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Chief
How low in the funnel are you looking? E-commerce campaigns?
E-com good, but only if they are taking that into account when planning the entire funnel. Like to me doesn’t count where they have a eretail team that barely interacts with anyone else and then every one else just focused on awareness without a cohesive whole strategy
Chief
My team is DR focused. Goals are leads or transactions, mapped to revenue. Optimization is to revenue. Reporting is revenue. It's all performance focused and ROI.
Performance is just another overused agency buzzword like integrated but these teams do exist.
Chief
Smaller clients so we predominantly take a bottom up approach to the funnel.
We do do some awareness and where we do we're looking at what audiences we want to increase and why (the strategy) and then measuring increases in brand awareness and engagement, resulting increases in site or store traffic for those audiences, and resulting key actions and revenue lift. We'll also compare against a control group to ensure we're actually driving our audience and not just taking credit for seasonality or something else.
Consideration I bucket under DR so that has the same action goals of purchase, lead, etc. The consideration ads should clearly be driving sales and revenue, so even if some/the bulk of conversion is occuring downstream, I still use conversion metrics as my north star for just how good our ads are at influencing that consideration.
This is the main focus of the agency I work for now. Tracking not just ecomm sales or ecomm leads but connecting all parts of the business back to performance marketing. I say performance because we tie back to business goals, not just ROAS, etc. Growth or efficiency? Both you say? Sounds good.
We want clients that don’t stop there however. How about tying back to margin or LTV and not just the lead or sale? Yes please. If you’re this client I NEED you to be working with us. (You’re so few and far between)
We actually can tie our contracts to performance as well. If we make your piece of the pie bigger from a revenue perspective, let’s both share in the spoils. We’ll bring the ice cream.