Do you work in paid advertising or use paid campaigns as part of your marketing strategy, and want to know how marketing attribution can improve its impact?
Ruler Analytics is a fantastic tool that supports hundreds of marketers to get more from their outputs. In this blog, we’ll share:
So, without further ado, let’s dig in.
If you’re on this blog, you probably know that counting the number of conversions isn’t enough. While it helps you get an idea of how your marketing campaigns are driving new leads, there are a few issues at play.
While a new lead is exciting, it doesn’t mean that much when it comes to marketing measurement.
Think about it like this. A lead is a potential sale. Potential revenue. It’s not closed revenue.
So, when you return metrics like cost per lead, or conversion rate, you’re only getting half the picture.
For example, say you’re comparing two ad campaigns. They both drove 100 new leads for the same cost.
So, by that logic, we’d assume they performed equally well, right? Wrong.
Campaign A drove 100 leads, but 65 converted into £15,000 of revenue. Meanwhile, campaign B only drove 30 sales and £4,000 of revenue.
So campaign A was more successful.
This leads us to problem two.
Ok, if you’re in eCommerce, then tracking which channels are directly resulting in revenue is easy. But what about if a user sees an ad and converts 3 visits later via a direct search?
You’ll never know that your ad campaign influenced that sale. That leaves you with unreliable ROI and ROAS data. And it’s worst for B2B marketers or those using lead generation. If you’re not in eCommerce, then chances are you’re using conversion types like phone calls, form fills and live chat sessions.
These are tricky to track properly without some serious code-writing or specialist tool.
So while you can track the volume of leads, you can’t track their source.
That means while you might see an uplift in form fills while you have a paid campaign live, you can’t definitively prove how many came from that ad.
And tools like Google’s call tracking conversion aren’t enough. Take call tracking via PPC as an example. Google uses call duration as a signal that a lead has converted.
While you can then track which calls occurred as a result of paid advertising, you still haven’t got much clarity on your lead quality.
Google Analytics is tracking all of your website referral data. And while you can set it up to pull in Google Ad data, what about your lead data?
Chances are, that’s being fired off to a CRM. And when leads from your ads close, the revenue they bring in stays locked in your CRM too.
Imagine if you could log in to Google Analytics or Google Ads (or whatever ad tool you’re using), and see exactly how much revenue you’ve generated.
Meanwhile, imagine if you could input your lead source as paid to your CRM so there’s absolutely no doubt where leads are coming from when they’re passed to your sales team?
That’s where Ruler comes in. Let’s look at how it affects your analysis and optimisation.
Analysing your paid ad campaign can be a scary endeavour. How do you know what keywords to turn off or which campaigns to add budget to?
With Ruler, you can get more insights that will help you make data-driven decisions.
Phone calls, form fills, live chat. You name it, Ruler tracks it.
And that’s not just the volume of conversions. Ruler’s closed-loop marketing attribution tracks and stores marketing data on visitors to your website each visit they make. When they convert, it fires all of that data over to your CRM. Then, when they close into a sale, Ruler fires that data where it’s needed too.
It means you can definitively prove the number of leads generated by your ad campaigns.
But it also means you can track the full lifecycle of your leads. So, when they convert, their revenue will be attributed back to the campaigns and sources that influenced it.
Ruler has a number of reports that are perfect for analysing paid campaigns.
Using Facebook and Google simultaneously and not sure which is working better?
With Ruler’s source report, you’ll be able to prove which source is driving:
Plus, with Ruler’s cost functionality, you can automatically pull in the ad cost. With this Ruler can calculate and share key metrics like cost per lead, cost per acquisition, ROI and ROAS.
With Ruler’s tool, you’ll be able to see which keywords in your campaigns are driving the most leads and revenue (plus CPL, CPA, ROI and ROAS).
You might find a keyword is driving a lot of traffic but users aren’t converting. Perhaps you need to evaluate your landing page. Is something stopping them from converting?
Or perhaps you find a keyword that’s driving traffic and leads, but not sales.
One of our clients had this very issue. They used Ruler’s callback capability to dive deeper into why these leads weren’t converting.
Turns out, users search intent, though matching the keyword was completely different to the intent set by the ad manager. While it was a similar product, it wasn’t exactly the right fit. So those coming through as leads via this keyword were not the company’s intended audience.
As such, this insight saved them thousands of pounds on wasted conversions that led to nothing.
When using paid channels to drive traffic, leads and sales, you’re likely using UTM tags on your links. This is a recommended tactic in order to get better overview of how your marketing is working as you can break it down by campaign, medium and content.
And, if you’re using Ruler, there’s a report for each!
