John:
00:00:11
So cool stuff.
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Then this one I'm using, I'm using
Edgemesh for this is going from
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best to worst, but our traffic
isn't going from best to worst.
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It's actually going from worst to best.
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Ah, ha.
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We have a mismatch,
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and it's gonna be based off
this edge mesh, and you guys
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will watch, it'll be really fun.
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We're gonna make a live
update with Edge Mesh.
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There we are.
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So check this out.
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Campaign id.
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All right.
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Lemme get all this.
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One UTM, source.
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Lending page, new user, returning
user, returning purchaser,
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should be good for now.
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So this is the last 30 days of data.
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And what we're going to do is use
the same last 30 days of data.
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We're going to do the products.
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Cool.
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So we're going to grab that campaign ID.
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We're going to filter by this campaign ID.
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So this is my standard shopping campaign
from Google, and this is going to be
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sorting descending by unique users.
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And what we're going to see here is we
have a satin heatless curling set and
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in our standard shopping campaign with
our products starting descending, we
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have the satin heatless curling set.
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So we should see satin, biotin,
shampoo bar, and strength.
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The heatless, biotin,
shampoo bar, and strength.
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good.
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Now watch this.
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Here's what our low t ROAS
strategy is not doing properly.
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You're going to notice a few things.
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This is reversed in the four top products.
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So this is.
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First four are unique users going down.
38
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However, our conversion rate is at
an angle that is going this way.
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It's actually heading up this way.
40
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If you look at this kind of bar, the
completed checkout rate is also going up.
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The initiate checkout
is also going up here.
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The engagement is also going up here.
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00:02:09
So what this should be doing
is showing the reverse.
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I should be seeing more users down
here and less as I go up, because
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this is going from best to worst.
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00:02:19
But our traffic isn't
going from best to worst.
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00:02:22
It's actually going from worst to best.
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00:02:25
we have a mismatch between
what we have as clicks versus.
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Point one to 0.
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41 to 0.
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49 0.
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93 and conversion rate.
53
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00:02:35
Now, are these numbers, right?
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Two thirds of all of our sales
happen in Amazon, the trends
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00:02:40
are at an engagement is correct.
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00:02:43
Active cart user rate is high,
but they check out the least.
57
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00:02:46
Okay, so is this still working well?
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Yes, this is a flagship product.
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00:02:49
And yes, they buy this
on Amazon most often.
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00:02:51
So this is okay because this is
literally what started their company.
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They mentioned it up here.
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this is where we're actually
starting to see a loss.
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So we need to have a high number
of users Are we looking at pages?
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What are these rows?
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00:03:06
These are products in the Standard
Shopping Campaign engagement on the site.
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so what I did is I filtered this actually
by landing page and then used the
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filter of the Standard Shopping Campaign
ID, which is the:
2824
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00:03:19
spending 150K on in this last 30 days.
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00:03:21
it's like saying, If we're seeing more
engagement here in the first four, but
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00:03:25
we should be spending more water on like
rice water and then nourishing shampoo
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bar, Now this is on a 30 day increment.
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00:03:31
So what we're seeing is this 30
day increments matching what are
73
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00:03:34
30 day increment is in google.
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00:03:36
if you have a seven day sales cycle,
you don't get this in the last seven
75
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00:03:38
days until they start to purchase.
76
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00:03:40
However, We do get an edge
match 70s earlier because
77
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this is a 15 minute interval.
78
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It doesn't have the data driven
split attribution between brand
79
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00:03:47
and blah, blah, blah, blah,
blah, blah that we normally see.
80
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00:03:49
This is all single click results
off of unique users who are first
81
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00:03:56
time users, not returning users
and not returning customers.
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This is all cold traffic.
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00:04:00
That's why standard shopping is glorious.
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00:04:02
The first time we get a
return user is down here.
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00:04:05
And what's nice is that same product,
the Satin Helix Curling Sunset Tie Dye,
86
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00:04:09
which is the Satin Helix Curling Sunset
Tie Dye, when they come back, you can
87
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00:04:14
see their engagement is amazingly good.
88
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00:04:17
And then it converts at 1.
89
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00:04:18
35, 0.
90
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00:04:20
1.
91
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00:04:21
So when they return, much,
much, much better results.
92
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00:04:25
So that's why remarketing this product
and other channels is going to be a good
93
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00:04:29
idea because now you get a 71 percent
initiate checkout rather than a 56.
94
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00:04:34
You get a 52 completed rather than a
47 and you get a conversion rate from
95
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00:04:38
those people that come back at a 1.
96
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00:04:40
35, not a 0.
97
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00:04:40
1.
98
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00:04:41
So it's literally 10 times better
when they come back, which is true,
99
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00:04:45
which is why we look at product splits
between cold traffic and remarketing.
100
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00:04:49
Cause when they come back with a 10
times the engagement and conversion
101
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00:04:52
rate, why not spend one 10th or one
20th or sorry, one 10th or two 10ths
102
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00:04:58
of your budget remarketing them.
103
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00:05:00
We can see that when they come back on
their own accord, they convert well.
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00:05:03
So that's what I'm using edge mesh, which
is how much cold traffic, how much warm
105
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00:05:06
traffic, but because I could care less
about the warm traffic, I just need to
106
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00:05:09
push cold traffic because I lose two
thirds of the sales stamps on anyway.
107
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00:05:12
So I can't tell if they're actually
going through, but the trends are
108
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00:05:15
correct in by saying is these are
wrong metrics, but trending in the
109
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00:05:18
right direction, it's going to be a
little bit difficult to say, no, the 0.
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1 and the 0.
111
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00:05:21
9 convert, the same on Amazon.
112
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00:05:24
I would beg to differ.
113
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00:05:26
These people are engaging with the site
way more often than they are, on this
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product than they are in this product.
115
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Is that the same correlation on Amazon?
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00:05:34
Is it the same correlation on meta?
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Is it the same correlation with overall
product sales to your business, depending
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upon the overall traffic to those pages?
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00:05:42
What is the product
media efficiency ratios?
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So cool stuff.
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I'm using edge mesh for
