Performance Digital Marketing Agecy Instangly Uncovers $600,000 in Revenue Attribution
Not All Marketing Tools Are Created Equal
This particular digital marketing agency was relying on all the analytics tools that you’d expect. The unique problem in this instance was that the client in question had a majority of customers making purchases via their mobile devices. That meant many of them were buying through the Safari web browser. 3rd Party cookie attribution is a nightmare in general. Couple that with the fact that Safari wipes cookies every 7 days and you have a recipe for disaster. If customers didn’t convert within that 7 day window, most attribution platforms are going to give credit to another source for revenue.
generation. The numbers provided by the paid media platform looked good, but it turns out they were getting less than 76% credit for the revenue they were actually driving. That meant they were likely turning off campaigns that were performing well while maybe scaling up campaigns that were not.
“We’re finally getting the proper credit for the massive revenues we’re generating.”
– Owner – Digital Agency
Complex Customer Journey Pains
If you’re in marketing, you know how hard it can be to get proper attribution across all channels for revenue generation. That’s especially true in the digital marketing world where disconnected platforms are often only capable of reporting returns within their own eco-systems. Marketers must either rely on the attribution models of their paid media platforms (i.e. social media, paid ads, CPC, etc) or they’re using tools that only see small snapshots of the overall customer journey.
This is already hard enough, and amplified when the customer journey is long or complex. Marketers can spend thousands of dollars on multi-touch attribution platforms, customer segmentation platforms and analytics software. Many times, it still doesn’t solve for the problem of those systems and tools having to rely on 3rd party data and cookies to make decisions on. And you still may not see the “true” entire customer journey across multiple devices and platforms across time
Performance Digital Marketing Agencies
Performance digital marketing agencies are exceptionally good and getting paid media campaigns to drive massive return-on-ad-spend and revenues. They make critical decisions on when to turn paid campaigns up, and when to turn them off. They’re also incredibly talented at getting ads to convert based on where they appear in the digital marketing funnel. What’s hard, however, is when they can only see 50% of the customer journey and have to use that information to make decisions on what’s driving revenue for clients.
It’s impossible to make critical decisions with incomplete information on the entire end-to-end customer journey, so when it came to paid ads initiatives for this agency and their client, they had a challenge both with attribution and paid media performance optimization
By implementing Click360’s end-to-end marketing and analytics platform, this agency was able to capture customer journeys without loss of attribution regardless of how long it took them to convert to revenue. And, because Click360 captures
all data first party, they could see every single customer journey down to the exact lead and opportunity. Every click, campaign, medium, influencer, page, email, text and more. Now, they clearly identified channels that were performing well and increased spend, while turning off channels that were not.
Click360 found that this agency was actually driving nearly $600,000 more revenue than they were getting credit for, accounting for roughly 32% more revenue than what their tools had been reporting back to their client. They could now account for every single paid and organic campaign down the exact dollar in terms of how much revenue it was *actually* driving, which gave them the ability and the confidence to optimize how every dollar was spent throughout the digital marketing funnel to maximize return. And, because they could see where every marketing dollar performed best, they now also understood exactly where each channel played throughout the customer journey, which meant they could optimize for the best top-of-funnel, middle-of-funnel and bottom-of-funnel channels by true return-on-ad-spend.