Tracking is crucial to see how well your campaigns are performing. Set up conversion tracking in Google Ads or Microsoft Advertising, which records when key actions occur—like form submissions, phone calls, or online sales. Use Google Analytics to track user behaviour post-click, observing bounce rates, session duration, and whether users take desired actions. For local businesses, consider call-tracking solutions that tie phone enquiries to specific ads or keywords. Use UTM parameters in your ad URLs to differentiate traffic from each platform, campaign, or ad group. Regularly review metrics like cost per acquisition (CPA), click-through rates (CTR), and conversion rates. By analysing this data, you can pause underperforming keywords, allocate more budget to high-converting ads, and experiment with new approaches. Proper tracking ensures you’re continually refining your campaigns and maximising return on investment within your Essex market.