Shownotes
When is the right time to dive into deeper tracking and attribution tools? Let’s explore how the size, scale, and focus of your business impact this decision.
When it comes to marketing, understanding the effectiveness of your campaigns is crucial. You want to know which channels are driving the most conversions and where you should allocate your resources for maximum impact. This is where a 3rd party attribution tool can be a game-changer.
While there isn’t one answer when the right time is to invest in such a tool, there are different factors you can look into when making the right decision. In this video, Ralph Burns and Austin Harrison, CEO of Northbeam, guide you through how and when to take the leap.
Explore the vital factors that influence this decision and learn how to navigate the marketing landscape effectively, Listen to this episode now.
This clip is from The Perpetual Traffic Podcast, watch the entire episode here:
When You Need a 3rd Party Attribution Tool With Austin Harrison | Perpetual Traffic EP 524: h • When You Need a 3rd Party Attribution...
Connect with Perpetual Traffic:
Facebook - https://fb.me/perpetualtrafficpodcast
Instagram - t / perpetual_traffic
TikTok - t / perpetual_traffic
Linkedin - p / perpetual-traffic
Twitter - s / ptraffic_pod
Web: https://perpetualtraffic.com/
Subscribe to Perpetual Traffic on YouTube: : / @perpetual_traffic
0:00 Unlocking Your Marketing Success: When To Invest In An Attribution Tool
2:20 It's not just about the size of your revenue but also your commitment to scaling
9:00 Reviewing your brand awareness campaigns and status
10:06 Going from $50M to $180M in revenue
Need help with Google Ads? Get your FREE action plan here: https://sol8.com/ap/
💣 The Ultimate Guide to Google Ads for 2023: / • The Ultimate Guide to Google Ads for ...
🔥 Get your copy of You vs. Google: The (Very) Unauthorized Guide to Google Ads
on Amazon here: https://www.amazon.com/dp/B0BWSNLNRN
This ULTIMATE GUIDE gives you EVERYTHING you need to know about how to set up, build and optimize your Google Ads Performance Max campaigns: https://sol8.com/performance-max/
💰 Have an ad budget that's less than $5,000/month? If so, check out our sister agency, StarterPPC, where you can get Google Ads management for a fraction of the cost!
Visit https://www.starterppc.com for more information. 🚀
We have dozens of free resources, courses, downloads, calculators, and other goodies. You can access all of them on our Free Stuff page!
Visit: https://sol8.com/free-stuff/
💯The Ultimate Guide to Google Ads for Lead Generation:
https://sol8.com/google-ads-lead-gene...
🛒 Everything you need to know about Google Ads for eCommerce:
https://sol8.com/google-ads-for-ecomm...
🧲 The only guide you’ll ever need for Google Ads for YouTube:
https://sol8.com/google-ads-for-youtube/
👉 Do you want to be featured on Daily Google News? Do you have epic value you can offer our audience? You can pitch your idea here: https://sol8.com/pitch/
--------------------------------------------------
👉 Get our latest content every Monday, straight to your inbox. Sign up for our news “Traffic Ahead”: https://sol8.com/newsletter/
--------------------------------------------------
Get the latest updates, expert tips, best practices, and PROVEN Google Ads strategies every single day. Subscribe here: / / @solutionseight
--------------------------------------------------
👉 Want to become a Google Ads expert?
We’ve demystified how Google works, and laid out everything you need to know in Google Ads–from scratch!
Learn how to build, launch and manage high-performing Google Ads campaigns in this Google Ads Course: http://sol8.com/paid-traffic-mastery
--------------------------------------------------
Solutions 8 is a global authority in the Google Ads space and one of the world's leading PPC agencies.
Our YouTube channel is dedicated to sharing our most effective marketing strategies to help you achieve your business goals.
--------------------------------------------------
👉 WOULD LIKE TO SCALE AND GROW YOUR BUSINESS WITH PPC?
Sign up for a FREE Action Plan today: https://bit.ly/sol8-home
Connect with Kasim here: https://smartlink.metricool.com/publi...
⬇️️ You can find us here ⬇️️:
Website: https://sol8.com/
Twitter: s / solutions_8
Instagram: h / solutions_8
Facebook: a / solutions8llc
LinkedIn: r / solutions-8
Transcripts
We're here with Austin Harrison, a co founder of Northbeam, one of our
2
:favorite third party tracking platforms.
3
:try not to play favorites here.
