Acquisition · Digital Advertising
Digital Advertising
Paid Campaigns Across The Major Ad Platforms Drive The Top Of The Funnel. Each Channel Is Tracked On Its Own KPIs.
Google
Cost Per ImpressionCPM
Cost Per ClickCPC
Click-Through RateCTR
Average Order ValueAOV
Return On Ad SpendROAS
YouTube
Cost Per ImpressionCPM
Cost Per ClickCPC
Click-Through RateCTR
Average Order ValueAOV
Return On Ad SpendROAS
Facebook
Cost Per ImpressionCPM
Cost Per ClickCPC
Click-Through RateCTR
Average Order ValueAOV
Return On Ad SpendROAS
Instagram
Cost Per ImpressionCPM
Cost Per ClickCPC
Click-Through RateCTR
Average Order ValueAOV
Return On Ad SpendROAS
TikTok
Cost Per ImpressionCPM
Cost Per ClickCPC
Click-Through RateCTR
Average Order ValueAOV
Return On Ad SpendROAS
Total KPIs Across All Ad Channels
Total Ad Impressions
Including Total Cost Per Impression
Total Clicks
Including Total Cost Per Click
Total CTR
Blended Click-Through Rate
1%
Total Conversions
Of Total Website Traffic
Total AOV
Blended Average Order Value
Total ROAS
Blended Return On Ad Spend
Digital Ad Retargeting
Goes After 3-5% Of Website Traffic
Digital Ad Retargeting
Re-Engages Non-Converting Website Visitors With Paid Ads — The Arrow Circles Back To The Top And Starts Over From Digital Advertising.
Organic Lead Conversions
1% Convert To Lead
Converted To Lead
Visitor Gives Contact Info Directly — Subscribes To The Newsletter, Etc. These Are Organic Lead Conversions.
LeadNet
◆ LeadNet
Captures Website Visitor Data In The Form Of A Lead. This Is Your Never Ending Top Of Funnel Lead Data Pipeline.
Email Sequence 12 Emails
Automated Sequence Drives Engagement For The Low-Hanging Fruit.
Hold-Out / Control Group 10%
A 10% Control Group Receives No Sequence, So True Incremental Lift Can Be Measured.
Engaged Leads
Opened, Clicked, Responded → Pushed Toward Purchase.
→ Converted To Paying Customer
Unengaged Leads
No Engagement Yet → Segmented And Re-Approached.
Segment Data Sets By Lead Quality
Deploy Ad Retargeting · Tracked Via UTM · Circles Back To Top
Conversion
Converted To Paying Customer
Direct Purchasers Plus Nurtured Engaged Leads Become Revenue.
Customer Value
Average Order Value
AOV — Revenue Per Transaction
Customer Life Cycle
How Many Years They Stay
Purchase Volume
How Many Transactions
Customer Lifetime Value
CLV — Total Value Over The Relationship
LeadNet Attribution
LeadNet Driven New Customers
Incremental Customers The Nurture Pipeline Produced
LeadNet Added CLTV
Extra Customer Lifetime Value LeadNet Contributed