When we recently started working with a new client, I was thrilled.
I'm always excited whenever we bring on a new client, but for this particular entrepreneur, I was particularly stoked.
This particular client owns an established brand that does well in real-time on-location sales, but needs help growing their online business with funnels and ads.
I knew we could kill it for them with the ads and email sequences we could implement.
We were right.
We dug into their user generated content, studied their audience, and got their email sequences up and running.
Within 30 days, 30% of their revenue was coming from email.
After we were generating revenue there, we implemented Facebook & Instagram Ads.
We started on a small test budget to gather data and more seed money for the next roun dof ads.
And 5 weeks in, the funnel cracked. I sent a happy message to our client:
For starting from scratch, 3.6 ROAS was pretty exciting.
Not bad for round 1 with a small test spend.
Here's what those numbers looked like...
85 purchases on a $1168 and spend generating $4264.90.
As we began to scale, we have been keeping an eye on their ads and ads manager.
And we started to notice a trend lately across accounts...
We've seen messages about it in chat boards and Facebook Groups.
Some campaigns are pulling in intermittent performance...
It's like there's a sneeze that just happened in the system.
...For our clients, we're used to working with this. We went in and reworked campaigns - erected new funnels, rolled out additional emails, and implemented new strategies (for example, bringing in 750 new leads on a small test budget...)
...But then we began to review the metrics again.
...And we began to see a trend.
We pulled the same report that we had previously pulled for this client - this time, 1 month later.
Note: We had since changed our reporting format / order. So the numbers are shown in different places, but the numbers are also different. Same client. Same time frame. But this time, there was a a discrepancy in the data...
Here we noticed a difference of 15% in revenue that wasn't attributed to our campaigns.
You should always cross-reference your metrics (Google Analytics, Shopify site stats, and email conversion stats in your CRM)...
Old pros know to do this, because the attribution window for Facebook is 28 days - but when clients rely on your recommendations and analytics, this is an important step and second look at the data...
Here's our point: To get better insights, hold in tension the fact that your data is incomplete. Review the data again 30 days later, and cross-reference them with other platforms.
Overall, here's a rough/quick breakdown of discrepancies:
I was very glad that we took note this on a test budget for this client before we started spending a lot more over the next few months...
When the clients are depending upon your projections and your numbers, that's a pretty big deal.
And if you see a dip in performance, it's important to keep the same rule of thumb in mind - There's probably more going on than meets the eye.
So how do you continue to grow when algorithms change, new bidders come on to the scene, ads get more expensive over the holidays and it becomes more difficult to measure?
As we head into the holiday season and BFCM, it's going to be more and more important for you to implement a few key strategies to make sure that you continue to scale profitably, relaibly, and strategically.
Here are a few high-level recommendations:
Our challenge to you:
1: Go and pull out July and August's report from Ads manager.
2: Compare them to the reports that you pulled at the time. Are they the same? Do they differ? What do you conclude? Come back and let us know...
Want to scale over the holidays and need help?
Apply for a strategy session here: www.simplyheavendesign.com/ecommerce
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