Turn GTM Data into Profit | Sales, Marketing, Pricing | B2B & B2C Long Consideration Products/Services
Think #retargeting is boosting your sales by a lot? Recent results show that retargeting is cannibalising direct traffic, raising questions about Multi-Touch Attribution insights. I recently ran an analysis to uncover what drives Direct traffic. For those familiar with website analytics, you know that most of your conversions come from Direct traffic because users tend to make multiple visits before converting. The findings were clear: retargeting campaigns for both Social and Display are cannibalising Direct traffic. This means that many people who return to your website would have done so anyway, without the influence of retargeting ads. This highlights a significant issue with #MTA and channel attribution models. While Multi-Touch Attribution models might show retargeting campaigns as highly effective, a deeper look at the data from a correlation and causality standpoint tells a different story. Real impact = retargeting traffic - cannibalised traffic from Direct, SEO, and Brand Search. Other interesting insight, I found no cannibalisation for Performance Max, in fact a slight contribution for this specific account. My methodology involves running a media mix model using channel impressions and product page visits. I can help you set this up. Follow for more insights. #sales #marketing
GTM strategy & RevOps consultant
4moAgencies will show high "ROI" by targeting people who were going to buy anyway. Most clients intuitively understand this and expect better results from retargeting vs. prospecting. Still, you won't know the incremental impact until you measure it properly! 👏