Calculating the Return on Investment in Advertising Correctly!
New Economy Business School SUPERLUDI
Working with Data in CRM
How to accurately assess the impact of advertising campaigns on revenue?
What happens to applications after they enter your CRM? What indicators should a paid traffic channel specialist focus on? Let's break down these questions in order.
Roman Chernysh
Co-Founder "Power-UP"
PROJECT TASKS
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ASSESS the impact of advertising campaigns on profit;
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REDISTRIBUTE the marketing budget in favor of the most effective advertising campaigns.
SOLUTION
1
Integration with CRM
To "link" website visitor sessions with actual user data in amoCRM, we decided to use clientID — a record from the browser's cookie, assigned to each visitor at the time of the site visit. Each new lead in amoCRM was assigned an additional attribute of clientID.
2
Data Merging
We used a standard Google Sheet to merge data. One tab imported data from amoCRM for the last 30 days, and another tab exported data from Google Analytics Universal for the same period. The two different tables contained one common attribute — clientID, which served as the connecting link for the two different data sources.
3
Data Structuring
We used pivot tables for convenient grouping and structuring of data. In the table at the level of traffic sources and even advertising campaigns, we displayed all steps of the sales funnel that a lead goes through until the decision to pay and actual receipt of funds!
4
Decision Making
Specialists in paid traffic channels can now focus on the real return on investment indicator when optimizing advertising campaigns. The business gained confidence in decision-making, as it can now assess the impact of advertising on revenue by communication channels.
RESULT
Both sides gained profit. Both the business and the agency improved the quality of decision-making regarding the distribution of the advertising budget.
For optimizing advertising campaigns, we set not the submission of a form from the site as the goal, but the actual profit received. Thus, we work with the real ROI — the return on investment indicator.
Targeted advertising on social networks showed the best results for successful closed deals.
Telegram
Posts in Telegram bring many leads. However, the quality of inquiries is lower — many applications do not pass the qualification stage.
YouTube
Demonstrated good results in the quality of received applications.