{"id":3310,"date":"2026-07-27T17:43:43","date_gmt":"2026-07-27T16:43:43","guid":{"rendered":"https:\/\/hoganhost.com.ng\/blog\/?p=3310"},"modified":"2026-07-27T17:43:43","modified_gmt":"2026-07-27T16:43:43","slug":"how-to-find-out-which-marketing-channels-are-actually-working","status":"publish","type":"post","link":"https:\/\/hoganhost.com.ng\/blog\/tutorial\/how-to-find-out-which-marketing-channels-are-actually-working\/","title":{"rendered":"How to Find Out Which Marketing Channels Are Actually Working"},"content":{"rendered":"<div>You are spending time on Instagram, money on ads, and effort on SEO, but do you actually know which one is bringing in real customers? Guessing wastes both budget and effort. Here is how to actually find out.<\/div>\n<h2>Step 1: Simply Ask New Customers Directly<\/h2>\n<div>This is the most underused, and often most accurate, method available. When someone makes a purchase or reaches out to inquire, ask them directly how they heard about your business. A simple question, whether through a checkout form field, a quick message, or a verbal question during a call, gives you real, specific data straight from the source.<\/div>\n<div>Over time, a pattern emerges that tells you far more than assumptions ever could.<\/div>\n<h2>Step 2: Set Up Google Analytics Properly<\/h2>\n<div>Google Analytics tracks where your website visitors actually come from, breaking traffic down into sources like organic search, social media, direct visits, and referrals from other sites. Once installed correctly on your website, this becomes one of your most valuable sources of real discovery data.<\/div>\n<div>Pay attention specifically to:<\/div>\n<ul>\n<li>Which traffic source sends the most visitors overall<\/li>\n<li>Which traffic source actually converts into inquiries or sales, since the highest traffic source is not always the highest quality one<\/li>\n<li>Which specific pages visitors land on first, revealing what content or offer is actually pulling people in<\/li>\n<\/ul>\n<h2>Step 3: Use UTM Parameters To Track Specific Campaigns<\/h2>\n<div>If you are running specific promotions, whether a social media post, an email campaign, or a paid ad, add UTM tracking parameters to the links you share. These small additions to a URL let Google Analytics tell you exactly which specific post or campaign a visitor came from, rather than just the general platform.<\/div>\n<div>This level of detail matters enormously when you are running multiple campaigns at once and need to know which specific one is actually working, not just which platform overall.<\/div>\n<h2>Step 4: Check Your Google Business Profile Insights<\/h2>\n<div>If you serve local Nigerian customers, your Google Business Profile provides direct insight into how people are finding and interacting with your business listing, including how many people searched for you directly by name versus discovered you through a general category search, and how many took action like calling or requesting directions afterward.<\/div>\n<h2>Step 5: Review Your Social Media Platform Analytics<\/h2>\n<div>Each major social platform provides built-in insights showing where your profile visits and engagement are actually coming from, whether that is your own posts, hashtags, explore pages, or shares from other accounts. Check these regularly rather than relying on overall follower count alone, since follower growth does not always translate into genuine business discovery.<\/div>\n<h2>Step 6: Track Referral And Word Of Mouth Sources<\/h2>\n<div>Not every discovery channel shows up neatly in analytics. Word of mouth referrals, WhatsApp shares, and offline recommendations often drive real customers without leaving a clean digital trail.<\/div>\n<div>Build a simple habit of noting these when a customer mentions them directly, since word of mouth remains one of the most powerful, and most invisible, discovery channels for small businesses.<\/div>\n<h2>Step 7: Look For Patterns Across Multiple Touchpoints<\/h2>\n<div>Customers rarely discover a business through a single, clean, one-step path. Someone might first notice you on Instagram, later search your name on Google, and finally convert after receiving a WhatsApp message. Rather than crediting only the very last step before a sale, look at the fuller pattern across your data to understand which channels tend to introduce new customers versus which ones tend to close the sale.<\/div>\n<h2>Step 8: Use What You Learn To Actually Adjust Your Strategy<\/h2>\n<div>Collecting this data only matters if you act on it. Once you have a clear picture of where your real customers are actually coming from:<\/div>\n<ul>\n<li>Invest more time and budget into the channels genuinely driving results.<\/li>\n<li>Reduce effort on channels that generate visibility but rarely convert into actual customers.<\/li>\n<li>Refine your messaging on your strongest channel further, since you now know where your effort has the highest return.<\/li>\n<\/ul>\n<h2>Common Mistakes To Avoid<\/h2>\n<ul>\n<li>Assuming the platform with the most followers is your top discovery channel, without checking whether it actually converts into customers.<\/li>\n<li>Never asking customers directly how they found you, missing one of the simplest, most accurate data sources available.<\/li>\n<li>Ignoring UTM tracking, making it impossible to tell which specific campaign or post actually worked.<\/li>\n<li>Crediting only the final touchpoint before a sale, missing the earlier channels that introduced the customer in the first place.<\/li>\n<\/ul>\n<div>Understanding where your customers actually come from turns your marketing from a guessing game into a focused, evidence-based strategy, and that shift alone often improves results more than any single new marketing tactic could.<\/div>\n<div>Want help setting up proper tracking and turning that data into a real marketing strategy? <a href=\"https:\/\/hoganhost.com.ng\/home\/marketing\">Get a tailored digital marketing plan from HoganHost<\/a> built around where your customers actually are.<\/div>\n","protected":false},"excerpt":{"rendered":"<p>You are spending time on Instagram, money on ads, and effort on SEO, but do you actually know which one [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":3314,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[64],"tags":[],"class_list":["post-3310","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tutorial"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - 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