Measuring what produces clients

Cost per enquiry

In plain terms

What it costs, on average, for one person to contact you after a campaign.

Formula

Technical meaning

Ad spend divided by the number of incoming enquiries (form, call, booking). Contrast always distinguishes raw enquiries from qualified enquiries, meaning those that match the target client. A low cost per enquiry is worthless if enquiries do not become clients.

Formula

Cost per enquiry = ad spend ÷ number of enquiries

See the Masini Groupe case

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