Where Do Your Customers Come From? Measuring Marketing

To know which channel a customer came from, mark a source on every order: website, bot, app, Instagram, aggregator, promo code. Then compare each channel by order count, average check and cost. That shows which channel to put more money into and which to stop.

Many restaurants spend on ads, Instagram and promos, but don't see in exact numbers how many customers each channel brings. The budget gets spent blindly, and money keeps going to channels that don't work.

Key points:

• Each order must record its source (channel).
• Compare channels by order count, average check and cost.
• Promo codes and separate links show the source precisely.

Why is not knowing the source harmful?

Because if you don't know which channel works, you put money in the wrong place. You may be spending a lot on one channel and getting a single order from it, while ignoring a cheap channel.

The second problem: a customer enters through several channels (sees you on Instagram, goes to the website, orders in the bot), but you don't see their full path. You don't know where they drop off.

Which channels should you compare?

Your own channels (website, bot, app), aggregators, phone, the dining room and advertising sources (Instagram, Telegram, Google, Yandex). For each, four numbers: order count, average check, cost and profit.

Fill in the table with your own numbers. To calculate profit use the formula in delivery order cost.

How do you identify the source?

Three ways: the channel recorded on each order, a promo code and separate links. On a platform, the channel of every order is recorded automatically. For ads, giving each source its own promo code or link raises accuracy.

Example: "INSTA10" for Instagram, "TG10" for your Telegram channel. Whichever code is used more shows which channel brings more customers. On the website, Google Analytics and Yandex Metrica are connected: we wrote about this in the ordering website article.

What do you see in Delever?

Delever shows analytics by channel: which channel brought how many orders and how much profit, while the customer base is collected in one CRM. Aggregator orders land in the same system, so you compare them with your own channels in one table: bringing aggregator orders onto one screen.

Add the channel numbers to your morning check: the routine from the restaurant owner dashboard.

How do you decide from the numbers?

If a channel has many orders but small profit, review price or costs. If a channel is cheap and profitable, put more money into it. If the result is small, stop or change it and try again.

If the aggregator's share is large, that is a signal for change: you need to move customers to your own channel. Moving customers from an aggregator to your own channel.

Conclusion

• Make sure each order records its source.
• Compare channels on four numbers: orders, check, cost, profit.
• Every month review the weakest channel.

We show channel analytics on your own data: delever.io or @delever_bot on Telegram.