When the CMO sees a drop in leads, it’s often a tracking issue rather than a performance one. Correcting conversion tracking revealed fewer leads last quarter than reported, but with accurate data now in place, real results can shine.
#CMO: “Leads are significantly down from last quarter when we had another agency. I don’t think this is working. When looking at #GoogleAnalytics I see 250 leads last quarter and only 95 this quarter.”
Me: “Give me 30 minutes.”
#CMO: “Ok, but make it quick.”
[28 minutes pass]
Me: “Looking at your #GA conversion tracking setup that was configured using #GTM, I see that last quarter, before you hired us, you were measuring button clicks as conversions.”
#CMO: “What does that mean.”
Me: “It means that last quarter you actually only had 28 real leads, but don’t worry we fixed your #GTM setup when you hired us.”
#CMO: [sigh]… Thanks.
#Marketing is not magic, it’s a medium for communication. #demandgeneration #marketingisnotmagic
#CMO: “Leads are significantly down from last quarter when we had another agency. I don’t think this is working. When looking at #GoogleAnalytics I see 250 leads last quarter and only 95 this quarter.”
Me: “Give me 30 minutes.”
#CMO: “Ok, but make it quick.”
[28 minutes pass]
Me: “Looking at your #GA conversion tracking setup that was configured using #GTM, I see that last quarter, before you hired us, you were measuring button clicks as conversions.”
#CMO: “What does that mean.”
Me: “It means that last quarter you actually only had 28 real leads, but don’t worry we fixed your #GTM setup when you hired us.”
#CMO: [sigh]… Thanks.
#Marketing is not magic, it’s a medium for communication. #demandgeneration #marketingisnotmagic
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