Considering Ruler Analytics to better track, evidence and optimise your marketing success? In this blog, we’ll show you everything you can stand to learn if you integrate Ruler into your marketing stack.
Ruler Analytics is a key marketing attribution tool that can provide clear value to marketers looking to better understand how their marketing is supporting sales and revenue growth.
In this blog, we’re going to show you exactly what you can stand to learn in Ruler’s dashboard.
So, let’s get stuck in!
Ruler is a marketing attribution and call tracking tool that you can use to link your closed sales back to your marketing.
What does that mean?
Well, Ruler works by tracking every visitor to your website using first-party cookies. It collates session and marketing data to individual users to create a database of engagements.
At the point when that website visitor converts, whether that’s via phone call, form fill or live chat conversation, Ruler will fire all of the data it holds your lead to your CRM (or wherever you’re storing your lead data).
Ruler continues to monitor your website visitors even when they’re leads, adding marketing touchpoints to build a customer journey.
When that lead converts into a sale, whether that’s in a month or a year, Ruler will scrape the revenue data that’s inputted to your CRM and fire it to your chosen marketing tools. It means you can log into tools like Google Ads or Google Analytics and see revenue accurately attributed to the influencing channels, campaigns, ads and keywords.
For this blog, we’re going to concentrate on the data you’ll be able to access in Ruler’s own dashboard. But remember, all of this data can be pushed into the apps you use, meaning you can get the data you need where you need it most.
For each of the reports we’ll go through in the next section, you can view accurate metrics and data.
These are extremely important when it comes to measuring and optimising your marketing as they give a clear indication of what’s working, and what isn’t.
You’ll be able to see:
All of these metrics come as standard and give a clear picture of your current marketing performance.
Ruler offers multiple attribution model types meaning you can switch between types for all of the key reports that follow. As the model types change, the metrics above will also change to match.
In the Ruler dashboard, you’ll get access to some key reports where you can discover how your marketing is performing in regards to number of leads, amount of revenue and more.
Remember, each of the reports below will show the metrics mentioned above.
This report is where you can view how your marketing channels are working. Ruler will split your channels into categories like:
The source report is a fantastic way to understand which channel is working hardest to drive the most high-quality leads and sales. It allows you to understand how to optimise your marketing strategy and where to concentrate your efforts.
Related: Read how Ruler can help you optimise your marketing strategy
The keyword report is exactly what it says on the tin. Ruler Analytics integrates with paid tools like Google Ads and Microsoft Ads so that you can send revenue data.
You’ll be able to then see a revenue amount against your keywords in these apps which can help you optimise your paid advertising.
But remember, it’s also available in Ruler. And you’ll be able to filter these keywords across sources too so you can see if there are any discrepancies channel to channel.
The landing page report is a great way to connect your leads and sales to key pages on your website.
It will allow you to view your most successful pages from multiple attribution model types so that you can see what performs well at different stages of the customer journey.
Every marketer should be using UTM tags to better track their website traffic and performance.
When you’re creating UTM parameters, you’ll usually add a campaign name, a medium and a content tag.
Ruler can scrape all of these UTM parameters so you can report on each individually. This is fantastic if you’re doing A/B testing or trialling new initiatives as you can quickly and easily identify what’s working best.
Ruler also reports on three key usage terms; browser, device and OS. These can be really useful to better understand how your best customers interact with you online.
If you see a certain mobile device is converting better or worse it allows you to see where landing pages need to be optimised for specific screen sizes or where click-to-call code needs to be added.
We know by now that Ruler allows you to track each and every lead that comes through your website.
Ruler will track form fills, phone calls and live chat conversations meaning you’re armed with more data on how many leads you’re generating and where they’re coming from.
For each of the below, you can view full records of leads. You can also click into each individual lead in Ruler and view their full customer journey. This is a fantastic way to see how high-value customers have engaged with your business.
Do you use gated content or contact us forms to generate leads? You’re not alone. We found that 84% of marketers use form submissions as a conversion tool. But we also found that 36% of marketers who use form submissions as a conversion tool struggle to track them.
With Ruler, that no longer has to be the case.
Ruler tracks every single form fill which you can view in the form report.
This will list every single form fill within a set period including key data like:
You can click into each lead here to view their full customer journey to date.
We found that 50% of marketers use phone calls as a conversion tool, but 62% who do struggle to track them. And it’s not surprising. Proper call tracking requires a call tracking tool so that you can record and monitor every inbound call.
With Ruler Analytics, your phone calls report will show you:
You’ll also be able to record calls if you wish, which can be great for training purposes. Listening to calls can also be helpful to pick up on terminology customers might use which can be turned into ad campaigns/keyword targeting.
Again, you can click into every call record to see the full customer journey of that lead.
You can view your live chat conversations as conversions in the forms section of Ruler Analytics. And remember, while it’s combined with forms in Ruler, when it’s pushed out to your other marketing tools, it will be accurately attributed to your live chat tool.
The great thing about marketing attribution is the ability to connect your marketing to your revenue. So of course, in Ruler, there’s plenty of data on your revenue.
There’s the revenue report which lists every single sale and also includes information for each on:
This is a great way to quickly see your closed customers, how much revenue you’re generating and which channels are supporting to drive those sales.
Again, for each customer sale, you can click in and view their full customer journey. This is a great way to analyse the customer journey of high-value customers.
Remember, you’ll also be able to see key revenue metrics in all of the main reports listed in the previous section.
The opportunity report is something a little bit different. It maps customer journey stages to projected values of customers.
For example, say your general sales funnels goes something like this:
Ruler’s opportunity report will allow you to map your current opportunities and their projected revenue against each stage, as clarified in your CRM.
And there you have it, everything you can see directly in Ruler’s dashboard. And remember, Ruler integrates with 100s of other tools and applications. It will push and pull the data you need, where you need it most.
It means you can log into your favourite apps and see lead data, or revenue data, right where it’s needed.
Want to get started with Ruler’s attribution tool? Start connecting the dots between your sales and marketing by booking a demo.