In order for us to have a clear understanding on what we are trying to do, we should have the same objective and the same perspective that we would like to present, which is costs, profits, and conversion rates, or KPI’s (key performance indicators).
Because we are having a technological disadvantage in reporting and analytical tracking capabilities, it is a greater struggle to have detailed reporting and greater understanding on how much we are investing per user than by channel, because on google analytics dashboard, there have been updates these past two years, having a multi-channel attribution report, which is far more efficient and accurate than what we are using right now for our business goal tracking.
For example, we report based of conversions and CPA, but we don’t base the cost per user engagement, it is called existentialism, and it is one of the most complex parts of marketing. Nowadays, is probably the single most important key performance indicator, but it is ultimately having a report in real-time about the demographics of our users and correlating the exchange in business value. So in a sense, we are literally want to map the feelings of the users so we generate the greatest return on ad spend.
Conversions is about users taking action because they want something from our business, that is the value that we offer in order for them to get it. They want an exchange in value of our services. So if we based the costs of marketing campaigns per user, we can see how much we are spending on PPC from active users.
For example, when a campaign starts from a to z, what happens is that purely getting data in the present and capturing on the servers, so what we capture, is going to have more tracking capabilities, because there will be more captured variables that are necessary in order for us to report by user, an example if I want to report by user, I can report by saying, this user came through an SEO search term, then he left, after he came back through a display campaign, which cost $2.50, and then he keeps reading our website and then he downloads a whitepaper, there are 2-3 days that passes, and then he searches for our branded name, and then he searches and see our PPC ad on AdWords, having a more credible ad that will help a conversion to the goal, all channels are helping traffic to get to converting customers as efficiently as possible.
This will report will tell us how much we spend per user, such as we spent $20 dlls on user type A, and $35 dlls on user type b, we must realize that we can determine the growth rate by segmenting by campaign and attributed by duration, last click, first click, or linear, (weight), the more ads we have, the greater analytics tracking we need to implement.
We need to understand our return on ad spend, and we won’t be able to have an accurate and detailed report with their spending, profits, and cross-channeling conversions.