AnalyticsMarketing
Conversion source tracking for a market intelligence provider
Offerland is a Vancuver-based real estate analytics platform that leverages artificial intelligence and a variety of data sources to provide comprehensive insights into property markets. It aims to empower users with advanced tools for better decision-making in real estate investments and transactions.
About the project
Accurate data analysis is crucial for marketing success. Our client aimed to de-anonymise website visitors, extract firmographic data, and link CRM deals with PPC data to identify the most profitable keywords, campaigns, and landing pages.
Project Snapshot
Visitors' company reveal
CRM data enrichments
Bespoke attribution
Our Partnership with Republic Marketing really paid off. We landed bigger deals and grow the company
Kaine Shutler
Managing Director, Plume
Some of the challenges we've dealt with
Identifying anonymous users
In B2B marketing, identifying who visits your site is crucial. However, until a user takes action, it's impossible to know their identity, employer, or the pages they’ve visited. This ambiguity can hinder your marketing efforts and ROI tracking.
Google Ads source tracking
Google Ads can reveal which keywords have converted but often falls short in providing deeper insights into connecting your deals with specific campaigns and keywords. This lack of visibility makes it challenging to understand which campaigns and landing pages are truly performing well.
Enriching missing data
Balancing the need for detailed prospect information with the risk of lowering conversion rates due to lengthy forms is a common struggle. Asking too many questions can deter users, but insufficient data hampers effective follow-up and lead nurturing.
What we did
Company visitor report
We implemented a company tracking script that identifies visitors' companies using their IP addresses. This method provides accurate data without requiring users to fill out forms. The report includes industry information, page paths, visit times, and even purchase intent, offering a comprehensive view of your site visitors.
Connecting deals with keywords
Many CRMs lack the ability to track lead origins accurately. We solved this by implementing a first-touchpoint cookie that records crucial data such as the user's source, medium, and keyword. This data integrates seamlessly into your CRM, allowing you to generate detailed reports on Google Ads metrics directly within your CRM system. This approach shifts the focus from superficial metrics to closed deals, enabling more informed ad optimisation decisions.
The results
- Enhanced campaign tracking
Linking Google Ads data with CRM insights shows which campaigns and keywords drive revenue. This integration helps you allocate your budget effectively and optimise based on real outcomes.
- Improved lead quality
Reducing form fields and enriching data ensures you get necessary information without lowering conversion rates. This balance leads to higher-quality leads and better follow-up.
- Comprehensive insights
Combining web analytics, ad metrics, and CRM data gives a complete view of your marketing performance. This approach empowers data-driven decisions, enhancing effectiveness and ROI.
