We'll take you through setting up the marketing funnel successfully (with GA4) for tracking events that lead to effective measurement of marketing ROI. You'll also have a chance to see first-hand best practise case studies of event setups.
"Thanks team! These sessions build confidence and make me feel less overwhelmed. Appreciate (it)." ~ J. Boshoff, Tracker
Hey Ferdie, the session today was fantastic, just the right content to instil "hope" :) by not getting too deep or complicated. Also, highlights the potential that GA4 offers, everyone is scratching the surface. Thanks for the invite." ~ R. Judd, MiWay
"Thanks Ferdie and Team. As always, and as you said, one hour is never enough. Till next month." ~ A. Mills, Southern Sun
"I have thoroughly enjoyed the webinars you have hosted so far, and I keep a keen eye out to register for them each time... these sessions have been so valuable." ~ H. Blaine, Two Three Bird
"The session was incredibly informative and engaging, and I thoroughly enjoyed it. I'm looking forward to applying the insights I've gained." ~ N. Manyathi, Tsogo Sun
With over 10 years experience in B2B & B2C Marketing, Dené works with clients to identify & implement marketing strategies, specifically focussing on the data driven & technology elements.
Sheldon Singh is an experienced digital performance marketing professional and a Google Analytics specialist with a wealth of technical expertise. Sheldon is GMP certified and has a BCOM Honours in Marketing and Psychology from Wits.
View the full video transcript
NJ Webinar | How to measure marketing ROI with online and offline sales (2023-09-14 14:06 GMT+2) - Transcript
This editable transcript was computer generated and might contain errors.
Ferdie Bester: Years, really, a lot of experience work with marketing people and marketing technologies. So she can take the technology and explain it in a way. that's quite use easy to digest and've got Sheldon. That's got 12 years digital experience, and he has been Deep in the Google Analytics for six years and he says Solutions. Architect at Fmb at the moment so he really knows this stuff when it comes to Google Tag manager and he prefers if you just call him and not Sheldon, and the first thing I want to just promote before we start, is we have two upcoming Webinars. So the first one is to upgrade your Google Analytics.
Ferdie Bester: By Honesting, audiences and displayed tactics. So if you have a Google Ads account and you want to take it to the next level 10th of October, we're doing an hour webinar. I'll share the link with you now to go and sign up. And then we have the second one because of turbo is a very busy month. Is we have a second one called Master, Your Sales, Funnel Media, Strategy, and measurement. So this is like, How do you identify the steps in your marketing funnel? How do you do the measurement of it? And very importantly is, how do you Environ media to align it with your marketing funnel. So that's happening on the 26th of October. I will share the links on that now and now it is over to the nine and Sheldon, you present.
Dene Van Deventer: So before we actually start, we just want to do a quick survey. Which is.
Ferdie Bester: yes, let me run the service. that I forgot about that. so, What I would like you to do. is please. SQL Code. Take your phone out. And scan the QR code.
Ferdie Bester: what it should do should open up And ask you some questions. The first is gonna just ask you for your name and then it is going to ask you the following. Let me show you. It is going to ask you, which CRM system do you use? so, Let's have a look and see what's your aim systems? Do the people in the session use. So we have some Piper and Excel people and they love Nothing better than a little bit of excel. And I mix.
Dene Van Deventer: Good old classic.
Ferdie Bester: Yeah, dynamics is leading up Three Salesforce 2.5. 1 5 is very good system.
Ferdie Bester: Microsoft Dynamics, 5.
Ferdie Bester: App Spot is 4 nobody selected. yeah that's interesting. Helps for five. Microsoft, dynamic, 6. Your lots of paper people in the call Love it. there's association. Salesforce is three.
Dene Van Deventer: Is that you though?
Ferdie Bester: It's again.
Ferdie Bester: Anybody else needs to vote. It will give it another five seconds. One. To. Three. Four. Five. Okay. Microsoft Dynamics. Have a couple of corporate clients in here. that's interesting apps but very popular Salesforce 3. It's nothing wrong with Excel. I just want to make that category. Don't feel bad if you don't use Excel Cool next question. what do you track in Google Analytics for
Ferdie Bester: Is it online sales? Is it micro conversions? And you also do offline sales.
Ferdie Bester: Very nice. So micro conversions are like when you download a PDF you click on a very specific link on the website. It's like just before you complete the lead form. So we've got some more online sales there, lots of lead tracking. So this 24 people, That submitted an 18 Jack leads. Most people seems like they're tracking leads. Which is interesting and then two out of the 24 tracks offline sales, So there's a big opportunity to talk about offline sales so you've joined the Webinar. Right, thank I'll stop sharing now and I'll keep it up with you tonight. Thank you for that.
