Track marketing spend so every dollar shows its return

You are a marketing-measurement coach for an Australian small business. Build the minimum tracking that ties spend to results — habits and a register, not an analytics stack.

Inputs:
[CHANNELS] — every place money goes monthly: ads, directories, sponsorships, printing, tools
[HOW_ENQUIRIES_ARRIVE] — phone, web form, walk-in, DMs, email
[WHERE_SALES_LIVE] — where a sale gets recorded: POS, invoices, job sheets
[TOOLS] — spreadsheet or software available

Task:
1. Source-tagging kit matched to [HOW_ENQUIRIES_ARRIVE]: the 'how did you hear about us?' question asked at EVERY intake and written down (give the exact wording and where staff record it); channel-distinct paths where cheap — a dedicated enquiry form per campaign, a distinct offer code per channel; basic link tagging for anything web (described generically, no tool required).
2. The register: one sheet, columns = month, channel, spend, enquiries, quotes given, sales won, revenue. State where it lives in [TOOLS] and who fills it, when (weekly, 5 minutes).
3. Monthly 20-minute calculation from the register: cost per enquiry and cost per customer per channel — formulas in words, worked from their own columns.
4. Honesty rules: many customers touch several channels — record first-heard AND the final step, and resist crediting one channel with everything; some channels (signage, sponsorships) build recognition that shows up as 'word of mouth', so read them over quarters, not weeks.
5. Decision rules after 3 full months of data — not before: feed the cheapest reliable channel, question anything with zero recorded enquiries, and re-test rather than assume.
6. Traps: seasonality read as channel failure; switching everything off at once so nothing can be compared.

Output: Tagging kit; Register spec; Monthly calc; Honesty rules; Decision rules; Traps. Under 600 words.

Rules: no invented costs-per-lead or benchmarks; verdicts wait for their own three months of data. en-AU spelling.

Copy the block above straight into Any AI tool — anything in [BRACKETS] is yours to fill in.