In this episode from the Northbeam webinar, Andrew Foxwell, CEO of Foxwell Digital, interviews our very own Co-founder and Senior Google Ads Strategist, John Moran, on how he identifies the top conversion path using Northbeam.

If you're looking to optimize your conversion rate, understanding your top conversion path is crucial, and Northbeam is a powerful tool that can help you do just that.

Learn from John as he walks you through the process and helps you understand why this data is valuable in improving your marketing and sales funnel.

Watch the full webinar here:

How to optimize paid search with accurate attribution with Solutions 8 | Northbeam x Foxwell Digital:   

 • How to optimize p...  

Connect with Andrew Foxwell on LinkedIn:

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Connect with John on Linkedin: https://www.linkedin.com/in/johnmoran...

Northbeam: https://www.northbeam.io/

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0:00 Intro

0:37 How to Identify Your Top Conversion Path Using Northbeam

2:38 What to look identify at the Customer Paths dashboard on Northbeam

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9:07 Can you do this without Northbeam?

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So let's go into the first more specific thing mm-hmm.

Which is you wanting to talk about or show off identifying the top

conversion path between non-brand prospecting channels and Google brand.

How do, how do people go about doing this?

And if this is a hot tip, what are the ways they can do this

to optimize that paid search.

Absolutely.

So I guess what I'll do is I'll share an example of a client and why

there is some, fallacies built in not necessarily fallacies, but I would say

some common misconceptions sometimes.

Mm-hmm.

That people assume when they look at kind of the overview page, cuz

they don't quite understand why.

this here is a current client of ours and what you'll see here is that the.

Cost of acquiring a new customer is very inexpensive at, 30 compared

to, let's say, Facebook ads.

And the media efficiency ratio is, is, about a hundred percent

higher or a hundred percentile points higher than Facebook ads.

However, you see most of the spend going to Facebook and less going to Google.

Now, a person here would say, aha, well just scale Google.

Makes sense.

It, performs better cheaper caps.

we have a very good amount of transactions, 3000

compared to eight of the 18.

Okay, why don't we push harder here?

And that's because these two are working so closely together that

Facebook is a better prospecting.

Channel for this client.

it is not always.

It's just for, it is for this client.

So when we're looking at the conversion pass, what we're identifying is,

well, why does Google look good?

But Google always rises and falls, well, not always, but very

closely aligned with Facebook.

It always rises and falls with the, the effectiveness of Facebook.

And how are those two helping each other?

You kill one, the other dies.

that's true of whether you pause Facebook or you pause Google, but if you increase

it, the other one also increases.

So those trends that I'm talking about can be identified inside of

this area here, it's called cus Pass.

But this is basically the conversion path of what a customer has taken.

So one of the things that I, I look at very frequently the click paths,

because it's usually going to be indicative of the view paths as well.

If you're getting views that ultimately click or you're getting clicks, that

ultimately click tracking those two trends as to cross-channel attribution

is gonna help you identify Aha.

The reason why Google any specific channel instead of Google looks good

is not actually because of Google.

It's also because of another, another.

Channel, but the overlap, the way that auto targeting works in performance

Max, for example, is simply going to scoop up conversions wherever it can.

So we leverage that.

One of the ways that I use this here is if you take a campaign by label

and you say, we'll track all of these channels here except for Google Ads,

which is our brand campaign, and then matched the next path, which is.

Only Google ads and not the other channels.

So you're saying the 34 of the 35 first click, and then what

ended up happening to brand?

You can identify why a brand or why a remarketing element

instead of Google is working Well.

So this is out of 641,000 in the last 60 days of revenue.

So 13,500 sales.

Fairly consistent.

sorting, descending by transactions.

this pmax.

So late upgraded campaign and the brand are a lot of times

the last click in the channel.

Now that's okay.

But what is happening first?

Well, we can ignore the directs cuz we do have a lot of return traffic that

do get remarketed that is going to say, okay, so this is not necessarily

having a really good result on overall revenue, which is what that

overview page WA was, but potentially.

Earning some attribution by remarketing your existing customers.

That's the first thing that we have to understand.

That means it's not necessarily scalable because we're just gonna start to

remarket our existing users harder.

Sure.