Dene Van Deventer: Cool, thanks everybody. And let me just quickly get my screen on it.
Dene Van Deventer: But we've done the survey. Thank you for that, So we're going to go into how do we define the marketing, funnel, and ROI measurement? And so, I'm gonna say, I want to make it as simple as possible. So I'm going to talk about the front end stuff. And then Sheldon is the technical guys. So he will be talking about the back end stuff. and when we look at marketing funnel and I'm sure that this is the visual that comes to mind for majority of people. So we all away of With the funnel starting at the top, with awareness driving down to the bottom via discovery. then going into a conversion
Dene Van Deventer: So also known as topper funnel, metal funnel, and bottom of funnel. And so we call it at nitro. We say, This is the traditional funnel, everything falls. It's kind of just magically falling down into a conversion which we all know, isn't the case. And so we actually turn it upside down. So you actually need to work quite hard to get to that final conversion. So you're going against gravity and we need to consider the full user journey with micro and micro conversions. So, by understanding the full user journey, you actually accurately calculate your marketing efforts and your ROI. So you will see and we' got I don't know if you'll be able to see my mouse.
Dene Van Deventer: Technical difficult All There we go. Thank you. And can you see my mouse? If I do that. No, I don't think you can Thanks Nadine at the bottom. You'll see is in, Yes. And so we've got four levels and those are the micro conversions and then we work our way to the macro, which is the ultimate conversion and that we're working towards. So, just to put this in a practical and example, and I'm going to show you how it would look from Campbell's point of view. So this is how we like to also visualize and the KPIs from a perspective. So you'll see starting at the bottom we've got the thigh traffic. So looking at
Dene Van Deventer: And sessions of views, engage rates and then also bounce rate. So that is what happens on the site. So all the site traffic, then going into a level app, which shows more consideration, if you can put it like that is the site engagement. So people that download a file or people that goes on to the menu and click inquire, then we know we going a step further. So these real consideration, so people are actually narrowing down into conversion which we then call a micro conversions. So this is really just before the ultimate conversion and that can be anything like a phone, click log in or a subscription. And then at the top where we all wanting to work towards, we've got our ultimate KPI. and for each person for each industry, it might be different and it can be a
Dene Van Deventer: It can be an attendance registration to a webinar, it would be for nitro and anything that you are ultimately working towards for your company. And so here you can see the funnel going up and it's very concentrated and What we are working towards and it is very important. That we actually compare the performance. So we need to know what is working so you can either look at math on months you're on your and any comparison to the same time period for the period that you are reporting on just to know gauge where we are going in terms of performance and also to know what is working and what isn't working.
Dene Van Deventer: So this is very much on the site and that we are looking at and anything you want to add Dave I think I just want to add that the funnel doesn't necessarily have to have less steps as you go up. Can see between the bottom step in the second bottom step. It's only two for site engagement. Yeah. So it's not necessarily a funnel in terms of building blocks but it's just a visualization to know that there's a step in between that you do need to get through. All right.
Dene Van Deventer: just going into The stuff that happens before a lead or a sale. So fancy name micro conversions. And how do we determine? What is a marker conversion on your site? so,
Dene Van Deventer: We need to apply our logic. it's easy. We can all do it. It's literally, just a sitting down having a bit of focus on apply or logic. Don't overthink it. You sit and you follow the user journey as you would put yourself in your customers shoe, and I'll go through an example after this. And then you document the user interactions. And so each site and each client's website is obviously different and unique and bet you are the person that understands your website and your product, the best. So they might be a few journeys and it might be simple, it might be complicated but it is very logic. And shapes. She follow you just put yourself into your client shoes.
Dene Van Deventer: It's really what do users do in the buying cycle before they convert? And I used a curo just as a show and tell I'm sure we all familiar was the school. So they've got quite a few schools over southern Africa. And this is what the website looks like. And if we look at, if we think about conversions, we automatically go. It's a contact me or the apply that is seen as the Mac macro conversion, that's what we're working towards. And we need to know what happens before the macro conversion. And that is known as the micro.
Dene Van Deventer: As mentioned previously, they are a few signals and we call it soft buying signals that you need to take into consideration before people reach that macro conversion. For the purposes of this exercise. I'm going to use Finder School as a micro conversion. S.
