You can tell whether Yelp leads are genuinely incremental by checking whether they bring in customers you would not have acquired through your other marketing channels. Don’t just compare the number of leads Yelp reports with your LSA leads... look at your total new customers and revenue.
A simple way to measure it is to track:
- Where each lead came from
- Whether the customer was already familiar with your business
- Whether they also contacted you through LSA or another channel
- Whether the lead became a paying customer
- Revenue and acquisition cost by source
You can also compare your overall lead and customer volume before and after adding Yelp. If Yelp adds customers without reducing results from LSA or other channels, those leads are more likely to be incremental.
ask yourself.... “Did Yelp create a new customer, or did it just get credit for a customer I would have gotten anyway?”
