Where your next customer is coming from is at least as important as the one you have. If that's true, and I believe it is, then your marketing program is worth tracking in order to improve its overall performance. If your online performance is the hub of your marketing plan, then it's of premier importance to track that. So, yes, it's 2009 and there are new things competing for your limited resources; things your father didn't have to deal with when his business was in it's prime. You can lament or you can learn. Let's learn to track. Get good at that and you'll then need to learn to count larger piles of money!