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Hot on the Trail

Learn three easy ways to track your advertising results, and find out if you're really getting the most for your money.

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This story appears in the May 2004 issue of Entrepreneur. Subscribe »

If you're running a comprehensive marketing program, with a solid combination of advertising media plus direct mail and e-mail, chances are you've got leads and responses coming in from just about everywhere. So how can you tell which of your marketing tactics are stellar performers and which need to be replaced? Tracking your marketing responses is easier than you think, and it's the smartest way to save marketing dollars by cutting the fat and eliminating any nonperforming media and tactics.

The best way to track your advertising responses is to key each ad with a unique code, so every sale or lead can be identified according to its original source. Here are three ways to make every lead identifiable:

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