Not knowing which enquiries came from social media

Key takeaways

Not tracking social media leads makes social media look worthless, because its enquiries arrive as messages, calls and visits that analytics labels 'direct'. Count them with four habits: tag links, record message enquiries, ask 'how did you hear about us?' and note the source on every new customer.

• Many social enquiries arrive by message or phone, not forms.
• Untagged links often show as 'direct' in analytics.
• 1 question at every enquiry: 'How did you hear about us?'
• Record the source on every new customer.

Why do social media leads go uncounted?

Social media leads go uncounted because buyers rarely click and fill in a form in one go. They see a post, check the profile, then call, message or search your name days later. Each of those steps hides the original source unless you ask.

• The most common social media marketing mistakes small businesses make
• Dark social: the enquiries your analytics never show

How do you track social media leads simply?

Track social media leads with four habits that take minutes a week once set up.

• 1. Tag every social link with UTM parameters.
• 2. Log message enquiries in a CRM or simple sheet.
• 3. Ask 'how did you hear about us?' on forms and calls.
• 4. Record the source on each new customer.

• UTM tracking for social media, set up in 20 minutes

Is 'how did you hear about us?' reliable?

It is imperfect but valuable. People forget or give the last thing they remember. Combined with tagged links and message logs, it shows a pattern. Use a short list of options plus 'other', and ask in person or on the phone where you can.

What does untracked social media cost?

Untracked social media costs good decisions. Businesses cut accounts that were quietly working, or keep paying for ones that were not. Knowing even roughly how many customers came from social media is worth more than precise data about likes.

• Social media disconnected from sales: the silo mistake

How do you spot untracked leads?

Spot untracked leads by comparing what analytics shows with what customers say. If customers mention Instagram or Facebook but analytics shows few social visits, leads are arriving untracked through messages, calls or later searches. A month of asking every new customer usually reveals the size of the gap.

• Customers mention social but analytics does not.
• Rising 'direct' traffic after posts.
• Message enquiries not logged.
• Branded searches rising with posting.

What does this look like in practice?

A pattern we see: an owner about to stop Instagram because analytics shows few visits from it. Asking new customers how they heard of the business for a month reveals several who saw the account and then searched the name. The account stays.

• See client work
• Social Media Marketing for UK businesses

Lead tracking checklist

• Tag every social link.
• Log message and call enquiries.
• Ask how people heard about you.
• Record the source on new customers.
• Review monthly.

• Social media reporting mistakes: reports that prove nothing
• UTM tracking mistakes that scramble your social data

Next step

Add 'how did you hear about us?' to your enquiry form and phone script today.