How (and Why) to Combine Marketing Reports with Sales Data

Are your leads pacing to hit your number this month? Are you advertising enough—or too much—to make your goal? Success means sales, and your reporting should reflect that. Measure the success of your marketing campaigns by conversions, not just clicks. With user-level tracking, you can gain industry-leading insights by recording lead activity all the way from a customer’s first online interaction to the final sale. 

If you’re relying on standard marketing key performance indicators (KPIs), your data is probably focused on the number of leads, but missing insight into the quality of each lead and whether or not each one can be attributed to your marketing budget. Combining your marketing reports and sales data will provide a much clearer picture of how your marketing efforts are impacting sales. 

At Adpearance, we use a combination of Foureyes and advertising platform data to track the exact number of unique prospects that demonstrate buying intent and the number of leads that result in a sale. This combination of aggregate and user-level data provides the businesses we partner with:

More Valuable Conversions

By utilizing sales reporting that goes from initial interaction to final sale, you can define a conversion as an actual sale, a more useful figure than the number of people who simply called, chatted, or submitted a form to your business. The more functional definition of a conversion lends itself to a more functional cost-per-conversion, enabling businesses to accurately break down the marketing costs per sale. Likewise, a conversion rate that represents the true number of sales is a better indicator of whether or not your digital marketing and website are successful, bringing high-quality traffic to your site and converting them into ready-to-buy leads.

Higher Quality Leads

The success of your lead generation channels should be tied to reporting on true sales leads. To ensure accurate attribution data, leverage user-level tracking to understand the kind of leads your campaigns are generating, determine how many are qualified leads, and how many paid prospects result in a sale. This way, you can quantify the value of each marketing channel and make more informed sales and marketing decisions. With the right tools and reporting, you can track leads through the buying journey, enabling clear attribution and better results. 

Adpearance has worked for years to establish its own benchmarks for tracking standards and can work with your business to establish tiers of KPIs that enable you to run the most competitive digital advertising campaigns. Reach out for a free digital analysis to start the process of selecting the KPIs that best fit your business.