Collecting, Analyzing and Attributing Leads & Conversions.
Calculating profitability from our online efforts as marketers is one of the most challenging aspects of our jobs. A sea of information, usually from different platforms or resources. None of which are connected or unified in language or logic. But we have to produce actionable, accurate, and detailed insights reports.
Sales want a report that highlights thier efforts.
Business Development wants a report that shows a prospecting pipeline - future buisness.
Operations would like to showcase their improvments.
Marketing needs to justify the $150,000.00 spent for the last month.
Where to begin? Let's start with the basics - what are we using as our success metrics or KPI’s?
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Purchase Now.
All are relevant but represent different stages of the customer journey. All are important in thier own right, but for reporting purposes and revenue recognition, there is only one metric here we care about. Purchase Now. What do we need to have in place to facilitate clean insights, no double reporting, and accurate revenue recognition? Let's take a look:
Attribution Model: Linear is going to be the most accurate here. Or, a First Click / Last Click Blended Model (MCF). This solves the question of channel attribution and recognition, but also considers converting channels. I’d highly recommend that you have the team double check the attribution window with Google Analytics, assuming that’s your primary source of truth.
Spend - July 2024
PPC Campaigns Reports: $10,000
Facebook Ads: $5,000
KPI Report - July 2024
Total Marketing Qualified Lead= 300
PPC (MQL) = 202
Paid Social (MQL) = 32
Organic Sign Up Email Marketing (MQL) = 15
PPC Email Marketing (MQL) = 51
= $15,000 / 300 Leads
= $50 CPL ( Cost Per Lead)
Revenue Recognition and Channel Attribution - Leads that resulted in conversions:
PPC CPL = 20
Paid Social CPL = 3
Organic Sign Up Email Marketing (MQL) = 1
PPC Email Marketing (MQL) = 2
= 26 Conversions
= 1 Unit Per Order
= Average Order Value $761.00
= $19,800 in Sales
= $576 Cost of Acquisition
= $184 Net Profit Per Order
Monthly Highlights or Topline KPI’s
MoM PPC Lead Cost ( +15%)
MoM Social Lead Cost ( - 12%)
MoM Top Five Market Share Movers
United States (+2%)
United Kingdom (3%)
Canada (-1%)
Austria (+5%)
Ireland (-2%)
**MQL is classified as a customer who requested a quote
** CPL is classified as a customer who was brought in via paid efforts.
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