The campaign report allows you to break down your ad performance by individual campaign. So, even if you’re running a campaign across Bing, Google, Instagram and Facebook, you’ll still be able to corroborate that data in one report.
As always, you’ll be able to see traffic data, along with lead and conversion data. This data quickly illuminates what’s working best, and what isn’t.
The same applies to the medium and content reports. Use them to differentiate between your ad success and make smart decisions using real insight based on sales, not leads.
If you prefer analysing your campaigns in Google Analytics, that’s ok, we won’t be offended. In fact, it’s what we prepared for!
Ruler’s job is to pass on key data you need to where you need it most. For Google Analytics, that’s revenue and cost data to allow you to get a definitive ROI and ROAS.
As far as paid advertising goes, you can view revenue in all of your key reports. From acquisition to behaviour, you’ll be able to see how closed sales are properly attributed right in Google Analytics.
Similarly, if you want to see your revenue in your ad accounts, we do that too.
You can log into Google, Bing or Yahoo’s advertising accounts and properly close the loop. Since you’re no longer just driving leads, you’ll be able to view your campaigns based on revenue and make data-driven decisions.
So now you know how to analyse the data you can see in Ruler, what do you do with that data?
In this section, we’ll share how Ruler can help you to optimise your paid campaigns to drive better results.
Now you’re using attribution, you’re tracking every lead, every conversion and every interaction.
It means that you can properly attribute your campaigns.
Let’s use an example.
You set live 3 campaigns on PPC. They start bringing in traffic, leads and some sales. You analyse them after a week.
Ad one is bringing good traffic to your site but leads aren’t converting from it. Since you have attribution, you can see there are leads, but only low revenue.
Thanks to this insight, there are a few things you can look at to improve this ad’s convertibility:
Ad two has low traffic but is converting well. Since you’re using attribution with Ruler Analytics, you can see that this ad is generating a good lead to sale close rate.
This is a great ad. It’s targeted and so is converting well. To improve it, you might consider:
Ad three is getting low traffic and low lead conversions. Using Ruler’s attribution, you can see that sales are fairly average.
There are a few possible issues here:
For both of these issues, you would need to do further keyword research in your ad analytics tool.
It sounds obvious, but you should always add budget to whatever’s already working if you’re looking to scale your paid advertising.
There are some key things you can do when using Ruler.
Google is often the go-to for PPC ads. But it’s not always the best.
In fact, cost per click on Bing compared to Google is $70 cheaper. Of course, we know that cost per lead isn’t the best metric, but this is a good sign.
Given Bing is less saturated than Google, advertising here can often be cheaper and more fruitful.
By using the source report in Ruler Analytics, you might test another PPC source and find it’s much more effective than another.
In this scenario, you could then switch budgets around to find the perfect medium. The good thing about Google and PPC, despite it being more expensive, is that it pays for brand awareness. While a user might not click and convert on your Google PPC ad, they might further down the line.
This brings us to our next recommendation.
Customer journeys are getting longer. It’s rare that a user lands on your ad and converts right away. They could still be in the discovery phase of their customer journey.
So how can you properly understand the impact of your ads?
With attribution of course!
In all of our reports, you can switch your model type meaning you can view your data by your chosen model type.
First-click and last-click are both great model choices for paid campaigns given they work so well at the start and end of many customer journeys.
Using this function will give you greater insight into your ads and allow you to optimise more confidently.
Even better, if you use our attribution model types in your UTM campaign report, you’ll be able to build an understanding of specific campaigns and their role in the customer journey.
You might find one ad works better at starting customer journeys, while another works at the end. With this, you can serve people the messages they need at the right time in their journey.
Hopefully, that helps you better understand how to optimise your paid advertising with Ruler Analytics.
Here’s a quick recap of how Ruler works.
Sara sees your PPC ad and clicks on it. Ruler tracks her marketing data and her interactions with your website.
She visits a second time via a retargeting advert on Facebook. Again, Ruler tracks Sara, adding this marketing data.
Sara returns to your site a few days later via an organic search. There, she converts via a form fill by booking a demo of your product.
At this point, Ruler fires all of the lead and marketing data held on Sara over to your CRM.
One week later, at her demo, Sara converts.
The salesperson conducting her demo updates her file in your CRM. Ruler fires again, scraping the revenue data and firing it to your Facebook Ads Manager, Google Ads and Google Analytics.
There, the revenue is correctly attributed to the relevant channels.
Ruler can integrate with thousands of applications. So, whatever you use to drive more leads via your marketing, we can work with.
Check out our full integrations list or read more on how to import your Ruler Analytics Goal from Google Analytics into Google Ads.
. Or, if you’re not already using Ruler, book a demo with us. See our data in action and how you can use this tangible evidence to optimise your paid advertising strategy.