Only when we took an in-depth look at their campaign from click-to-close that we discovered the real problem: they were only closing 1% of their customers. Why? They were paying for the wrong traffic. Sure, they had a great clickthrough and conversion rate, but the people who were clicking and converting really weren’t all that interested in buying. In fact, the majority of their ad spend was driving clicks and conversions that never turned into sales. Was it any wonder that their campaigns weren’t profitable? Simply by adjusting their targeting, we had the opportunity to cut cost-per-sale by over 40% and increase sales by more than 24%.
All we had to do was look at the big whatsapp database picture and use end-to-end tracking to identify misdirected ad spend. Missed Growth Opportunities Even if you feel like your online advertising campaigns are going reasonably well, end-to-end tracking is still important. For example, Disruptive got its start because of end-to-end tracking. Years ago, our CEO, Jake Baadsgaard, was working with one of our first clients. They were in an incredibly competitive industry where the cost-per-click, cost-per-conversion and cost-per-sale had doubled over the past year.
At first, it seemed like there was no way to improve things, but Jake’s original background was in web analytics, so he helped them set up end-to-end tracking in the hopes of finding new opportunities in their data. And what an opportunity he found! Like Christopher Columbus, it took some time, effort and more than a few course corrections, but because they were tracking everything, Jake eventually discovered something unexpected. A huge number of the client’s clicks and conversions were coming from search terms that had little to do with their core offering, but that presented a whole new world of opportunity for the client. And, like the Americas, it was a new world that no one else had really explored yet.