Monitoring your paid marketing channels is crucial to understanding what marketing features to invest in and how different groups of users engage with your content.
The influence module in Heap is designed for this. To set up this query, navigate to Analyze > Influence and complete the following steps.
1. Set your Conversion Goal, which is the event that represents conversion for you. For example, this may be an order confirmation for an eCommerce business or the use of a certain feature for SaaS platforms. You can also assign a dollar amount to the conversion goal.
In a Heap example, we’ll use Save Report as our conversion event.
2. Next, add your touchpoints, which correspond to your marketing efforts. For Heap on Heap, we want to see if our onboarding and marketing email efforts have resulted in customers saving reports.
3. Select your lookback window, which is the amount of time that preceded the conversion event, and model, which determines how conversion touchpoints are weighted. In our case, we chose Last Touch because we believe the most recent email is the one that counts most strongly towards conversion.
4. Apply filters and adjust the date range as needed, then run your query. The results will provide you with numbers of conversion and a percentage calculation for each touchpoint.
For a detailed overview of this feature, see Influence.