{"id":17770,"date":"2021-05-27T20:38:09","date_gmt":"2021-05-27T18:38:09","guid":{"rendered":"https:\/\/chartmogul.com\/blog\/?p=17770"},"modified":"2023-08-10T16:36:30","modified_gmt":"2023-08-10T14:36:30","slug":"how-to-analyze-marketing-channels-and-campaigns-in-chartmogul","status":"publish","type":"post","link":"https:\/\/chartmogul.com\/blog\/how-to-analyze-marketing-channels-and-campaigns-in-chartmogul\/","title":{"rendered":"How to Analyze Marketing Channels and Campaigns in ChartMogul"},"content":{"rendered":"\r\n

Do you know what marketing campaigns and channels are generating the majority of your customers & revenue? What about how certain channels compare in terms of ARPU, customer retention & LTV?<\/p>\r\n\r\n\r\n\r\n

If you don\u2019t have the tools to answer these questions, then you could be wasting your marketing budget on campaigns that might drive visits and signups, but don\u2019t convert into customers (or the customers it does generate pay you lower amounts and churn quickly).<\/p>\r\n\r\n\r\n\r\n

Fortunately, there is a solution.<\/p>\r\n\r\n\r\n\r\n

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By capturing marketing channel data and sending it into ChartMogul, you can run reports that show you exactly what channels and campaigns are generating customers & revenue.<\/p>\r\n<\/blockquote>\r\n\r\n\r\n\r\n

Why you need to capture marketing channel data<\/h2>\r\n\r\n\r\n\r\n

Let\u2019s imagine you run a B2B SaaS business and run both Facebook Ads and Google Ads to acquire new customers.\u00a0<\/p>\r\n\r\n\r\n\r\n

If you were just using tools like Google Analytics (which only track visitors to your website), you\u2019d probably get something like this:<\/p>\r\n\r\n\r\n\r\n

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<\/td>Facebook Ads<\/td>Google Ads<\/td><\/tr>
Spend<\/td>$10,000<\/td>$10,0000<\/td><\/tr>
Visitors<\/td>2,000<\/td>1,000<\/td><\/tr>
Goals (Signups)<\/td>200<\/td>100<\/td><\/tr><\/tbody><\/table><\/figure>\n<\/div>\n<\/div>\n<\/div>\r\n<\/div>\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n

If this was all the information you had access to, then it would look like Facebook Ads are outperforming Google Ads as you got 2x more signups for the same budget.<\/p>\r\n\r\n\r\n\r\n

However, imagine if you were tracking these campaigns inside ChartMogul and could see the results of these campaigns in terms of Customers, MRR, ARR, ARPU, etc.<\/p>\r\n\r\n\r\n\r\n

You\u2019d have something like this:<\/p>\r\n\r\n\r\n\r\n

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\u00a0<\/td>\r\nFacebook Ads<\/td>\r\nGoogle Ads<\/td>\r\n<\/tr>\r\n
Spend<\/td>\r\n$10,000<\/td>\r\n$10,0000<\/td>\r\n<\/tr>\r\n
Visitors<\/td>\r\n2,000<\/td>\r\n1,000<\/td>\r\n<\/tr>\r\n
Signups<\/td>\r\n200<\/td>\r\n100<\/td>\r\n<\/tr>\r\n
Customers<\/td>\r\n20<\/td>\r\n50<\/td>\r\n<\/tr>\r\n
ARR<\/td>\r\n$8,000<\/td>\r\n$25,000<\/td>\r\n<\/tr>\r\n
ARPU<\/td>\r\n$400<\/td>\r\n$500<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<\/figure>\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n

When you\u2019re able to analyse campaign effectiveness in terms of number of customers, ARR added & ARPU it\u2019s a different story. In this case, Google Ads is far better because:<\/p>\r\n\r\n\r\n\r\n