Privacy-focused initiatives, such as Apple's ATT policy and the death of third-party cookies, have made it more challenging for marketers to track and attribute the effectiveness of their campaigns. These initiatives have limited marketers' ability to track users across multiple touchpoints and target ads to specific audiences.
Oli Walpole, Head of Performance at J2, and his team were no exception and faced significant challenges adapting to these changes.
Faced with the increasing challenges of tracking user journeys and marketing measurement in the era of data privacy, J2 turned to Ruler for help.
Ruler provides J2 with a more holistic view of their data from multiple sources, enabling them to see leads with greater clarity and achieve end-to-end attribution. It tracks the customer journey at the visitor level using first-party data, such as UTM variables, Click IDs, and Cookie IDs.
This allows J2 to track user activity across multiple sessions and marketing touchpoints more seamlessly. When combined with Google Analytics, this data helps J2 definitively prove to clients where leads and revenue are coming from and optimise for greater impact.
“Having worked with Ruler for a few years now, the experience has been very positive. I’ve enjoyed working with the team and have found them to be responsive and always happy to help find a resolution when we’ve encountered any issues.
The software itself has enabled us to take more accountability over lead quality and increase our marketing measurement by gaining a better understanding of which platforms play what role in our overall marketing mix,” Oli says.
“We first heard about Ruler during our search to find a UK-based partner that would provide end-to-end attribution for our clients. Having now implemented Ruler for a number of clients, we’ve found that combining in-platform, Google Analytics and Ruler Analytics data helps us to assess the journey, core touchpoints and outcomes from our marketing.”
“As marketing measurement has become harder with the likes of Apple’s ATT policy and other initiatives, Ruler has enabled us to ensure the integrity of our data by cross-checking what we receive through Google Analytics and the platforms we advertise on.
As accountability is an important part of what we offer, having Ruler has led to a number of scenarios where we have been able to point to the user journey and tracking parameters that have resulted in a lead.”
“Our lead tracking processes have certainly been streamlined, with better visibility over our data from multiple sources, using Ruler as a verification platform. As an agency, it has added an additional tool to our arsenal, enabling us to gain greater visibility over leads and have more accountability over ad performance with our clients.”
“It has given us visibility over leads that otherwise wouldn’t have been seen as MQL’s leading to acquisition. From this perspective, the value has been great.”
“Attribution can be fairly complex, however Ruler provides a simple dashboard with easy set-up and onboarding options. Also as Ruler is a UK business, having a local team that’s available to support you or your clients is very helpful.”