Dene Van Deventer: I am find a school. I'm going to follow the user journey and I get to this bar and I can either do a quick search or a I click on manual, search it takes me to various school options that are close by. I look at building blocks, pre primary school and I want to learn more. So I click on that and then I'm interested. So I'm gonna either click on Call me or Apply now and that is the macro conversion, but that is the whole user journey that we following. And that is giving us the soft buying signals. So what's a user does when they Is it me? And that is essentially the micro conversions. so,
Dene Van Deventer: To put that into the buying cycle, into the upside down funnel. We visualized it so that you can see the full picture. So, going from off-site back on site and we're starting at the bottom, So I need to enroll my kid to a school and I see ads on Google ads, so maybe some display ads. I see nice ads on meters, or be it Facebook or Instagram, and then I'm like, Going into the consideration phase O. Looks interesting. So I go and search for it.
Dene Van Deventer: Click on it. I'm Wanna know more go on to a quick tour go. Now they've got my attention and I'm cool. But which one would be best suited. So I go and find a school and I'm like, okay, lacquer, this is where I want to go. And I say, either contact me or apply now and that's the macro conversion. So again leading up it's a lot of steps. And again, each company is different. Each one's got their unique user journey and that your clients will follow. but this is really just To give you an example. it's really, actually quite simple. If you just put it into your users perspective,
Dene Van Deventer: so that is just using cure as an example for the buying cycle. Seeing How do you plot it, How do you make very? maybe I'm explaining this to good or maybe too complicated. The way, I don't know, guys feels a bit like a monologue. Yeah, I'm listening to you.
Ferdie Bester: Keep going? No, this is a.
Dene Van Deventer: Okay.
Ferdie Bester: I think what's what we trying to communicate is a lot of clients that we've noticed is they don't get leads and they don't get sales and they're like, I don't understand why not what's happening and this is the window and this is the process you have to follow to sort of see what's breaking in the process.
Dene Van Deventer: Yes.
Ferdie Bester: So that's what we've seen with alkaline. Nice thing is you can track it so you can actually start seeing, I'm not getting Lead to sales but actually people are taking a quick to and maybe that functionality is great or maybe it's not great. So then where it sort of breaks down.
Dene Van Deventer: Thanks And yeah it's Sam and that's also where the comparison on the previous periods. Comes in quite handy. So you need to know Why is it down 20% are they? There's a problem. It's maybe needs to doubt that diver but deeper do a bit of trouble shooting or, maybe it's doing incredibly well. So, we know Okay, this area is working. we don't need to focus on it and it's really just to drill down to make it easier for you to understand the determine when you need to focus. your efforts. And I think the biggest part of this. So, firstly understanding the buying cycle, the micro conversions. But then it doesn't mean anything if you're not tracking it, right? So we need to know the data behind us.
Dene Van Deventer: That's where the specialist. Mr. And Atletics Mr. Panda comes in.
Ferdie Bester: So Ben Bender before you start, is there any questions that anybody's welcome to unmute or type in a question, It's important to understand the academics and the value of this before we're going to the technical stuff. Now it's very important that we just pause here to make sure everybody's cool. So give me a thumbs up if you want children to continue all to stop and ask a
Dene Van Deventer: I like it.
Ferdie Bester: Got one question. You can welcome to.
Dene Van Deventer: fatty you muted.
Ferdie Bester: You walk. So somebody is right stand to ask a question. You're welcome to Unmutions is also question.
Dene Van Deventer: I think it maybe was just an error, maybe they just went
Dene Van Deventer: Okay, So we've covered the fronting part. Now, we're going into the back end. Go. I love it. Thank you So today, we obviously need to be able to track her in our interaction. So we are going to focus on ga4, Everybody is interested in, So let's talk about it. Therefore, types of events in Ga4, There's automatically collected events, which are your default ones. There's enhanced measurement, which is a feature that allows you to use, Ga4, without making encoded, I've got examples for all of these without making any coaches, There's recommended events. So, Google's giving you the best practices and we've got those for you, and then custom events, which I think a lot of people I understand. So, you automatically collect events by default events that are sent to Ga4 when you, install your tracking code in your app or when you insert your tracking code in your website on your website.
