Part 16: Tracking Quality of Audience

The success or failure of any ecommerce brand has nothing to do with KPIs and everything to do with the Quality of Audience that your content and marketing activities drive.

Marketing changes only serve to increase the performance of an existing quality audience that is currently in the market to make a purchase.

For most people you would view all signups as being the same, but by asking one question we find that people that were more in the market to purchase converted at a greater rate than those who’s timeframe was longer.

So it would follow that we would want to ensure that our paid media efforts are bringing in an audience that is in a buying mode rather than a “In a few weeks” mode.

From our responses we also found that we would ideally like our ads to be driving traffic that matches data patterns that are more likely to convert than not. We can do this by making creative with those messages so we attract the audience that is more likely to convert.

BUT we also want to make sure that traffic from those campaigns, ad sets, and ads match with the content we’re providing.

This is what makes up a quality of audience relevant to driving revenue.

Let’s use an example of this via Formtoro’s Facebook integration:

Navigate to the UTM Breakdown Tab in the left menu

Unlike other platforms Formtoro only cares about 1st touch attribution, so by default all of our numbers will be underreporting.

Here’s the first step in understanding what kind of traffic that Facebook is sending us, have they purchased from us before, at least the 40% or so that interact with this form. This is good, 86.6% haven’t, good job Facebook, our exclusions are working.

Our traffic has a similar breakdown as well, we get nearly all our new traffic from Facebook Ads so this mapping makes sense for us.

As a reminder here are our global values for TODAY

Here’s how they compare to the Facebook Traffic

With Facebook it really is all or nothing, though the breakdowns are similar, if people aren’t in the market or not in the market today, they convert at a lower rate.

This is why it’s so important to have ads with messaging that hit on and highlight all the things that people tell you matter to them in the product.

When we combine the efforts of personas from the previous AI assisted angles we should see corresponding data patterns from subscribers relative to the messaging that we are using in the ads.

We're doing a quick comparison to see if the angle we're taking is resulting in the right data combinations provided as a means of knowing how effective our ad is performing.