Marketers Surveyed to Find Trends in Reporting and Attribution

marketing attribution and reporting survey and analysis 2021

Reporting is the best way for marketers to better understand what is and isn’t working so they can optimise their efforts. But what channels, metrics and conversions are they using, and which of those do they struggle to track?

 

In early 2021, we surveyed over 200 businesses to learn more about how they’re currently reporting and attributing their marketing efforts.

Keep reading to find out some of what we learned.  Or dive right in and download the report here.

 

 

Marketing Channels

Marketers were found to use as many as 13 different channels when it comes to disseminating their content.

90% of marketers surveyed stated they used web and blog content in their marketing channels. Perhaps surprisingly, 33% of those struggled to track blog content.

Meanwhile, just 14% of marketers stated that they used TV or radio in their marketing strategy, but 100% of them struggled to track its effectiveness.

Perhaps the problem for these marketers was a lack of attribution, with 42% stating they did not use an attribution tool to measure their marketing.

 

Marketing Conversions

Conversions are a key method used by marketers to generate sales-ready leads from their website.

Unsurprisingly, 84% of marketers use form submissions on their website to generate leads. This was by both direct call to actions as well as through gated content forms.

Meanwhile, 50% of marketers stated they used inbound calls while just over 33% use live chat.

Of those who use forms, 36% struggle to track conversions. Meanwhile, a staggering 62% of marketers using phone numbers to drive leads, struggled to track inbound calls. 53% of marketers using live chat struggled to measure conversions,

 

Marketing Metrics

We asked marketers about 15 different key marketing metrics that tend to crop up in reporting. Conversions came up as the most commonly tracked metrics, with 81% of marketers stating they measure this in regular reports.

Other key metrics which proved popular were clicks, impressions, CPL and revenue.

However, marketers seemed to struggle with aspects of their metric tracking. 28% of those measuring CPA struggled to track it.

Just 10% of marketers stated revenue was difficult to measure, despite 42% saying they did not use attribution tools.

Meanwhile, just 9% of marketers stated they struggled to track conversions. However, we know that up to 62% of marketers using phone calls struggled to track inbound calls. So this raised questions around what marketers counted as lead and conversion tracking.

 

What Does this Mean for Marketers?

There’s a data disconnect.

Leads and conversions should be tracked as part of a full customer journey. From our survey, it seems that marketers view them as individual actions. And we can’t blame them. With so many channels, so many conversion types and so many metrics, it’s a lot to keep track of.

But differentiating leads and conversions by channel, by campaign and even by keyword is a vital skill to have.

It allows marketers to fully understand how their work is driving new leads and sales. And, when broken down by campaign and channel, they can see which works best and optimise to that.

In the long-term, it means less wasted budget, higher return on investment and a happy business!

 

Download the full report into marketing attribution and reporting for further insights.

 

A huge thank you to all of our respondents for taking part. We’ve linked to every respondent that asked to be mentioned.

6 Ice

93digital / FINITE

Abusix

Add People

Adido

Agroland S.A.

AJ Barnes Financial Planning

Angel Jackets

Anvil Media

Ark Advance

AutoCoinCars

Balsall Common Dental Practice

B2B Data Partners

B2B Digital Marketers

BackTaxesHelp

Bequests

Bibby Financial Services

Bloc

Blueclaw

BlueSauce

BlueTuskr

Bon Accord Pest Control

Boster Biological Technology

BugHerd

Business Intel Pro™️

Business One on One

Cabana

CallCare

CampaignHero

CanIRank

Caveni Digital Solutions

Channels

Chilli Fruit Web Consulting

Chorley Building Society 

Coach Foundation

Coffee Works

Coffeeble

ColinShipp.com

Community Tax

Conex Boxes

Cookwared

Couture Candy

David W Harris & Co

Deck 7 Inc.

DevSkiller

Digital Marketing 4 Leads

Dog Blog

Double X Digital

Drew’s Review

Easyreporting

Embryo

EQVVS

Essay Center

Everlasting Comfort

Everything But The Plant

Evoluted

EWR Digital

Expandi

Fashion Blog Inc

Filter King

FireCask

Formisimo

Fresh Lead Finder

Frettens Solicitors

Funeral Funds of America

Future Processing 

Gameloft

Geoff McDonald and Associates

Get Licensed

GetSpace.digital

Gmelius

Green Thoughts Consulting

Gro MD

Growth Hack Guides

Growth Through Marketing

GyanDevign Tech Services LLP

Happiness Without

HatchHouse

Hayden Girls

HealthMarkets

HeyOrca

Hope Health Supply

House Method

houseof

Huan

IBB Law

iHASCO

In Motion Marketing

Influential

JookSMS

Kayzen

Kinloch Anderson

Kintell

KrakowDirect

Land of Rugs

Live Lingua

Loganix

London Chartered Surveyors

LTHR Shaving

LV Bet

Marygrove Awning

Mavens & Moguls

MCAT Prep Insights

Miles Beckler

Mold Busters

Mostly Blogging

MuteSix

MyPerfectResume

Narrator

New Horizon Marketing and Advertising LTD

Nomow

Novel Growth Partners

Number For Live Person

OA Design Services

Oklahoma Smokes

Olympian Garden Buildings

Origin

Out of the Box Innovations Ltd

OuterBox

Payment Depot

Peninsula

Peninsula Canada

PlanM8

PrimetimePokemon.com

ProfitGuru

Proper Wild

Property Solutions, LLC

Pumpkin Pet Insurance

Pure Cremation

QuickEmailVerification

Rally

Rawson Digital

Restore Privacy

Rize Reviews

SaaSy Copywriting

Saunders Law

SDK Marketing

Security Tech

SEO London

ServGrow

SERVPRO

Sleeping Giant Media

Snap Agency

Snov.io

SoftwarePundit

Solitaired

Solution Scout

Sond Skin

Specialist Journeys

SUDDENLY

Systal Technology Solutions 

Takaoto

Talkative

TaxHub

Test Prep Insight

The American SEO

The Dog Adventure

The Hive Law

TheGiftYak

Toledo Web Designers & Digital Marketing

Topp Casino Bonus

Turbo Finance

Twiz 

Vale Creative 

Visual Oak

VitrA

VIVALATINA

Vivipins

VSS Monitoring

Website Copywriting Service

Westermans International

Wilkes University

Willamette Life Insurance

Windy City HomeBuyer

WirEntsorgen

WotNot

Zellera Legal Technology

Zoewebs

Zyro

 

 

Written by

Digital Marketing Manager at Ruler Analytics with experience in SEO, content marketing and social. After working both in-house for a travel firm and at an agency, I help people (who used to be me) attribute their revenue to their marketing efforts.