4
:I try to be like Switzerland on
perpetual traffic, you're here.
5
:We've had others, third party tracking
platforms on the show as well.
6
:But the question at what point do
I need a deeper level of tracking?
7
:When I think about businesses in general,
we run the span, like we have a very much
8
:a startup local regional type of customer
that we have an entire division for they.
9
:Do not need what we're
talking about here today.
10
:Cause they're not at that level.
11
:Would it help?
12
:Yes, it would help, but it
might be cost prohibitive.
13
:So maybe if we can explain in your
mind, at what level do you see it?
14
:Cause obviously North beam deals with
some massive customers like enterprise
15
:level, but you also have an understanding
of probably that mid market, maybe
16
:less so on the smaller market.
17
:. This isn't really the
tool necessarily for them.
18
:If you've got a pizza parlor down
the corner, you probably don't need
19
:North beam to track your customers.
20
:This is my guess.
21
:At what level Of revenue or aggressiveness
from a business owner perspective.
22
:Should you start to consider a third
party tracking platform because it
23
:starts to get muddy at a certain point,
especially when you have all types of.
24
:Media channels.
25
:You've got email, you've got
Amazon, you've got, Google, you
26
:got Facebook, obviously you've
got all the meta platforms.
27
:So talk to me about, how you view it as
a world view when a business probably
28
:needs something like a North beam.
29
:I think it's a really important topic
because, the last thing we want is.
30
:We don't want folks paying for
Northbeam or any other software tool
31
:that does attribution and what we
do now, forecasting and modeling.
32
:So outside of just pure attribution
is is where Northbeam is focused.
33
:So forecasting revenue for the month and
the future you could argue, conceptually,
34
:that sounds good for any business.
35
:But we feel that it's not really
the size of the business in terms
36
:of revenue, but it's their focus on
scaling our investment and scaling.
37
:So are you going to
invest in 5, 10 channels?
38
:Amazon, YouTube, TikTok, Pinterest
TV, like how aggressively
39
:are you going to scale?
40
:Because if you're just going to move
along slowly, we would discourage you from
41
:using Northbeam or another tool, right?
42
:If your efficiency is really
high, And you've got your system
43
:dialed in and you're, you feel
like you're in a good place.
44
:We would also discourage you from, paying
for North beam or anything else, right?
45
:It's really when it's not
even the revenue size.
46
:It's the, when you're really
going to press on the gas and.
47
:And invest in scaling, right?
48
:And if you're a business that wants
to keep it simple, which we think is
49
:great, there's nothing wrong with that,
then it's nice to have North beam,
50
:but, or any other software tool, but
we think people can survive without it.
51
:You get to a level where you
all of a sudden you're no longer
52
:dependent on just one channel.
53
:So it seems like as soon as that
happens, from my perspective,
54
:everyone gets, brand name search
and some level of branded SEO.
55
:So there's going to always be
that on that side of the equation.
56
:But let's say if you're
running meta ads and that's it.
57
:And you don't have any sort
of marketing mix whatsoever.
58
:Maybe you've scaled up, you've gotten to
a point I have a call with a potential
59
:customer in a couple of hours, like
they're spending anywhere between 300,
60
:000 and a million dollars a month.
61
:And it's all on meta really,
basically, maybe a little bit
62
:of Google branded search and.
63
:things are getting a little cloudy here
because they collect emails that we talked
64
:about, right at the beginning of the show,
they want to be able to attribute like
65
:where is that email sale coming from?
66
:And at about a couple hundred
thousand, they want to double that.
67
:it's a 30 million business.
68
:They want to go from 30 to 60 million.
69
:Like they're a candidate for a third
party attribution tool, but are they
70
:coming to the party a little bit
late in your opinion, or should they
71
:have done that a little bit earlier?
72
:Cause.
73
:, it's not always an accurate picture
just on one platform, obviously,
74
:yeah, the advantage of a third
party tool, whether it's North team
75
:or something that is in our sphere
would be a longer attribution window.
76
:Meta's attribution window is 7
day, you've got a 7 day window.
77
:If you're spending that much
money and you want to see your
78
:return after 30 or 60 days, yeah.
79
:Yeah.
80
:That's something that is important, right?
81
:Especially at that spent level, right?
82
:Because, if you have a high AOV, right?
83
:So if you're selling something,
that's 8, 10 bucks, 12 bucks.
84
:Maybe you're capturing a lot of that value
within seven days of the spend, right?
