Stop wasting money on ineffective marketing. Learn how to measure, analyze, and optimize your campaigns for maximum return on investment.
Most UK restaurants spend £500-£2,000 monthly on marketing with no clear understanding of what's working. That's not marketing—that's gambling. This guide shows you how to track, measure, and optimize every pound spent to maximize your return on investment.
How much you spend to get one new customer
CPA = Total Marketing Spend ÷ New Customers
Total revenue from a customer over time
CLV = Avg Order × Visit Frequency × Lifespan
Revenue generated per pound spent
ROI = (Revenue - Cost) ÷ Cost × 100
Percentage of visitors who book/order
Conversion = Bookings ÷ Website Visits × 100
Golden Rule: If your Customer Lifetime Value is higher than your Cost Per Acquisition, your marketing is profitable. Aim for CLV to be at least 3x your CPA.
Track which marketing channels bring customers. If Facebook ads cost £15 per booking but Instagram brings bookings at £6, shift budget to Instagram.
Action: Review last 90 days. Kill bottom 20% of spending.
Once you identify high-ROI channels, increase spending there. If Google ads return £4 for every £1 spent, spend more on Google.
Action: Allocate 70% of budget to top performers.
GMB is free and often delivers better ROI than paid ads. Complete profile, post weekly, respond to reviews, add photos.
Action: 30 minutes weekly = unlimited free visibility.
Ask every customer "How did you hear about us?" Use unique phone numbers or promo codes for different campaigns.
Action: Set up tracking this week.
Acquiring new customers costs 5x more than retaining existing ones. Email marketing to past customers has 10-40x better ROI than paid ads.
Action: Start collecting email addresses today.
Set up Google Analytics for your website
Track where visitors come from and what they do
Create unique tracking URLs for each campaign
Use UTM parameters to identify source performance
Review marketing performance monthly
Compare spend vs revenue for each channel
Calculate your break-even CPA
Know your maximum cost per customer acquisition
Test, measure, optimize, repeat
Marketing is never "done"—continuous improvement is key
Get a free AI audit showing exactly where you're wasting money and how to improve your marketing performance.
Get Your Free ROI Audit