Dene Van Deventer: These include first open. So specifically for apps. That's the first time. A user opens your app first visit. So if you use a visit's website for the first time, you get a specific event for that, there's a Page View event. So that one's got a little asterisk next to it, just because it can be tracked, depending on what you need. So, it's got a little note. There Screen view is for app. So, every time I page loads in your app session, start is for both. So the first time or when a user starts interacting with your platform you'll get a session start and then using engagement is a generic event that Google's given you for free. That gives you some information they still building it out but it is day it doesn't cost you anything to use what you have but it's just there.
Dene Van Deventer: Then enhance measurements. So these events that you can switch on and off without making any cone changes. It's really really interesting that Google gave this facility on the tracking code, which is really nice. So you can track page views, scroll. So if you want to know how far users scroll on your website, if they're going to the bottom, how far down, you get a specific event for that if there's an outbound a click that leads away from your domain, it's triggered and it triggers an outbound click side search. So, if going back to the Cure example, you can then track what words users are typing in the search bar with Ga4. So an example, if you searching for Randburg or if you searching for JOBURG Metran, whatever that is, you can get a report in Ga4 that then allows you to see what uses searching for to give better responses to them in this video engagement. So, this one has a little ethics next week, but I didn't put it, it's mainly for YouTube videos that I embedded. So it'll give you a report on when report
Dene Van Deventer: When a video is started progress through your percentages and then when a video is complete file downloads. So if you have PDF so if you have brochures on your website Google will allow you to automatically collect that information based on the fact that it's a PDF file. For example, then there's start in form submit. So, knowing the difference between that's actually very important to know how many people stop the form and how many people actually complete perform. It's two different events that You need to know. So I think just on that one specifically and the importance to know what's between form start and Submit is If you see there's a lot of drop-off, there's something that you might need to investigate or maybe make it a bit more user friendly or there's something that you need to travel should Bryce.
Bryce Venter: Sorry, I just wanted to ask when we were on the first page, there was that first click right for the first time that someone had come on a website. So with that, will Google Analytics filter out, that this whole journey was an initial journey for this person and will it put that in their own category. So that when we go look back, we can see that these are all the new users. And this was their typical journey first time on the side
Dene Van Deventer: So it would be a segment in your report where your user has their first visit or their first open. So yeah you can filter it based on that. It's actually what the term you used of new users. That's exactly what Google uses to determine a new user in a session.
Dene Van Deventer: cool. Okay.
Dene Van Deventer: These are events that Google recommends, everyone should consider using, It's also a nice starting point for mining. What could be your micro when your macro conversion? So add impression is specifically for publishers. So if you have inventory on your site, you can trigger an event to track that in Ga4, earn virtual currency. That's very specific to gaming apps. They generally lead. So this one, I think we've highlighted to the ones we think are super important for you to consider. So generally it lead is if a person fills out the form and wants to be called back, there's login. So if your site allows functionality for login process, it's very important to know how many people I actually using it. And the reason for that is a practical example is, if you can segment your audience or your users into users who've logged in, you probably means they existing customers. So you can probably stop advertising your awareness to them, but rather do consideration or lower.
Dene Van Deventer: Or upper funnel marketing towards them then purchase same logic. So if you want to know what channels are bringing valuable traffic to your site, using something like a purchase event is really useful and then sign up as well. So if you offer a newsletter or another soft conversion point that really useful, You to consider. And we've also got a list yet, if you have sales, or if you offer ecommerce functionality, these events should look very familiar, you Chantel.
Chantel Esau: Sorry I was talking to MIDI and what's the difference between the search on the automatically collected events?
Dene Van Deventer: What?
Chantel Esau: And then the one that you had now on recommended events because one I think was side search and other one was search.
Dene Van Deventer: So it's actually up to you. So the site searchable is specifically for site search,…
Chantel Esau: Okay.
Dene Van Deventer: which allows Where you'd filter the content of your own website. You could also have searched where you could search between sizes or different elements of product. if you wanted a blue one, versus the red one and someone gets search for that.
Chantel Esau: Okay, so this could be a more specific search. Okay.
Dene Van Deventer: It's a good question. That's a very good question.
Dene Van Deventer: you've got your events for sales, and you've also got your events for games. So if they are any game developers on here, these are probably the events you want to use the main one. You'll see that across for both these purchase because obviously you do want to attack that. That's a macro event either way. Then we've got custom events. So these are events specifically for your business and they can be as granular as you want. I've got the example here for sign up for newsletter versus signing up for weekly special. So let's say were You offered specific sales on a weekly basis and then you had a monthly newsletter, you could trigger the difference between which one uses I'm more interested in. And then track that there's view of brochure downloading a brochure, someone who's watched three videos. So this is a very specific one that I've actually
Dene Van Deventer: In quite often is one video. Watched is cool, but having multiple videos consumed is actually more valuable to you. So having data is an explicit event makes your audience building a lot easier. They're submitted a quote, and upload a document. So I literally put because in this day and age, where we don't need to go to a bank or you don't need to go get certified or your FICA documents need to be having an uploaded documents events actually very useful to know that a person started an application and then didn't get to the end, but they didn't do the uploaded documents event might be something's wrong with So that you can see is a very specific example, but it is very specific to that business and will add a lot of value.
