This happens if the report is generated mechanically based on clicks. The user clicked on the application form, but did not send it, clicked on the call, but did not call. The lead does not come to the company, but the report draws beautiful figures. And it seems that everything matches according to the data, but it is difficult to understand where the system failed.
The digital agency Biblio certainly knows how to get out of such situations. Colleagues told how they fought against false positive client reports and improved their real indicators with the help of Calltouch services.
About the company
Biblio is a digital marketing agency. The agency's client is a construction company specializing in multi-apartment properties. The developer uses different channels to attract customers. Offline, these are radio, TV, and outdoor advertising. Online, these are contextual afghanistan phone number resource targeted, and media programmatic advertising, as well as promotion on a market platform.
The promotion strategy has two directions. Media channels work for a wide audience and form brand awareness among people, because they allow telling about the developer and its new objects. And performance tools work at the bottom of the funnel with a narrower audience of people interested in buying an apartment in a new building.
Advertising channels brought the developer 1000-2000 conversions monthly at 150-300 rubles. For example, in April 2022, the construction company received 1831 conversions at 224 rubles. Not bad for the real estate market!
What's the problem?
It seems that the company by definition cannot have problems with such indicators. The report shows that the company's marketing is at its best. But a logical question arose. Where are the queues of customers for these crazy conversions?
The developer did not have end-to-end analytics or a CRM system that could track the real state of affairs, and the figures presented in the report are Yandex.Metrica data, which, as it turned out, do not accurately reflect reality.
For example, the client had goals set up for JavaScript events. But the forms on the sites often crashed. And considering that the developer has a separate site for each property, the losses in leads are colossal on a business scale. To get out of the situation, we had to rely on reports on automatic goals in Yandex.Metrica - "Form submission" or "Clicks by phone number".
But the peculiarity of such auto-goals is that they can double achievements or assign them when the goal was not actually achieved. For example, if a user clicked on a form but did not send it, the company does not receive the client's contacts, the lead database is not replenished, but the system records the goal's completion. The mechanism works similarly with calls. If a user accidentally clicked the "Call" button, the call did not take place, but the system takes it into account.
Biblio realized that to increase sales and optimize the client's advertising budgets, they needed to see a complete and reliable picture of the number of leads and their cost. It was obvious that the real indicators would be many times worse, but this would help to objectively assess the situation, find growth points and use them to achieve high-level indicators for the number of sales and the volume of profits generated.
End-to-end analytics to address data distortion
Biblio did not want to show the client a cheap cost per lead, but, on the contrary, wanted to receive reliable and transparent data. The agency knows that this can be achieved with the help of end-to-end analytics.
Connecting the service implies the allocation of additional funds from the client. And in his picture of the world, this may not be entirely justified: why spend money on implementing a tool that will make the indicators worse, if you can still allocate small budgets for advertising and receive beautiful reports on the effectiveness of costs.
So there were two options on the scale:
leave everything as is and continue to be content with indicative reports that have no connection with reality;
invest in end-to-end analytics and obtain accurate data to quickly find growth points and optimize advertising according to the necessary metrics.
The construction company listened to the opinion of digital specialists and agreed to implement Calltouch End-to-End Analytics , because if the tool really helps improve the indicators, then the costs of its implementation will quickly pay off, and there will be all the opportunities for further development ahead, not only on paper, but also in practice.
End-to-end analytics
Evaluate the effectiveness of all advertising campaigns in one window from click to ROI
Invest in advertising that brings in customers
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Implementation of end-to-end analytics
Calltouch's end-to-end analytics helped us see the company's real performance. It became clear that there were only 79 conversions per month (not 1,000-2,000), and each one cost RUB 4,448.22 (not RUB 150-300).
Smart bid to increase sagging conversion
To increase the conversion of the developer's websites, the Calltouch Smart Application was installed on each one . Now, if a user wants to leave the site, the service tracks this and shows a form for filling in contacts. The data is recorded in the end-to-end analytics system, and the company receives accurate information on leads.
Indirectly, the tool also affects conversion through advertising channels that drive traffic to sites with Smart Application installed. Previously, the client could simply leave the site, but now he is called upon to leave his contact information.
Upgrade of Yandex.Metrica goals
From experience working with Calltouch, Biblio knew that service conversions could be sent to Yandex.Metrica goals. There were two such goals for the developer:
"All calls + requests"
"All unique calls + requests."
Considering that the range of Yandex.Metrica goals is limited, and they do not always work correctly, such Calltouch functionality helps to more accurately optimize advertising campaigns.
If earlier the data on Yandex.Metrica reports looked like this:
With the introduction of Calltouch, it became possible to significantly improve the indicators:
Results of the implementation of Calltouch tools
Working with precise end-to-end analytics data allowed us to achieve positive results. In 2 months after implementing the tools, the Biblio team managed to double the indicators. There were 2 times more leads, and their cost was 2 times lower.
This is what a developer’s end-to-end analytics report looks like after implementing Calltouch tools:
With the introduction of Calltouch, it became clear how many unique leads the company receives - now there are 992, and the cost is 3,199.24 rubles.
Now Biblio is working to keep the cost of a lead in the range of 1,500-3,000 rubles and to increase the number of unique requests for all objects.
Thanks to Calltouch, it became possible to see how many real calls are coming into the developer's sales department. On average, this is 70-150 calls per month only from advertising in Yandex.Direct.
Conclusions
Biblio's experience shows that end-to-end analytics allows you to track the real effectiveness of offline and online promotion tools. Ready statistics are displayed in one window, and you don't need to waste time on independently generating reports. Thanks to this, it becomes possible to focus on more important aspects, for example, on making optimization decisions.
The agency once again became convinced that there is no need to be afraid of additional budget spending on services that allow you to track statistics in more detail, because working with accurate data will allow you to quickly find growth points and optimize advertising according to the necessary metrics.
Plans for the future
The next step on the path to growth of the construction company is to implement a CRM system and set up integration with Calltouch to transfer transaction data. This will allow Biblio specialists to strengthen the developer's advertising campaigns through optimization for the most converting audience.
In addition, there are plans to connect static numbers for each advertising channel in Yandex.Direct to track calls from ads in search results.
