Advertising for your business is like investing in your business. Instead of interest or dividends, your investing "return" is sales and profits. To get better returns, and more profits, measure advertising effectiveness. Use ad tracking to find out which ads generate sales and profits for you, and which do not. Spend more money on profitable ads.

We recommend that small businesses let word of mouth build their brand. Branding costs a lot of money. Only large companies with big ad budgets can afford to measure advertising effectiveness as ad impressions rather than ad profits.