- Do you know where your last customer came from?
- Do you know what causes your customers to buy repeatedly?
It seems that the holy grail of small business marketing is to be able to pinpoint exactly which bit of your marketing brings in customers and which doesn’t. Clearly, if you could tell which part of your marketing doesn’t bring in customers, you would stop spending money on it.
There is a bit more to this than simply asking people on the phone, “Where did you hear about us?”
We want to know “What triggered your first interaction with us?”
The first time you engaged with us, filled in a web form, made a phone call, requested a brochure, anything like that, the first time you did that, what got you to our door?
This is called First Click Attribution and it is crucial that you know this for every prospect and customer you have.
But that’s not all. We also follow a thing called RCA, which is Recent Click Attribution or Last Click Attribution.
RCA gives us information on what actually got you to take the last action.
I could request a PDF from someone and some months later I decide to buy. Now it would be great if you actually knew what made me buy. What is it that pushed me just over that threshold to actually make a purchase with you? That’s why we track both of these.
We track First Click Attribution because it is the first thing that gets you to be aware of us. It’s the first thing that makes you take any sort of action.
Let’s say, for instance, I am running a Facebook ad for a report. You click on that ad and you download the report. Now First Click Attribution will forever be Facebook. No matter what actions you take further, I need to attribute some of the income generated to Facebook.
Even if you, later down the line, click on a link in an email, or you attend a webinar, or you see an ad in a shopping channel, anything like that, doesn’t really matter where that is, that would then be Last Click Attribution or Recent Click Attribution.
Let’s say in that scenario that some months have passed and you’ve been receiving emails, and we send out an email with an offer or a deadline. You click on that email and that makes you take action and you buy.
Now the first instinct is to say that that promotion, that campaign worked really well.
Yes it did. That is the Last Click Attribution. But you have to tie it back to the First Click, which is the Facebook campaign I mentioned, so that I can say: That Facebook campaign brought in leads and some of those leads did convert.
I’ll give you an example of this and why this is so important:
UTM tracking links can be set up with either a spreadsheet or simply using a Chrome browser extension. You can add any parameters to track to any URL. For instance, If I wanted to send people to this article, from an Infusionsoft email, I will use the following UTM parameters:
Medium: Broadcast Email
Content: First Click and Last Click
Campaign: 12 Week Content Campaign
This will result in a url which looks something like this:
Now when you complete a webforms on the site, this information will be pulled into Infusionsoft so that we can properly attribute our leads and sales to the right marketing spend or activity.
David was working with a client on AdWords. They analyzed all of this in enormous detail. They had to do it manually via spreadsheets and a lot of time spent looking at Google Analytics.
They determined that their most successful keyword in Google AdWords, as far as opt-in conversions are concerned, not transactions, just a web-form completed on the website,turned out to have never converted a single customer.
All the leads that came in from what they believed to be their highest converting keyword actually turned out to have never produced a single customer.
That’s why this is so important. Because on the one hand, you can think, well great, this keyword, or this campaign, or this ad, or anything, is generating a lot of leads. That’s fine, but if you have no way of actually determining whether any of those leads ever become customers, and to be honest, that’s the only game we’re playing here … Building lists is one thing but essentially we need customers. We need paying customers.
If we can’t tie that back, then we will forever be spending money on things that don’t work. You really want to think about how you are tracking First Click Attribution, and then also Last Click or Recent Click Attribution.
We have a couple of ways that we do this
You can do this in Google Analytics. You can set up URLs with UTM tracking in them. But of course you want that information to actually come into the right place.
We’re just in the final stages of development for this, we are building a WordPress plugin which will track your links. It will track first click, last click. It will also track within Infusionsoft for this plugin.
It will track for you which campaign they came from, which keyword they typed in, if it is a search campaign, or which ad they clicked on if it’s Facebook or Display.
You can have all that information
You can have clarity on whether a particular campaign or a particular email sequence actually performed. You can create this UTM tracking in your email links as well, so you actually know when you send out an email sequence that customer X bought from email four.
You can then see what your success rate is with an email. Have a think about that, how you can tracking First Click Attribution, Recent Click Attribution. Once our plugin is ready, I’ll send you a message regarding that. If it’s of interest, you can grab that.
Author: Pieter K de Villiers
Pieter K de Villiers is slightly obsessed with systems. The systems and process automation he builds for small businesses are transformative, to say the least. Pieter is a Co-Founder of Barefoot Digital and the Amazon best-selling author of “Barefoot Business: 3 key systems to attract more leads, win more sales and delight more customers without your business killing you”.