Digital Marketing Pipeline | How to Use
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What is the purpose of this dashboard?
The Digital Marketing Pipeline (Leads) creates a single source of truth for all performances across your marketing channels and connects that performance to the form submissions on your website.
Use this dashboard to accurately measure and optimize form submissions on your website through your marketing channels and campaigns.
Out-of-the-box, this dashboard supports the following:
Business Questions Answered
- What is my cost per lead/form fill?
- Are my overall number of leads/form fills trending upwards?
- What channel/data source/campaign is contributing the most to leads/form fills? (last click attribution)\
- What specific forms on my website are generating the most leads?
- How are marketing channels/campaigns contributing to specific form fills?
- How is my lead/form fills trending over time?
- How much should I budget do I need to achieve a goal of X amount of leads/form fill?
- Based on the budget I have, how many leads/form fills can I expect to generate?
Visualize my entire marketing funnel from the marketing spend I’m incurring, all the way to the amount of website leads I’m generating, and the business value of those leads. I can also see my % difference compared to prior year or period to indicate if my performance is improving or needs to be optimized.
This scorecard also shows you the conversion metrics and how much you’re paying per lead.
See how your different metrics trend over time and if they influence one-another. Choose to see the trends by day, week, month or quarter.
Performance Metrics by
Get a snapshot of how your different channels perform compared to each other all through the marketing funnel. You can filter this table to also see by channel type, source and campaign level. Identify which channels have the highest ROI using last-click attribution.
Website Lead Performance
Using ChannelMix Conversion Tracking (CCT), you can understand how many form submissions (leads) are coming through your website, trended over time. On the right, you can also see what channel is getting credit for that lead, based on last click attribution. You can filter this to also see leads by Campaign, Event Action (GA) and Event Label (GA).
Lead Performance by Channel
If you have more than one form on your website, you can easily see all your forms in this visual and see how each of them performs in regards to what marketing channel drives the most submissions.
Planning & Forecasting Tool
By referencing historical performance, and setting it as a baseline, use this tab to set budget goals and expectations for upcoming marketing. Answer business questions such as, how much budget do I need to achieve a goal of X?
Use the filters at the top of any tab to slice and dice your data by many different attributes and date ranges. Purchasing our tool, Keys, allows you to add even more.