First tracking area. The history of the ad. Second tracking area. The goal of the ad. When the time comes to run this promotion again, the history of both the costs and results of the ad will be readily available.
Some products require education of the customer.
Offering educational information to the customer does two things. First, it alerts you to the customers who have at least some interest in your products. Second, it shows them you are an authority on this product or service. Make sure you use the information to separate yourself from your competitors. Send out the information and follow-up with a letter or call in a few days volunteering more information.