Why Impressions and Engagement Trump Leads for Measuring ROI on Marketing Platforms
It’s a fair question. We all want to see direct returns from our investments, especially when budgets are tight. But here’s the reality: Leads and enquiries only tell part of the story, and sometimes they’re not even the most important part. In fact, when it comes to ROI from third-party platforms, impressions and engagement often paint a far richer picture of your venue’s performance.
I get it; leads are tangible. You can count them or stick them into a CRM/spreadsheet. They might land in your inbox with a lovely, simple subject line like “Wedding Enquiry”. But, if you’re using leads as your only measure of ROI, you’re likely missing the forest for the trees.
Why? Because:
- Not all leads are ready to book. Some are just browsing. Some will be ghosting. And some don’t fit your vibe at all (depending on how well you’re using the listing to qualify your leads).
- Lead volume fluctuates due to seasonality, platform/Google algorithm changes, and external events (hello, Brexit/pandemic/multiple elections, and let’s not even talk about Trump).
- High-quality leads often come later (and directly) after multiple brand touchpoints, many of which happen off the third-party platform.
So, if you dismiss a platform because you “only got three enquiries,” you might be overlooking hundreds—if not thousands—of meaningful interactions with your venue.
While leads measure the end of the funnel, impressions and engagement show what’s happening further up—where awareness is built, trust is earned, and decisions are seeded.
Impressions (how many times your profile or content is seen) tell you how visible your brand is. More impressions = more eyes = more potential clients starting their journey with you.
Engagement (clicks, saves, profile views, time spent reading your listing) tells you who’s pausing long enough to care. It reveals interest, intent, and, importantly, how well your message is landing.
These metrics matter because:
- Awareness leads to action, eventually. Even if someone doesn’t enquire today, they might follow you on Instagram, recommend you to a friend, or book you six months from now. You won’t be able to add that lead into a CRM and attribute it to a third-party listing.
- Engaged visitors are qualified visitors. They’re curious, aligned with your aesthetic or ethos, and are just warming up folks!
- They inform your strategy. If your profile has high engagement but few leads, maybe review your images/copy/pricing and CTA. Does it need some work and attention?
Sometimes, you might have everything in place, but it’s not a good fit. Forget all the freebie listings; this isn’t a quantity thing; in fact, it can damage your brand/venue to be on everything; instead, focus on just a few good directories. Maybe a biggie, perhaps something slightly more niche or that one that really feels like the couple you want to be talking to. Then do these listings well, that means updating regularly, ensuring your content is consistent and the images/copy tell your story. We’ve written many, many articles on how to work with directories and the importance of imagery and copy, so maybe brew another coffee and have a browse here.
Something that often gets overlooked when evaluating impressions: not all areas of the UK host the same number of weddings.
If you’re a venue based in a smaller county, a rural region, or a lesser-known destination, your impression numbers may naturally be lower than someone listed in, say, London or the Cotswolds. That’s not a reflection of your venue or profile — it’s a reflection of how many couples are searching in that area at that moment in time.
Think of it like footfall on a high street. A boutique in a quiet town won’t see the same daily traffic as one in the city centre, but that doesn’t mean it’s less valuable — especially if it’s attracting the right kind of visitors.
So, when reviewing your stats, don’t just compare numbers at face value. Compare them within the context of your region, your niche, and your ideal client base. It’s better to have 100 qualified views in a highly specific area than 1,000 untargeted ones from elsewhere.
Modern buying journeys — especially in emotionally charged industries like weddings — are rarely linear. A couple might see your profile on a directory, check out your Instagram, stalk your blog, spot you in someone’s supplier credits on a real wedding feature, and only then send an enquiry.
Third-party platforms are often the first point of contact, not the final conversion tool. Their job isn’t to seal the deal—it’s to plant the seed.
If you’re only measuring ROI in final clicks or direct messages, you’re underestimating the brand awareness and credibility you’re building through consistent visibility.
When evaluating your presence on a marketing platform, try asking:
- Is my venue being seen by the right people?
- Are visitors spending time on my profile or clicking through to my website?
- Are my impressions following the seasonal ebb and flow?
- Do my photos show my ideal client as well as the venue spaces?
- Does my copy explain the flow of a wedding at my venue, including key USPs; what’s the story?
- Do I have recent testimonials and social proof?
- Am I using a tracking link (UTM) to try to get a better picture on referrals? Or utilising exclusive offers as a way of qualifying leads?
- Do I have up-to-date pricing and am I qualifying the price with value-add context (what’s included/multiple nights etc.)
- Am I using all available listing tools within my current membership?
- Have I added boosts to increase visibility across the key engagement times?
- How does this platform fit into the bigger picture of my marketing and sales funnel?
The very best marketing strategies aren’t focused on chasing leads; they’re focused on nurturing visibility, building trust, and showing up consistently. Impressions and engagement are signals that your brand is active, relevant, and attracting attention.
So, the next time you evaluate a platform’s worth, don’t just count the leads. Read between the metrics. That’s where the real ROI lives.