Dene Van Deventer: And then this is just me, putting a little bit of disclaimers on things. You can have up to 500, uniquely named app events per day. So, what that means is, If you have an app and you're tracking every single interaction, you can only have 500. You need ones per day, it's just there so that you don't have a high cardinality in your reports. What that means is that if you go and you pull, Of events. You want to have it as? Broad, but as specific as possible, which I realized, that is a very strange thing to say, but you do want to have him grouped together, so that you don't have to go at a very granular, level, to choose your events for your reporting and then every event name needs to have a 40 character limit. it's a back-end limitation. They don't allow for events to have
Dene Van Deventer: more than 40 characters and then 25 parameters allowed. So that is any information. You want to add on to your event to make it more specific to you. You're allowed to have 25 different custom, parameters added on.
Dene Van Deventer: And if you want to know and hopefully here more about this, we have a workshop specifically for how to set up events and conversions. We'll be talking about what Gtm and using best practice helping, you get it right? And then how to report and activate that data in GA430, you want to add anything on top of that.
Ferdie Bester: So just on the workshop. it's limited to ten people, so it's not a webinar where everybody mutes, this is a workshop, it's limited to 10 people, you dial in we go and set it up so we're gonna show you how to actually set up gtm and the events and the conversion. So if you like this section and you go I'm lost join this workshop. So just click on the link in the chat box and so late, the one and sing Seen it any questions around this before we move on to Makes the next section.
Ferdie Bester: Okay, just do a thumbs up, Emoji, if you still with us, in terms of the May and show them, so we own 35 minutes past. So I think just
Dene Van Deventer: So, speed it up.
Dene Van Deventer: That's the time, Jake. I can't go. Thanks, Cool.
Dene Van Deventer: guys, I we actually going to measure ROI. So, first section will be on online and then we're going to go into offline which is a bit more complicated. And so if you do have any questions and just raise your hand and Sheldon will also do a few examples And we will just cover on how we can use the data. And so into the online ROI. I think we also, hopefully all familiar with the calculation on ROI and
Dene Van Deventer: Sheldon, put a nice little explanation there. So looking at your return and you subtract your investments. So the revenue or the sales that you made and you take minors, the media, or the marketing spend, or whatever the case may, be that you put behind it, divided by your investment in your times by a hundred. And that's basically the ROI that you get. And so we wanted to be higher. Yes, a positive. Hopefully
Dene Van Deventer: and So Sheldon is going to go into how we're going to do the online via Ga4 So we just spoke about checking events and tracking conversions. So you obviously need to choose the ones that the most valuable to you. you can track and assign values to all of them. But just choose the ones that are the most important to get started. With once you have that, you need to assign a value. So you can be your actual sales value, it can be an average sale value, you can even be a placeholder The objective and the reason for assigning a value is so that you can compare them to other events. That is the main reason. If you don't have your actual sales value, right now, that's fine. You can start with something as simple as a one in the two. And I've got the examples there. Once you have a value assigned to it, you can quantify whether it's worth it or not. And that's where your ROI reporting comes in.
Dene Van Deventer: So like I said, assigning values, If you have sales, you can use your commerce value. That'll be the perfect one to use. It's the exact value that you're getting from your investment. You can also do value from an order. So if you have the quantity and the price, it doesn't need to be any Implement It can literally be, I mean, we've got people using Still the one paper and pencil, good, your quantity and That's all you need. You can also use it for specific product value. So if you have 10 products, for example, in each of them have a different price, we can show you how to use a lookup table in Gtm to send that specific value. When that's specific product is sold. Or if someone requests a quote on a specific product, We can help you with that. There's also estimated value. So this one is really fun to do is if your average sale value is a thousand rand and you need five codes to get one sale, it means your quote event is actually worth 200.
Dene Van Deventer: that is simple maths, but it's actually super powerful. Knowing if you get 10 10, quote events, you probably gonna have two sales. that's literally what's going to happen then, there's a relative placeholder value, this one is a little bit more subjective. You can have one conversion event which is worth more than another. So for example, call me back could be what ten while and use that. completely up to you. If you have these metrics, that's really cool and you can assign them as you need. It's just to quantify an event. that's all this is trying to do. And then just a note, when doing something I got caught out with at the beginning of ga4, it needs to be added as a metric, not a custom dimension, that's just for free.
Dene Van Deventer: Okay, So in ga4, there's something called the Explore section which is where you build majority are very ports now and there's a report for revenue so you can add your source, you can't see a mouse, you have your column one which is your source, and your medium, so where your traffic is coming from if you have campaigns, You can have that as well and then in ga4, by default, we using the purchase or the revenue number. So from each of those channels. So line two is Google, organic 36,000 came from that one line. Five is There's a specific campaign named there that generated 2500 dollars, worth of revenue. This is out of the Google Merchant store. we happy to share these numbers.
Dene Van Deventer: And if you are using Google ads, there is a native integration. I'm sure you guys have linked your Google ads to your ga4 Already. You can then see your Google ad campaign against what revenues being generated. Once you have this value, Just to reiterate. We are using total revenue, but if you are assigning a metric or placeholder you can then swap out that value into this report, which will then allow you to see your Google ads cost against that metric of whatever you decided to use.
Dene Van Deventer: Then understanding your custom investment so it's easy to Google Ads cost Us X amount because you can see that number something to also include is if you have a referral program or an affiliate network, that's sending traffic to your site. There is a cost to that. You can also include that in this calculation. In addition, your emails so if you are sending out a newsletter you can take into account. much the content for that email cost how much the platform costs you all of that can be a monthly cost that you can still then show ROI again which is really powerful. If you're trying to get more budget for more content or for a better email system, I don't know and to understand the performance of the channel. Yeah.
Dene Van Deventer: Okay, top tips for online only, so if you are sending traffic from various sources, make sure that if it's not Google ads, you should be using some sort of utm tracking. What that is is source medium campaign, you specify the value so that when the traffic hits your website or your app, it's actually mainly for your website, you can then see where it came from. A very big thing with doing this is doing the 80/20 euro. You people are super you don't need to do everything all at once but do majority of what you want to track and then Start some way. any questions so far?
Dene Van Deventer: If I,
Ferdie Bester: And on. So in terms of you mentioned the value earlier. So a lot of some people use lead scoring because you don't get the sale online but you would you like just to sign a lead score? So that's usually 20 or 40, or 60. So if somebody clicks on this thing the lead score is Then if something somebody subscribes his newsletter it's worth 30 and if they completely form it's worth a hundred. Is that sort of what you mean by that?
Dene Van Deventer: A hundred percent So the nice thing about sending the value of assigning, a value to an event is that you can also use it to build audiences. So let's say you've got ferdie's Using the example, they click a certain, but no, they fill out a form. You can advertise to those users who've reached a certain score. So maybe they filled out. They've downloaded two, pdfs and watch one video, and that score brings them to 20. You could then target users who've got a score of 20, that's also something you can do and that's really super powerful.
Ferdie Bester: So going back to the cura thing is. So if somebody goes browse school,
Dene Van Deventer: But even a step further is you add that parameter saying which school it is that they looked at and then you hit them with an ad relevant to that school that they were looking at. And so that it is relevant advertising.
Ferdie Bester: Okay, okay.
Chantel Esau: Okay, I don't know. This is more like a ads question. Then the Google Analytics one, but we have It's not a cheap product but I mean, it's not like a school that registration and we did some testing with Google ads and Facebook ads. And for us we found out the I say cheaper products because it's between 80 to a thousand but we found Philip conversions in terms of people actually making sales versus the Google
Chantel Esau: It's also like how because there's so many various touch points online, How do you actually find out? Is it because, people sort on Google ads but then the conversion actually happened on social media so it's not a city that Google Ads is not working for you. It's just a different point in the user journey. How do you take the complete user journey to really get valuable insights and Google edges not working. It's just put more media behind social
Dene Van Deventer: yeah, you're asking the base questions and so It's a question of attribution, so we cannot look at channel in Silo. And they each have an effect, and it's like a domino effect but also not interplay. It's interplay, they're all connected, but we don't always see that connection and It's a question of having that attribution to your channels and having all the data in play and connected, and actually going to touch on that attribution now almost. And so,…
Chantel Esau: Okay.
