Using Kissmetrics to Find Your Most Valuable Marketing Campaigns
By Zach Bulygo
So you converted 3.1% of your visitors last month?
Awesome! How many of them spent more than $100 on their purchase? Or how many were on your Enterprise plan?
And how many of the 3.1% added a coupon to their order?
How many of them came from your Facebook ad campaign?
That’s a problem.
Here’s why surface-level analytics can lead to bad decisions, and how the Kissmetrics Funnel Report can answer some questions that lead to better analysis and decision making.
How Bad Marketing Decisions Can Get Made
Let’s take this scenario:
You, the Director of Marketing for an e-commerce company, recently launched a Fall ad campaign on Twitter, Facebook, and AdWords. A month later you notice that your purchase conversions increase 1%, so you pour more money on all three ad platforms without knowing which campaigns led the most to conversion.
90% of the boost in conversions may be because of the Facebook ad campaign, but without doing research you’ll put more money on the effective campaign and burn money on the 2 ineffective marketing campaigns.
In another scenario, you see that most of your large purchases ($150+) come from AdWords, yet neglect that channel because it brought fewer conversions (when what you’re missing is fewer conversions but higher total purchase volume).
Here’s how to see the whole picture with the Kissmetrics Funnel Report.
Viewing a Funnel With Revenue Data
Continuing with the e-commerce marketing director scenario, let’s say we just ran our Summer advertising campaigns. We had campaigns on Twitter, Facebook, and AdWords. We’ve tagged all three with UTMs, which makes for pretty easy tracking across Kissmetrics and other SaaS platforms. We want to see which campaigns brought customers who spent at least $100.
We’ll need to create a fairly elaborate funnel. Here’s what we’ll do.
The first step is to look for people who came from an advertisement. We’ll have the first event be “Ad campaign hit”.
We’ll add additional conditions to this event. This is where we’ll narrow in on these three campaigns and be able to distinguish between each. We’ve tagged each campaign with a respective Campaign source. Twitter has campaign source twitter, Facebook is facebook, and AdWords is tagged as adwords.
Let’s first enter the Twitter campaign source:
We’ll add an Or condition by clicking here:
We’ll then do the same thing, but this time enter the Facebook campaign source:
Finally, the + button you see on the right allows us to add another condition. We’ll click it, create the same condition but this time use the AdWords campaign source:
Next we’ll add a step the funnel. Since most people visiting an ecommerce website visit a product page before adding an item to their cart and purchasing, we’ll add those next two steps:
The final step, Purchased, needs some conditions added to it. We’ll look for the customers that have made a purchase of at least $100.
First we’ll add the step:
Source:: Kiss Metrics Blog