Understand marketing measurement and campaigns

Learn how analytics, advertising, lead capture, and conversion measurement connect.

Marketing connects analytics and advertising accounts, operates campaigns, and measures customer results. Integrations, campaigns, and attribution connect to each other but have separate statuses.

UnderstandUnderstand advertising acquisition and customer resultsReview browser and server measurement, Google enhanced conversions, Meta Conversions API, and customer results.SetupConnect and verify advertising measurementPrepare accounts, domains, and conversion stages, then verify Google and Meta test events.TaskOperate advertising campaignsPrepare an integration, publish a campaign, and review metrics and leads.IntegrationsConnect external servicesReview connection states and removal order for analytics, search, and advertising.

Business value

Marketing connects advertising clicks and leads to real customer relationships. Campaign metrics alone do not show whether inquiries produce reservations or payments. Laney connects acquisition accounts, channels, and campaigns to customers and operating results.

Operating goal	Marketing role	Measure
Compare acquisition quality	Connect campaigns to customers and later results.	Qualified customers, reservations, and completed payments by campaign
Control budget delivery	Record objectives, daily budgets, and status.	Daily spend, paused campaigns, and budget exceptions
Improve lead response	Create customer records from native lead forms.	Time to first response and successful contact rate
Align conversion definitions	Connect customer status and payments to advertising conversions.	Duplicate conversions and differences from operating records

Examples

Example: A local search campaign. Run Google Search advertising for consultation reservations. Connect each form submission and confirmed reservation to its campaign. Compare qualified customers and confirmed reservations instead of clicks alone.

Example: A Meta lead campaign. Create Lead records from native forms. Select Qualified after the operator confirms each need. Select Active after completed payment. Compare advertising conversions with actual active customers.

Integration providers

Purpose	Providers
Web analytics	Google Analytics and Meta Pixel
Search performance	Google Search Console and Naver
Advertising	Google Ads, Meta Ads, and Naver

An integration can show Preparing, Connected, Error, or Detached. Creating or removing external resources can take time. For an error, check provider permissions and asset ownership first.

Campaigns and channels

An advertising campaign uses Google Ads, Meta Ads, or Naver. Campaign status is Draft, Active, Paused, or Ended. A preparation status can appear during provider creation or deletion.

Select Leads, Traffic, Sales, or Awareness as the objective. Set a daily budget and currency. Then add provider settings. Google Ads supports Search, Performance Max, and Display. Meta Ads can require a special ad category.

Metrics and leads

Campaigns synchronize spend, impressions, clicks, and conversions. Providers use different refresh times and counting rules. Compare the same date range and currency.

Native Google or Meta lead forms can create customer records. Saved campaign, channel, and account attribution can connect later conversations, reservations, and payments.

Conversion measurement

Laney can send operating results such as customer status changes, reservations, and completed payments to connected advertising services. Define status rules and campaign objectives to prevent duplicate conversions. Compare analytics metrics with customer records regularly.