Being in the last stages of completing the development of a video based social network, my partners and I have interviewed a few internet marketing specialists for promoting us. After receiving several price offers, we eventually decided to offer a low equity of the business to the contractor for a long term job.
However, we are still concerned about sharing out business profits "forever", without guranteeing somehow that that person will provide significant benefit to us (we thought about conditioning the equity share on something). I know that we can use various statistics tools to count the leads of users to our site, but I'm not sure of which percentage of users should I expect to have from internet marketing? Is there another effective way to measure the effectiveness of online marketing?