What is not measured, Is not controlled. How can you achieve a goal, if you do not know what is contributing the most to attain it? How can you be sure to maximize all the effort to obtain that goal? You must apply this tactic in your marketing. You must be sure that every dollar count. So by measuring the impact a campaign has on your sale, you know what’s profitable and what isn’t. From there, you can double down on what give you the best results.