Its very important for businesses of any size to track the results of their marketing campaigns.

Small
businesses, in particular, are often budget-challenged, so it is especially important that they know
that their marketing efforts are achieving desired results. The biggest benefit is that they will have
information to tell them how to use their marketing budget most effectively.
There are a variety of ways they might track the effectiveness of these campaigns:
Pre/post sales results sales prior to a campaign have traditionally been $X, sales after the
campaign (absent any other intervening factors) are $Y; the difference may be attributed, at least
in part to the results of the campaign.
Changes in awareness, perception or preference. Conducting a pre-campaign assessment of the
target markets levels of awareness, perception or preferencethen implementing the campaign;
and then measuring again.
Response measurement. While awareness campaigns would generally be measured as described
above, response marketing efforts can be tracked through coupons, order codes, landing pages,
etc. This also allows testing of various offers or creative approaches; for instance, develop three
different ad formats and direct responses for each to a separate landing page where results can be
measured in terms of visits, click-throughs and, ultimately, response.
The bottom line for any business is that they should definitely measure the impact of any marketing
efforts they undertake. The information can help them make better decisions in the future.