How to Import Data From Your Marketing Stack

Understanding the behavior and quality of your customers involves comprehending their marketing journey. This helps you identify the channels and campaigns that not only bring you the most, but more importantly, the best customers that drive the highest profits over time. To gain this insight, RetentionX evaluates the effectiveness of your marketing efforts in the following reports:

• Best Channels
• Best Campaigns
• Channel Development
• Campaign Development

Most importantly, these reports are based on your first-party data collected through UTM parameters – so please ensure that the tracking is set up for all your campaigns. In addition, RetentionX offers the option to enhance these and integrate with your marketing platforms Google Analytics 4, Google Ads, Meta, and TikTok. Let's see how it works and why you shouldn't miss it!

What Data is Imported?

Once you integrate your marketing stack with RetentionX, we import additional marketing details from these platforms.

Google Analytics 4

All UTM parameters are automatically imported from your connected eCommerce platform. If this data is not (fully) captured, you can enrich your customer's marketing journey with additional session data from Google Analytics 4. The following data will be imported and added to the journey - no existing data will be overwritten:

• First click of the marketing journey
• Last click of the marketing journey
• Language of the browser
• Device category (e.g. mobile, tablet)
• Device brand (e.g. apple)
• Platform (e.g. app, web)
• Browser (e.g. chrome)
  
  

Google Ads, Meta, and TikTok

Once you connect your Google, Meta, and TikTok ads accounts, we'll import additional data that these platforms track themselves. All imported data will be marked with the appropriate platform icon in front of the metric. The following data will be imported and added to your marketing reports:

• Conversions
• Ad Spend
• Impressions
• Clicks
• Click-Through Rate (CTR)
• Conversion Rate
  
  

What KPIs are Calculated?

Of course, RetentionX not only displays the imported data, but also uses it to calculate additional KPIs. Metrics computed on the basis of imported data are also marked accordingly; these include:

• Attribution Rate
  The attribution rate expresses the share of conversions reported by the marketing platform that is also tracked via UTM parameters. This metric shows how much crossover you have between your first-party and third-party data.
• Customer Acquisition Cost (CAC)
  Customer Acquisition Cost is calculated as Ad Spend / Conversions * New Customer Share and helps you understand how much it costs to acquire a new customer.
• Return on Ad Spend (ROAS)
  The Return on Ad Spend is calculated as LTV / CAC and informs you about the return on each dollar spent on advertising. We also calculate the ROAS after the first 30 days, 90 days, 1 year, 2 years, and 5 years.

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