Digital Marketing

Tracking & Reporting

Google Analytics is not tracking and reporting. It is the first, remedial first step in a true full-funnel tracking and reporting system.

Most agencies fall in one of two camps, keeping you in the dark or giving a flood of un-customized and mostly meaningless information. We distill the numbers that matter, from every platform, all into one place that you can visit anytime and compare with any timeframe.

CEIPAL Tracking

Time Frame: Two Years+ (2018 – Present)

Full-funnel Tracking
For 9 Data Sources


Software used:

Google Analytics, Google Tag Manager, Google Ads, Hubspot, Software Advice, Capterra, GetApp, LinkedIn, Microsoft Excel, TI-89 Operating System


We took Peter Drucker’s words to heart for B2B client CEIPAL; “If you can’t measure it, you can’t improve it.”

Background

CEIPAL, a SaaS platform offering recruiting and workforce management software, became an a(m) client at the end of 2018. As a B2B company, their sales cycle is a bit more complicated than a B2C sale. It’s not about just convincing an individual to purchase a product, instead, it requires multiple touchpoints and interactions before a prospect is converted into a customer. For any B2B SaaS business, simply having Google Analytics installed on the website is not sufficient for proper tracking – and CEIPAL was no exception. This sales process gets complex, making full-funnel tracking and reporting immensely important. 

Challenge

Prior to working with a(m), CEIPAL was investing in online advertising on many different platforms and channels. Like any savvy business, they knew that in order to optimize ROI they needed to fully understand what they were investing – where, when, and how much. The problem was, each platform had slightly different metrics and measured a different action in the conversion process (site traffic, email leads, demo sign-ups, ad engagement, etc.). This made unified tracking and reporting difficult; there was no way to get an apples-to-apples comparison across platforms. This lead to confusion as to which channel was spending which amount of money and driving which conversions. 

This is where a(m) entered the equation. 

Our Solution

Defining Relevant KPIs

GENERATING A WEEKLY REPORT TO GAUGE PROGRESS

Before changing the setup of their B2B marketing automation funnel, we knew we had to outline what critical business questions needed to be answered on a weekly basis in order to establish a successful tracking and reporting system. By knowing what questions needed to be answered, we would then know which specific metrics would need to be distilled from each platform and correlated.   

In collaboration with CEIPAL, a(m) determined that these were the critical weekly questions that CEIPAL needed their reporting to be able to answer:
  • How many leads are generated each week by each channel?
  • How much money is spent on each channel?
  • How many of those leads proceed to subsequent stages in the funnel
    (i.e. marketing qualified lead, sales qualified leads, deal etc).
  • What is the cost per sales qualified lead across each channel?
  • Who visits the website, but does not convert?
  • What is CEIPAL’s overall website conversion rate?

Given that CEIPAL is currently utilizing more than 9 different channels, a(m) had to account for all these data types. Luckily, we were able to access the source data from each channel platform and integrate it into one single database. 

To achieve accuracy in the tracking, comparing, and reporting of the conversion data, we installed tracking code, assigned UTM parameters, and tested website behavior. After much analysis, testing, and tinkering, we arrived at a repeatable and reliable process – a proprietary report that gave CEIPAL the relevant KPIs for their weekly success. 

CEIPAL Tracking Flowchart

It was only then, after mapping and tracking all activity to the website across all channels, were we finally able to report on performance and analyze results in order to make adjustments and improvements on marketing tactics. This herculean report was, is, and will continue to be put to use by CEIPAL to help them see where they’re making the biggest splash and getting the most bang for their buck. 

You see, it’s not always about impressive metrics that show revenue increase or higher conversions. Sometimes, it’s just about staying organized, focused, and knowledgable about return on investment across every step of a potential customer’s journey. By clearly identifying obstacles or shortcomings in the form of revenue loss or low ROI, they can easily be overcome with proper management. Whether it be a simple eCommerce product sale or a multi-step business-wide sell, tracking and reporting is critical to help any business set more realistic goals and monitor progress made toward them.

“Before Accelerate Media, our data was all over the place. We didn’t know where we were the most successful and couldn’t move forward in a strategic way. Now, we can see exactly where we are most profitable and can adjust our strategies accordingly. The care they put into creating a solution just for us is something we are incredibly thankful for.”

Sameer Penakalapati, CEO

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