#advices from ๐ฑ
๐ Today I am sharing with you some thoughts about multi-touch attribution by Curtis Howland from Misfit Marketing
Did the customer come from Google or Meta?
Better way to check:
- Pull your post purchase survey responses
- Look at answer: "Where did you first hear about us?"
- Match each answer to the UTM on that same order.
- Create a heatmap grid of where they found you vs UTM codes
What you'll see:
- Post purchase tends to report awareness channels (TikTok, Meta etc)
- UTM tends to report demand capture channels (SEO, Google etc)
- Using this youโll spend less on Google, maybe more on Meta, and more on TikTok.
How you use this data:
โ Use it to know which channels are driving awareness that converts
โ Push into those channels to grow the brand
โ Extrapolate the survey across all new customers and calculate cost per new customer per channel.
Caveats:
โ Make sure you have 30%+ response rate before you analyze
โ Aim for 100+ responses minimum per channel row.
And while you're in there, add some more post purchase questions in:
"Why did you buy today?" = creative strategy
"Anything you almost didn't buy over?" = objection handling
"Any issues with the site?" = CRO roadmap
"Anything you wish we sold?" = product development
๐ Today I am sharing with you some thoughts about multi-touch attribution by Curtis Howland from Misfit Marketing
Did the customer come from Google or Meta?
Better way to check:
- Pull your post purchase survey responses
- Look at answer: "Where did you first hear about us?"
- Match each answer to the UTM on that same order.
- Create a heatmap grid of where they found you vs UTM codes
What you'll see:
- Post purchase tends to report awareness channels (TikTok, Meta etc)
- UTM tends to report demand capture channels (SEO, Google etc)
- Using this youโll spend less on Google, maybe more on Meta, and more on TikTok.
How you use this data:
โ Use it to know which channels are driving awareness that converts
โ Push into those channels to grow the brand
โ Extrapolate the survey across all new customers and calculate cost per new customer per channel.
Caveats:
โ Make sure you have 30%+ response rate before you analyze
โ Aim for 100+ responses minimum per channel row.
And while you're in there, add some more post purchase questions in:
"Why did you buy today?" = creative strategy
"Anything you almost didn't buy over?" = objection handling
"Any issues with the site?" = CRO roadmap
"Anything you wish we sold?" = product development