Understanding which of your marketing efforts have had the greatest impact on conversion can be a game-changer – but also a challenge. Let Heap help you determine which of your efforts you should double down on, and which you can leave in the dust.
Step 1: Determine which conversion event you would like to analyze
Identify what your conversion event is. Oftentimes a conversion event is a one time event, such as “sign up,” “submit order,” “request a demo,” or “learn more.”
Step 2: Customize your Marketing Channel information
Be sure to customize your Marketing Channel information if you have not done so already! Out of the box Heap offers UTM parameter properties which can get you off to a great start, but for your data to be the most robust, if it best to create your own customized Marketing Channel defined property. This will allow you to see ALL of your marketing efforts rolled up into one, and can be broken out in analysis.
Not sure where to start? Use a Suggested Report!
Creating a defined property requires some time and can be nuanced – making it feel a bit overwhelming. Let our suggested report Which marketing channels are driving my conversions help you define your Marketing Channel (last touch) defined property, and use the suggested report Which marketing channels drive the most traffic for an Initial Marketing Channel (first touch) property!
Speak with your CSM or our Support team if you have any additional questions about creating your own defined property.
Step 3: Analyze your features!
Now it’s time to analyze your marketing content’s impact on your conversion goal. The below reports will cover how to understand general usage of content, AND its impact.
| Query #1 | Get a baseline understanding of of your Conversion event |
|---|---|
| Graph | Count of Conversion Event – Add Graph: Count Unique of Conversion Event |
This report allows you to see the number of times your conversion event has been interacted with compared to the number of people who have interacted with the event.
| Query #2 | Understand which marketing channel leads to your conversion event |
|---|---|
| Graph | Count of Conversion Event – Group By: Marketing Channel |
This report allows you to clearly see the top and bottom performers for the last touch impact on your desired conversion event. Take it to the next level and add time comparisons!
Note: Timing is Everything
Sometimes conversions can be attributed to a multitude of different marketing materials. It’s important to understand when these materials are viewed in the customer journey and appropriately weigh their influence to find the high value pieces of content! We recommend looking at shorter date ranges and comparing time frames.
| Query #3 | Which marketing content has the highest conversion rate |
|---|---|
| Graph | Conversion rate between a generic action like Session or viewing a page and Conversion Event – Group By: Marketing Channel |
This graph will show you the number of unique users who have successfully completed your conversion goal, broken out by marketing channel so you can get a clear idea of where your users are coming from, and which channel leads to the most successful conversion.
| Query #4 | Which content is driving most conversion in the conversion funnel |
|---|---|
| Funnel | Each step leading to Conversion Event – Group By: Marketing Channel |
Here you are able to uncover the success rate of the various marketing efforts as users who come from each channel make their way through your entire conversion funnel. Which marketing channels have the highest abandon rate? Which have the lowest?
| Query #5 | Which content has the highest impact on your conversion event |
|---|---|
| Influence | Conversion Goal: Conversion Event – Touchpoints: Marketing Channel – Lookback window: 14 – 30 days *The lookback window directly relates to exposure to your touchpoint – Model: Linear |
What does this tell you?
This allows you to see what percentage of your conversions were influenced by your touchpoint(s).
Step 4: Interpret your results and take action
Through these reports, you can figure out what content to optimize and where to direct your marketing efforts. Gain insight into what content successful users gravitate towards and focus your marketing efforts on delivering similar content. You can even encourage prospects to convert by gatekeeping high volume resource materials, like blog posts or guides.
Conclusion
Knowing where to invest time and effort on marketing content can often feel like a guessing game, but Heap allows you to make data driven decisions. This series of reports allows you to determine where traffic is coming from, which content has the greatest impact on conversion, and which content you can depreciate.