Start with the result you need. A Nairobi salon may want booked appointments, a repair shop in Eldoret may need qualified calls, and a retailer may track completed orders or repeat purchases. Choose one action before launching a campaign, then record where each enquiry came from: Google, WhatsApp, Instagram, a referral, a market flyer or a named promotion.
Use a simple weekly record
For each channel, write down enquiries, how many matched the service or product, bookings or orders, revenue, direct campaign cost and time spent following up. For a service business, separate a message asking a question from a confirmed appointment and a completed job. For products, include fulfilment or delivery cost and margin where you can. Keep customer details private; an anonymous count is enough for basic comparisons.
A handwritten tally or spreadsheet can work if staff use the same definitions. Use a campaign phrase or unique link when practical, and ask customers how they found you without making the question a condition of service. Do not treat every sale after an advert as caused by that advert; referrals and repeat customers may have contributed too.
Make one decision from the numbers
Review weekly or monthly, comparing similar periods and offers. A channel with fewer enquiries may bring customers who buy more often. A high number of messages but few sales may indicate unclear prices, poor response times or an offer outside the audience's needs. Views and likes can help diagnose reach, but they are not the business result.
Use the evidence to adjust one part of the offer, audience or response process. Measurement guides decisions; it does not guarantee growth.
