Reveal Best Practices: Winning at marketing attribution
"Linking marketing spend to revenue is super easy" - said No One Ever.
Attributing marketing effort to leads is hard work (like, really hard). Marketers burn a lot of time and energy merging data from myriad systems just to point out what's working and what isn't, often with weak or mixed results.
Google Analytics can be a magical tool - it tracks exactly how many sessions/users are on your site, which sources drove how much traffic, and even which search terms visitors used to find you. That said, its scope is limited to aggregated, anonymized information and its often hard to take action from this alone.
Winning at marketing attribution
With the Reveal integration, you can now identify visits from specific companies, which source drove them to your site, and which became signups (i.e. actual pipeline and revenue). B2B sales are complex - users rarely follow a linear path from click-to-purchase - Reveal helps marketers get credit where credit is due.
For example, say we want to attribute wins to a recent Facebook Ad campaign. All we'd need to do is create a Segment that isolates traffic from that Source, apply date parameters, and then apply it to our dashboard.
Let's say the below image represents a view of all users - notice that most conversions are for companies in the 11-50 employee range.
Once we apply the new Facebook Ad Segment, however, the conversion rates radically skew towards larger companies! And what's more is that we can even triangulate the exact companies if we compare the list of Companies widget to leads created in my MAP or CRM from those same days/times.
Now when we want to market our new enterprise offering, we know exactly where to invest.
While designing a Segment, you can also add in your new Clearbit Custom Dimensions within the Advanced Conditions & Sequences sections.
The above is an abbreviated example, as you can use Clearbit data within Segments or Dashboard widgets to do more advanced attribution reporting. For example:
- Viewing Pricing page traffic from strategic accounts originally sent to your site by Content
- Determine how many paid accounts were sourced through your blog even without UTM linkages
- Connect actual revenue numbers with traffic by importing CRM/Marketing data into Google Analytics as their own custom dimensions