What are the ways to evaluate promotion (how to evaluate traffic)?

Question

Web traffic analysis

What are the ways to evaluate the result of promotion (by what indicators do we evaluate traffic, how do we determine its quality, in what cases do we think that this promotion channel should be abandoned, etc.).

Answer 1

0. To begin with, weed out traffic based on a high bounce rate, or look at advertising settings to understand why there is such a high bounce rate for this traffic channel.
1. Next, the simplest thing is to set the goal in Yandex.metrica to "leave a request" and "call" (a separate phone number is connected, the "Target call" service), and then build reports: see what traffic sources were converted to the lead, and from which ones the conversions are bad.
But not every lead will then become a client. It happens that there are a lot of leads for one or another traffic source, but there are no customers, and vice versa. Therefore, it is wrong to draw conclusions only on the basis of the metric - the metric will only show you the conversion to a lead, but not to a client.
Therefore, it is necessary to keep statistics on each of these leads manually either in Excel or in CRM in order to see whether it fell off or not - and based on this, calculate the conversion rate of each traffic source into a client, calculate its cost and draw conclusions.
2. More difficult and more expensive. Fasten end-to-end analytics services like roistat.com (I can throw the rest of the list in comments).
As an intermediate option between 1 and 2, you should at least use the free service http://funnel-online.rf