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 funnels present unique challenges to tracking and attribution.
Conversions occur at different stages with a typical customer progressing through:
Website Visit
May be paid or organic, carries information on the campaign source
Sign-Up
Website form, Stripe checkout or marketplace install
Activation Events
Custom events that reflect how users begin to gain value from using an app
Subscription
Payments and subscription lifecycle events that happen in a payment system
Able CDP supersedes web analytics and revenue reporting solutions by combining website tracking data, activation events and back-end payments to report what sources and campaigns drive actual revenue and key activation metrics.
Majority of SaaS start-ups don't know what sources produce revenue and ROI exactly. With improved conversion funnel tracking it is possible to attribute 99% of customers to the original marketing sources.
Not every lead has the same chance of becoming a paying customer. Attributing sales to leads and leads to marketing sources allows you to determine what marketing activity actually drives sales.
Learn how to track customers in complex funnels: unite tracking across landing pages, marketing website and payment systems such as Stripe.
Follow three easy steps to see how Able can help your SaaS business attribute purchases to customers.
Connecting Able CDP to your SaaS business requires no complex coding or expertise, making the implementation process quick and efficient. In just minutes, you can see first-hand the benefits Able's tracking and integration capabilities will bring you.
Able CDP automatically recognizes forms used on the website and creates custom tracking code in the Dashboard.
After adding lead form tracking code to the website, we will track:
Able CDP tracking builds a 360-degree view of each customer by recording both:
Personal information such as email, phone and proprietary client identifiers.
Visitor details including Referrer URL, ad click ID (fbclid/gclid) and browser identifiers for IOS 14+ traffic, Google Analytics Client Id, landing page URL and UTM parameters.
Recording this information allows Able to build your customers’ profiles by tracking all website activity and, most importantly, lead and sign-up form submissions.
Complete customer view in Able CDP associates subscriptions and payments with online page views and lead forms activity. The 'offline' conversions are then attributed and sent to Google Analytics and ad platforms as e-commerce purchase conversions.
Connect Able CDP to Stripe to track conversions to Stripe payments and subscriptions or send conversions from your own code using web hooks.
We associate website sign ups with tracked parameters and then use them to attribute any off-website activity that happens in the payment system to the ad click and visit through the customer persona.
Able CDP built-in reports help to quickly assess performance of various marketing sources and understand how each of them contributes to the revenue.
Get insights into each of your customers' journey. Intelligent understanding of each interaction and conversion action enables Able CDP to automatically connect important interactions between different systems and services.
When a website visitor accesses landing page or internal website page. Able records all click and browser identifiers to later associate them with the customer's conversions.
When a website visitor completes a contact, lead or a sign-up form. Able automatically recognizes and tracks HTML forms on the landing pages, extracting customer details such as email and phone to associate with the website visitor.
When a subscription payment is made by the customer, Able receives notifications from payment systems such as Stripe to attribute them to the customer without relying on browser tracking.
Able CDP makes it easy to visualize what conversion events and touch points are tracked and allows you to add inbound and outbound integrations for attributed events such as lead or purchase with a couple of clicks.
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 of its built-in integrations, such as Stripe Invoice Payments Tracking, or custom conversions from your application using webhooks or JavaScript events.
Able CDP then attributes each purchase to the original visitor and sends the data to all standard integrations, such as Google Analytics, Facebook Ads Conversions API, Google Ads API, etc.
Detailed first-party data are also available via the Google BigQuery integration.
Install tracking and start sending properly attributed data into conversions API, Google Analytics and data warehouse within minutes.
Instant setup, no credit card required.
Able CDP automatically recognizes forms used on the website and creates custom tracking code for your website.
Able gets important conversions from payment systems, e-commerce platforms and CRMs.
Use one of our integrations such as Stripe conversion tracking or send conversions from your own code using web hooks.
Let Able send conversions to Google Analytics and ad platforms such as Facebook Conversions API and Google Ads.
Browse customer journeys individually, run revenue attribution reports or access tracking data via Google BigQuery.
“A valuable insight we've got because of using Able Customer Data Platform is that display ads aren't working for us at all... we've been wasting money for years on paid display ads.
Before Able 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