Best Campaigns

Your advertising platforms may tell you which campaign acquires customers at the best price, but they know nothing about the quality of those customers.

Imagine that campaign A brings you customers for $50 each, and campaign B brings you customers for $60 each. What if we told you that the LTV of campaign A's customers is only $100, while campaign B's is $200. Which campaign would you spend more money on? So stop flying blind; let's take a look at your Best Campaigns.

Definitions

With the help of our Best Campaigns report, you are able to gain exactly these insights. You’ll uncover which marketing campaigns attract the best - instead of the cheapest - customers.
Your UTM campaign tags form the basis for linking the performance of your marketing campaigns with all purchases of your customers. This will allow you to understand your customers’ marketing journey from start to finish.

In addition, don’t forget to connect your advertising platforms with RetentionX to enrich this report with key metrics, such as Ad Spend, Impressions, and Clicks. All metrics or calculations that use this data are marked with the icon of the respective advertising platform.

But before you dive into data analysis, let's ensure that we are on the same page with some definitions. You can evaluate the performance of your campaigns based on the following metrics: 

LTV calculations are based on actuals. For incomplete data sets, you can include our powerful predictions by adding the add-on Forecast Plus to your plan.

Attribution Model

Typically, a user does not convert immediately after just one interaction with your campaigns, but has multiple touch points. For example, a prospect is targeted on Instagram, but clicks on the campaign without placing an order right away. Later, he returns to your store through an e-mail campaign and ultimately makes a purchase. Which marketing channel then gets the credit after the customer converts?

That’s where marketing attribution models comes in. Different attribution models factor in the customer journey's various touch points, so you’ll have an objective view of which marketing channels led to the most conversions.

This functionality is exclusively available for custom integrations and 

• First Click: Conversions are attributed to the first click/campaign that the customer interacted with.
• Last Click: Conversions are attributed to the last click/campaign that the customer interacted with.

Use Cases

When we observe the recent developments around iOS 14, it should be clear that we all must rely more on our own data sovereignty.

With RetentionX you can measure the quality of resulting customers for each campaign by comparing the LTV and CAC of each one. Based on this you can dynamically adjust your budget to the quality of your customers and scale your best campaigns.

Data Needed

• Most important: UTM parameters
  • Marketing Campaign Journey
  • Marketing First Click Date
  • Marketing Last Click Date 
• Customer ID
• Order Number
• Order Date
• VAT
• Discounts
• Shipping Revenue
• Stock Keeping Unit (SKU)
• Items Sold
• Item Price
• Cost of Goods Sold
• Product Returns

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