Spending on Meta without attribution is a donation

The most common conversation we have with developers goes like this: the campaign reported hundreds of leads, the sales team says the leads were poor, and neither side can prove anything because nothing was instrumented before the spend began.

Instrument first, always

Tracking is not a reporting nicety, it is the thing that converts spend into information. Server-side measurement into the CRM, consent handled properly for EU visitors, and one metric that both marketing and sales agree on.

Cost per click tells you about an auction. Cost per qualified enquiry tells you about your business. For an off-plan launch with two buyer markets, it also tells you which of those markets is actually worth the budget — which is usually not the one the client assumed.

Two markets, two campaigns

Local buyers and overseas buyers respond to different creative, at different points in the year, with different objections. Running them in one campaign averages both into mediocrity and hides which one is carrying the result.