How to Understand Each Paying Customer Journey and Find Out What Drives 99% of Revenue
E-commerce funnels used to be amongst the simplest to track. New developments in e-commerce marketing made tracking and understanding customer journeys a lot harder for many types of funnels.
Often, the lead may be first captured on a domain separate from the main store website. Or an external service can be used to capture the customer's email on the main website. Once a purchase occurs, there are then often missing conversions from untracked checkouts, leading to the service running the store and analytics services being unable to attribute the purchase to the correct source.
As a result, 30-50% of purchases don't have correct source in analytics, as well as missing from the ad platforms' reports.
Many marketers see this as a natural technology limitation. It doesn't have to be this way. E-commerce sales can be tracked throughout the entire funnel: from the first interaction to the revenue.
Full life-cycle of a customer consists of the following steps:
In most implementations, Able CDP uses a simplified three-stage conversion funnel map:
Understanding what website visitor resulted in a sale is a key for understanding customer journeys and making informed marketing strategy decisions.
Able CDP builds a 360-degree view of each customer by tracking website visitors before they become customer. Able CDP tracking script captures:
Able CDP then starts to build a customer profile, by tracking all website activity and, most importantly, lead and sign up form submissions, recording personal information such as:
This allows Able CDP to associate each closed won deal with the original customer source, implement first-touch attribution and understand what marketing activity brought each customer and each dollar of revenue.
Where multiple domains are used in the same funnel, Able CDP is able to link activity across them as long as one of the visitor identifiers match. We recommend using Google Tag Domain Linker for this purpose.
Using Able Customer Data Platform allows to collect all this information without having to program a database for storing attribution details and associating them to leads and customers. Entire set-up is done by placing a small tracking code for tracking website visitors and leads.
Able CDP uses its customer tracking data to attribute all subsequent revenue (Purchases) to the source.
Revenue can be sent to to Able CDP using one of its built-in integrations such as Clickfunnels purchase tracking, allowing to track completed purchases and attribute them to original website visits automatically.
It also supports tracking of custom conversions from proprietary apps using web hooks.
This is the most popular solution, as it allows to leverage reporting capabilities of the reporting tools you're already using. Correct first-touch attribution as implemented by Able CDP allows to capture of up to 24 months of LTV data attributed to the original campaign inside Google Analytics.
Able CDP E-Commerce Conversion Funnel Tracking is incredibly easy to set up: