What gets measured gets improved. As marketers, we are trying to measure a lot. The ultimate measurement is usually sales revenue. But, that’s not the only measurement we should be paying attention to, says Dan Moyle of Impulse Creative.

What about conversational marketing? Measuring conversational marketing can be tough, so start from the beginning. The first step would be to use tools like chat and chatbots to measure the first question.

From the get-go, asking for something from them right away such as their email, or if they’d like to make a subscription, could turn people off. Instead, first ask for their name and how you can help them—make a connection before making a pitch.