Clicky is an integrated digital marketing agency that supports clients across the UK with performance marketing, creative campaigns and marketing strategy. They work across a number of key industries including not-for-profit, travel and tourism, professional services and more.
We spoke to Robin Cooke, Account Director at Clicky Media to see how exactly they integrated Ruler with their clients.
Clicky work with a number of clients across many different industries. Much of their work revolves around driving leads for B2B clients through lead generation channels like paid media.
The issue with this is connecting inbound leads, and penultimately, revenue, back to PPC adverts. A particular challenge for the Clicky team was connecting calls through to PPC ads.
Of course, GCLIDs can go part of the way when it comes to tracking ad campaign success. But where it falls short is being able to track through the full customer journey.
Robin and his team implemented call tracking and marketing attribution tool Ruler Analtics to better track the impact of their work on lead and revenue generation for clients.
Robin said, “Ruler been especially useful when trying to prove that calls that generate contracted leads, and therefore income, have come as a direct result of PPC campaigns we've been running.
“It makes us look better in that it shows more 'invisible' revenue we've been responsible for generating, but more importantly, it allows the client to decide more accurately where to direct their spend for the best ROI.
“Since starting to use GCLIDs on PPC campaigns for end-to-end data tracking for one of our clients, Ruler has been able to fill in an enormous void where we weren't attributing PPC activity to calls.
“Now we're able to track GCLIDs against phone calls, we are more effectively tracking what's working, and what's not, and we can optimise future spend much more effectively.
“It's quite startling that we didn't even realise there was a problem until we started using this function, and now we know we've been historically under-reporting to a high level.”
Now they have linked their PPC campaigns and other marketing functions to full customer journeys, the team at Clicky are able to definitively prove where leads and revenue are coming from.
Not only is this great for the client as it means the Clicky team can better optimise their efforts. But it’s also great for the agency, as they’re able to prove their true results - which are significantly higher than what they report without attribution.
Robin added, “Get to grips with the system, test it out, explore the interface and make sure that you can see first-hand the gaps that have been filled in by Ruler.
“When first using it, I was really surprised how much isn't tracked and is therefore unattributable to the activity we ran. Having it gives full visibility, so using it and delving into the detail is essential to understanding the power of what it can do.
“Tracked calls through Ruler Analytics account for up to 30% of all site conversions for one of my key lead-gen clients, so it's an incredibly important area to track and optimise against.”