How to Find Out Where 99% of Paying Customers Come From
This page focuses on low-touch sales funnels.
If you're using high-touch sales with a CRM-based process, you may be interested to learn more about B2B Conversion Funnel Tracking instead, which focuses on automating tracking of deals closed in CRM.
SaaS businesses present unique set of challenges for tracking conversions in a sales funnel. Landing pages may be on a separate domain from the main marketing website. Customers access the application and often sign-up on a different application domain. Furthermore, actual revenue is produced offline in a payment system such as Stripe, often delayed until the trial period ends.
Many SaaS companies resort to tracking sources only of leads, attempting to measure conversion to sales indirectly. It doesn't have to be this way. SaaS customers can be tracked throughout the entire funnel: from the first interaction to the revenue.
"A valuable insight we've got because of using Able CDP is that display ads aren't working [for us] at all... we've been wasting money for years on paid display ads. Before Able CDP we'd be excited about every lead or email that came through, but after the last year we've determined that those don't convert at all. And so we've been focusing on paid search, which does have return on investment."
— Bryan Brinton, Co-Founder, Aluvii Software
A typical SaaS funnel consists of three stages, each having own challenges specific to tracking SaaS conversions. A tracking implementation that addresses them all is crucial for understanding full user lifecycle from ad click to revenue and measuring RoAS.
Download a detailed report explaining how to track SaaS funnel conversions or keep reading to learn more about Able CDP SaaS funnel model and how it can be used to simplify tracking of SaaS conversions.
Full life-cycle of a SaaS customer consists of the following steps:
In most implementations, Able CDP uses a simplified three-stage conversion funnel map:
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 Customer Data Platform to associate each paying customer 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 is capable of using its customer tracking data to attribute all subsequent revenue (Purchases) to the source.
Revenue can be sent to Able CDP either via one if its built-in integrations, such as Stripe Invoice Payments Tracking. It also supports tracking of custom conversions from your application using web hooks. This is useful if you accumulate usage and invoice customers only after reaching certain threshold.
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 allows to capture of up to 24 months of LTV data attributed to the original campaign inside Google Analytics.
For advanced analytics, Able can send its attribution data to the BI tools that you're using. For example, it can update Customer metadata in Stripe, allowing to implement attribution reports in Stripe Sigma or send attributed conversion events to your favorite database where they can be analyzed with Tableau or QuickSight.
Able Customer Data Platform SaaS Conversion Funnel Tracking is incredibly easy to set up: