When carrying out any sort of online marketing, it is vital to track the performance through some sort of analytics package that will tell you the sources of the traffic. If for example, you have recently started doing Pay per Click advertising then you not only want to know how many people clicked through to your site but also what they did when they got there. If you are finding most people leaving on the first page then you may be attracting the wrong sort of traffic.
There are a number of traffic sources such as referrals, paid for, organic and direct, and some of these can be drilled down in to further. For example, referral traffic will possibly include social media referrals as well as referrals from other websites. If you are paying for Facebook advertising, it may appear in some stats programs as a referral visit rather than under the paid for option, so you really do need to spend some time investigating each source to see where the traffic has come from in order to accurately assess your marketing.