If you would like to begin accurately measuring  

1. your repeat and referral customers,
2. your location-driven customers and
3. your advertising-driven customers,

here’s how it’s done:

1. EVERY customer who enters the store needs to be counted so that you have a total count to serve as a baseline for your percentages.

2. EVERY customer who enters the store needs to be asked,
“Is this your first visit?”

If “No,” they are obviously a repeat customer. Smile broadly and say, “Welcome back!”

If “Yes,” then ask, “Did you hear about us from a friend, or through our advertising, or did you just see the store and decide to pop in?”

[Note: NEVER ASK, “How did you hear about us?” The answer to that question cannot be trusted.]