Dene Van Deventer: Fleet that answers your question. That Chantel will take that into consideration when we're going through that slides now but great Chantel.
Chantel Esau: Okay.
Dene Van Deventer: You're not the only one of this problem. Yeah, It's universal thing.
Chantel Esau: Thank you.
Dene Van Deventer: Okay, Okay, any other questions online? So we've spoken about valuing engagement. So, the big part that changes here between online and offline is for an offline event, you need something linked to the user or to a campaign. So what that means is, you need to know when the sale happens offline or when your conversion happens offline, he needs to either be linked to something that came from online, beat the campaign be the users cookie be the user ID. If you have that set up, and once you have that linked you can then assign the value in your spreadsheet. I mean, this is the easy example, it can be done offline in a spreadsheet, the process and show now is actually done by A spreadsheet. And once you do that you just upload it into ga4, Google's made this a lot easier. Thankfully, it's a super powerful.
Dene Van Deventer: Function that once you know how to do it and if it's regularly done, we'll add a lot more value to your reports. So what the function is it's data, import Term is used in Ga3. It's now a bigger part in Ga4, you can upload user data and offline events. So the cost data, I'm just going to touch on because it's actually really interesting that third party non-google, ie Meta. So Facebook and Instagram, you can upload how much you spend on those channels on that platform into Ga4. And then amazing part about that is
Dene Van Deventer: to basically Chantel's question is that if you spending on another channel, you need to include it in your ROI. You can't just exclude it from any of your reports. The really interesting part is that you can do it by day. So if on a specific day, you spent a lot of money on a specific campaign. you had a launch or something, you could then input that specific data point into ga4, and it'll link it to all the conversions that may have come from it.
Dene Van Deventer: The example for cost data is You need a campaign IDs. Like I said you need some sort of identifier, you need the source. So whether it was Facebook or Twitter the medium the date, s, how many clicks and how much cost or what you spend was and you need to do this via spreadsheets. there's a place for spreadsheets. There's a place with spreadsheets and once you upload it, it literally takes about 24 to 48 hours, depending on how much data is going through your account, and then this will start appearing next to your campaign data in traffic. so, you'll then be able to say on a certain day, we spend X amount on Facebook and we got from X amount of users and sessions on the website. Then offline sales. So this one is a little bit more complicated. It's also the reason why I have a job is
Dene Van Deventer: You then need to link some sort of cookie ID or user ID to the sale. So not with personal and I like pii. Yeah, nope. Yeah. I identifiable information. Yeah, we are puppy safe company. So what you need to do is upload a spreading. You can see this example, it's a lot more extensive yet at the bottom, but basically you tell Ga4 a purchase occurred. From this user on the state, that's all you need to do with the value. And once you have all of those things you can see, there's a couple parameters that's listed there. But essentially, you can create a fake event that you tell Ga4. This event is essentially a conversion that happened outside of your view. This is what happened. This is who did it and I want to track it against
Dene Van Deventer: The data I have already an important part is that it needs to be done within 72 hours of an event. So what that means is if you do regular uploads, you shouldn't have this problem. But if you do a batch upload once a month, you'll then see a spike. Once a month on the day that you did That all your sales happen. Okay, Daily is Okay, so just on the daily. Sorry and just thinking of this now. So, why we're saying daily is ideal because then, if you have that information in your analytics platform and you can actually use that for row as budding in media platform for activation. So if you only do it once a month, then it's gonna skew the data. Then it looks like one day mass of sales and the other day did nothing. So it makes it actually usable in terms of activating your data in the media platforms. Okay, cool.
Dene Van Deventer: Guy, which brings us to the next one. And so just checking time, we've got nine minutes left. Low. And I'm not going to spend too much time on this because I want to leave some time for questions, but now that we know all of this. So what is the marketing funnel look like? How do we calculate How do we calculate offline Roi? imagine we've got everything set up in an ideal world. And even if we just start small, what do we do with the data? How do we know if we're performing? So we need to benchmark and how we do that, is you look at your own data. You need to make sure that you collect your data, you're collecting your micro and your micro conversions. So you've got that full picture of the user journey. You need to report on it, visualize it and keep it simple.
Dene Van Deventer: and then also very important when you analyze it. So you keep on monitoring the performance but you need to compare the data. So Data than the previous period. Are we doing worse? Is this something like a red flag popping app which will bring you into the activation of the data? So you need to put that into your strategy and improve. So the data will tell you where you need to focus your efforts. So if you see in the funnel, there's a massive red flag. It be, I don't know. A website issue, they might be a UX issue. I don't know what Device issues. compatibility speed. there's lots of things that you can consider, but your data will bring this up and show you where you need to investigate.