If you have a lot of direct that's coming back, we have to look at the

splits next, but this here is a really, really good indication, advantage

plus shopping, and then a pmax click and those paths are 40 people took

that path and 40 people converted.

That's a hundred percent conversion rate between those two paths.

And there's, there's thousands of paths here that we can analyze,

but we're looking for the top.

So then we look at, okay, what other commonalities we

see Advantage Plus shopping.

We see another pax, we see Advantage Plus shopping, then we see a

brand, we see another Vantage Plus shopping and we see another brand.

So we're starting to track trends.

Advantage Plus shopping in Facebook is helping Google and is also

helping Advantage Plus shopping.

The reason why is because those are two campaigns that are using

auto targeting designed to repeat an impression and repeat a click in

order to get a conversion together.

So if you stop showing up or remarketing, single click advantage plus shopping

campaigns, advantage plus starts to hurt.

If you stop feeding Performance Max brand new users from a different channel,

that it can scoop up the that easy 10 cent, 20 century marketing clicks.

If you stop, hey, management shopping, Google's going to hurt.

Cuz we're, we're removing that feeding engine.

Mm-hmm.

So identifying those overlaps and not necessarily looking at just the first

overview page where I say, well, Google looks better than Facebook scale Google.

The understanding the why is going to be very good because again,

this is just the click paths and you know this better than anybody.

People that see things on Facebook four, five, or six times, the first thing

that they do if they're ready to buy, if they didn't click is open up a new tab.

Google that brand name, that's what people do.

So identifying even just singular click points can also be very, very important.

And the singular click points here, for example, would be, if I'm looking

at just overall conversion paths, just out of nowhere, it looks like

Google has more revenue and more transactions than Facebook, but.

This is the click path.

It's not the view to Converger path.

I would say probably one third of the people that are in this

first show here at Pax probably got an impression from Facebook.

and nor people will actually tell you that too.

We can, we can see when you change the click and views, watch this.

So we have a $50 cack on Facebook and a $30 kack on Google.

Change it to click in views, and you'll see here that it's 44 31.

So Facebook got a little better.

Google got a little worse.

So the ca so they start to more be more closely aligned, and that's

when you're seeing that the top line is looking very, very good.

We have $31 cost per acquiring a customer, and we spent 350 K on it last week.

That's a very good new customer growth, but identifying how they work

together, not how they're separate and using those top conversion paths.

You can see aha.

The overlap here is, is quite often, quite often together only on only on clicks.

Yeah, I mean it's I think it starts to bring clarity to, you know,

instead of looking at it, oh, we know they depend on each other.

We're not sure how, which is big.

Mm-hmm.

I think, is this something that with.

I mean, obviously this is a North Beam webinar and not trying to hide it, but

like is this something that someone could do if they didn't have North

Beam or is this something that really North Beam allows you to do uniquely?

versus, I mean, obviously you could probably try to, you

could get some of this in.

GA four.

If we can find it.

If we can find it, or we trust it.

Yeah.

If it's not direct and unattributed, 30% that's left.

Yeah, yeah, yeah.

There you go.

Yeah.

So, yeah.

so the answer is kind of, but this is one of those things That

tool really helps you to start to clarify simple conversion path.

it's a validation of your suspicion is what I've been calling it.

I've had so many times where I've run a Performance Max campaign and the client's

been running Facebook campaign where all of a sudden I see performance Max,

nothing changed, and all of a sudden, you know, spend stayed about the same.

Conversion rates stayed about the same, but all of a sudden

my CPC increases, my conversions decreased by 2020 5% for no reason.

Mm-hmm.

And then when we meet with the client, we say, and started saying, okay,

what were you doing on Facebook?

Oh yeah, we paused these five campaigns.

They didn't look good.

Ha.

So started to just overall experience by identifying what's going on Google,

identify what's going on at Facebook, and then finding that when I started to

crank up Pax, my performance Max didn't actually take much more attribution, but

then Facebook started to look better.

Sure.

So when we used Nian, we said, this is it.

This is what I figured is, overlapping.

Mm-hmm.

and then you always get the client where Facebook's like, I made 10 sales.

And Google's like, well, I made 10 sales.

The client's like, I only made 10 sales.

Like, what are you guys talking about?

Right?

So yeah, those two rise and fall together.

And when you see things happening in Google when you're using automatic

target like Pax, when things just go haywire, look elsewhere.