owners rely on gut feeling or the wrong metrics. Here's what not to do:
Focusing only on likes or views
Sure, they're nice to see—but they don't mean sales.
A viral post doesn't always convert.
Not tracking anything
Without Google Analytics, tracking tools or a CRM, you won't know where your leads are coming from.
And if you don't know that, you can't optimize.
When to request a digital marketing audit
If you're asking yourself:
"Am I spending my budget wisely?"
"Why am I not getting any leads?"
"What's working in my marketing?"
… then it's probably time for a complete digital audit.
An audit helps you:
- Analyze campaigns, website, funnels and data
- Understand what's working and what isn't
- Eliminate wasted spending
- Realign your strategy with your real goals
The agency's role in this process
A serious web agency doesn't just show you pretty numbers.
It helps you:
- Define real objectives
- Interpret data in a proper and transparent way
- Focus on the right channels, not all of them
- Monitor results over time, with clear KPIs
At Organica, for example, we support Ticino businesses exactly at this stage:
"Let's pause, look at the data, and decide where to invest."
What people usually ask us
How long does it take to know if marketing is working?
Usually, 3 months of well-tracked activity is enough to start evaluating results. But you need real data.
Do I need to start over if I'm not getting results?
Not always. Often, minor adjustments or shifting priorities between channels are enough.
Can I improve performance without increasing my budget?
Absolutely. Optimization often means spending better, not more.
Is your marketing working? If you're unsure, don't stay stuck in the "maybe it's working" phase.
With a complete digital audit, we can help you get clarity.
Contact us for a personalized consultation: we'll review your data, channel by channel, and build a strategy that delivers real results.