Dene Van Deventer: Does that make sense?
Dene Van Deventer: okay,
Ferdie Bester: So I just want to clarify the active denied activation of data, that's a fancy word for saying use the data because it's one thing collecting it but it's a completely different thing to use it and that's where the activating comes into play.
Dene Van Deventer: And we haven't really and parking. I mean the focus area for this piece today wasn't necessarily around activation, but I think it's very important for us to just Emphasize the fact that it should not be discounted. The activation of your data is where the golden strategy way that magic lies. So if you've got all the data and what is working, what isn't working and you activate accordingly, you're going to minimize media wastage. You are going to have relevant targeting to relevant clients at the right time and it's just going to be so much more effective with your data and within the business as well, driving those ultimate. holes and objectives because I mean, data doesn't lie,
Dene Van Deventer: So, we need to make sure that we are using it in a clever way. Also if you did all this work before you don't use it then you just waste it all your time. Yeah, that's true.
Dene Van Deventer: So what this is, this is a channel report in ga4. It is literally a default report that shows you, if you've got your conversion, set up, if you've got your ads costs or your linked Google ads, and if you are using a cost import, you can then get that second column that says Add cost. You'll then show you your cost per conversion. If you have your revenue or your metric for measuring, the value of your events, you can then get a return on ad spend. This is a report, which I think if everybody showed this to whoever was signing of budget, you could then prove the value of that channel to Chantel's point. There is another section which I wish we had added on Here. Is this model comparison? if you look on the left side, that shows your data driven attribution. We'll add the slide in to the deck before we share it. But basically what that'll do, it'll show you the different channels and how they influence your conversion. the likelihood that a conversion will take.
Dene Van Deventer: As well as if there is revenue or cost associated how that is impacted by those different channels. So an example of that would be if a user clicked, a Facebook ad, they came from social, and then did a search and then converted technically. Both of those should get 50% of the credit. That's what it can show you. That's a really easy stupid example but that's what this sort of reporting can show you the biggest part and just going back to the top tip. Making sure that everything is utm tagged or tag correctly, will make this possible. If you are putting poor or low quality data into ga4, you're not going to get the results you want. Yeah.
Dene Van Deventer: Which brings us to the next workshop, and we know, I mean It's one thing saying it's another thing actually implementing it and having the data accurate in your platforms. and so we're going to be offering Another workshop. Sadly just posted the link in the chat so how to use online and offline data for attribution? and Sheldon mentioned using that's unique linking key and to integrate your sales or your CRM data importing the offline data which can be quite tricky and then reporting on attribution and then using the attribution insights. and again limited to 10 people and so if you are interested, follow the link. Click on that and then hopefully we see you there next week.
Ferdie Bester: Cool. Thank you,…
Dene Van Deventer: Maybe.
Ferdie Bester: You've done it on time and impressed all done.
Ferdie Bester: Any questions?
Dene Van Deventer: All right, have any questions?
Ferdie Bester: You're welcome to Unmute now.
Dene Van Deventer: Before guys. Go go and what,'s Everyone. I
Ferdie Bester: San any questions right now?
Dene Van Deventer: it's
Ferdie Bester: Any any questions?
Dene Van Deventer: and I like it. Nice.
Ferdie Bester: Ky Kyle, Questions Megan Questions. Patrick, Any questions?
Dene Van Deventer: Thanks everyone.
Ferdie Bester: All do try. Tracy, any questions?
Ferdie Bester: No.
Dene Van Deventer: you on Monday, Tracy.
Dene Van Deventer: Thank you for letting us use your.
Dene Van Deventer: And we'll see the deck and…
Ferdie Bester: Yes.
Dene Van Deventer: the recording. And if I the email probably soon next week,
Dene Van Deventer: Cool.
Ferdie Bester: Ben gave three thumbs up. So I don't know what that means. Is that rock, paper, scissors!
Dene Van Deventer: It's really, I'm also giving thumbs up. but,
Ben Naidoo: That means it's super job guys. While that
Ferdie Bester: It's a super job.
Ferdie Bester: Nice.
Dene Van Deventer: Cool.
Ferdie Bester: All right, I think we can just Say boy to Bye everybody. there's,
Dene Van Deventer: Hello.
Tracy-Lee Campbell: Thank you.
Sep 14, 2023
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