How do I track marketing performance across multiple locations?
Short answer. Put the location on every lead and on every sale, then read your results one location at a time. Ad platforms report by campaign and by area, and your locations do not map neatly onto either, so the only reliable way to compare them is to record, in your CRM, which location received each lead and which location closed it. Once that is in place, each location gets its own numbers: leads, closed sales, revenue, and what each location cost you in marketing.
Why do the usual reports fall short with several locations?
Because they are built around campaigns, not around your business. An ads dashboard shows clicks, leads and cost per lead for each campaign. It does not know that a lead from a Dallas ad called the Houston office, or that one location answers every lead within an hour while another takes two days. Add them up and you get one blended total that hides the best and the weakest location in the same number.
What do I need to record to compare locations?
Three things on every lead, from the day it arrives:
- Where it came from. The campaign or channel, captured from the form or asked (“How did you hear about us?”).
- Which location handled it. The one the lead was assigned to, and the one that closed the sale if it is a different one.
- What happened next. Contacted, quoted, sold or lost, with the sale amount and the date.
The details of those fields, and how to keep them attached to the sale, are in How do I attribute sales that close offline?
What should I look at for each location?
A short monthly table, one row per location:
- Leads received, and how many came from each channel.
- Time to first contact. It is often the cheapest thing to fix.
- Closed sales and revenue, not only leads.
- Marketing spend for that location’s area, so you can see what a closed sale cost there.
Read it by closed sales. A location with the most leads and the fewest sales is telling you something different from a location with few leads that closes nearly all of them.
Which spend belongs to which location?
Where a campaign targets one city or region, its spend goes to the location that serves it. Where a campaign covers several areas, split the spend by where the leads actually landed, and say that you did it that way. It is an estimate, so use it to see direction, and do not read it to the dollar. National costs such as the website or branding stay in a separate line.
What do I do with the results?
Two decisions come out of the table. First, move budget toward the campaigns and areas that produce closed sales for a location that can handle them. Second, look at the locations that receive leads and close few: the cause is usually follow-up or handoff, and more advertising will not fix it.
The same method is used to compare channels when you have a single location. If your first question is how a sale is tied to its ad in the first place, see How do I know which ad produced which sale when my sales close on the phone?
What does this look like in practice?
For a custom food truck manufacturer selling nationwide, reading closed sales against the origin recorded in the CRM showed which channels and which states produced buyers, and the budget moved there. The client went from 200K to 1.3M a month in three months, on 30% less marketing spend. Read the full case study.
Tracking and reporting are two of the nine parts of a 360 marketing system.
Frequently asked questions
How do I track marketing performance across multiple locations?
Record the lead’s origin and the location that handled it on every lead, keep both attached until the sale is signed, and read leads, closed sales, revenue and marketing spend one location at a time.
Why can’t my ad reports compare my locations?
Ad platforms report by campaign and by area. They do not know which location received a lead or closed the sale, so the results of every location end up in one blended total.
AHBC Group is a marketing agency for high-ticket businesses. We build the 360 Marketing System: branding, website, advertising, SEO, content, newsletters, automations, tracking and reporting under one strategy, so you can trace a sale back to its campaign, including when you sell from several locations. Headquartered in Miami, we work remotely with clients worldwide, with the United States as our main market. We have generated more than $20M in tracked sales for our clients, and that is only the part we were able to track.