85
:But if the AOV is higher and the
consideration cycle is longer, or there's
86
:a lot of repeat purchasing, then it's
good to implement something third party.
87
:But again, there's always ways
to hack it yourself, I believe,
88
:that may or may not be sufficient.
89
:Depending on how you do it, if
you're on one channel, right?
90
:. I don't think it's too late
to get tracking in order.
91
:And I think it can help you figure
out which campaigns are the ones
92
:to scale or which ads faster when
you're really investing in growth.
93
:So we have a customer
just to give you context.
94
:Over Labor Day weekend,
they spent 120, 000.
95
:On that day, and they actually wanted
to spend and they were using North beam
96
:to calibrate throughout the day and
then adjusting spend per campaign per
97
:ad based on our data flowing through.
98
:anD so that's on a daily basis, right?
99
:They're spending a lot.
100
:They wanted to actually spend more.
101
:And so whole nother can of
worms, but I think that's where
102
:North beam gives you signal.
103
:When you're really investing on big,
so like Black Friday, Cyber Monday,
104
:big sale periods, you're getting
very fast signal through Northeam.
105
:So it's attribution window.
106
:It's your customer life cycle
from first touch to final
107
:purchase is a factor here as well.
108
:So if it's beyond that seven
day, it's just saying the
109
:seven day, the meta advertiser.
110
:we have a fair amount of customers
that do offline conversions and use
111
:the 90 day window for offline, which
is super, super helpful, but in most
112
:cases,, 20, 30 product and people
are typically going to convert, it's
113
:not a higher consideration purchase.
114
:7 days can pretty much cover it for you.
115
:, you don't necessarily need it.
116
:All things being equal what I'm hearing.
117
:I think so.
118
:If you have a higher repurchase
rate, that could be different, right?
119
:I looked inside an art being.
120
:For one of our customers and I
looked, 18 months later at the, their
121
:meta ROAS on one particular ad set.
122
:And it was like more
than two X what it was.
123
:I think it went from, a two to a 4.
124
:3 or something like that
over an 18 months span.
125
:So if you're planning and doing business
planning, you're trying to figure
126
:out, okay, if I invest in growth now,
what's that going to look like in
127
:four months and six months and eight
months, if you're doing overall business
128
:planning even if you're AOV small,
like we're talking about, if there's
129
:a repeat purchase rate or upselling
or whatever the case may be, then you
130
:may want to have a longer window too.
131
:So there's exceptions to that
kind of low aid AOV rule.
132
:Yeah.
133
:, we talked to owners about this, it's
like investing in that front end,
134
:maybe not quite yet conversion layer.
135
:We call that sort of the awareness or
consideration phase not forget, like if
136
:you're investing in a million dollars,
a month in YouTube ads, but your life
137
:cycle it's a six to nine month cycle.
138
:That's a lot advertising
that you have to front.
139
:Or get from venture capital or
bootstrap on your own in order to
140
:make that business really work.
141
:So current finances present
day has a lot to do with it.
142
:Is this the type of conversations
that you oftentimes have?
143
:With North beam customers, like they're
asking you like, what should I do here?
144
:And the answer is always, yeah, it
depends in a lot of different scenarios,
145
:but how do you advise people on that?
146
:To be able to be comfortable with
investing today, even if they don't see
147
:the return, outside of the seven day
window, for example, for maybe the smaller
148
:businesses, but if it's 30, 60, 90 days,
like, how do you talk to them about that?
149
:Cause.
150
:You're really taking that risk.
151
:You never really know if that email
that you collect today is the one
152
:that's actually going to create the
sale 30, 60, 90 days down the road.
153
:Yeah.
154
:I'm a big fan of a lot of experimentation,
trying a lot of different things.
155
:THe one great thing about an RPM over the
last, four and a half years is just seeing
156
:brands go from, 5 million to 50 million
or 15 million to 180 million in revenue.
157
:We've watched a lot of brands
go through that journey of
158
:scale, in their scale process.
159
:And the common theme is
lots of experimentation with
160
:different channels, right?
161
:Meaning trying influencer, trying YouTube,
trying TikTok, trying new creative,
162
:trying new, really experimenting on
a micro scale with a lot of different
163
:things and then looking for a signal to
see, okay, what's working, what isn't.
164
:sometimes it's all of
those things together.
165
:Is what finally turns the,
where they turn the corner.
166
:So like you could just do
YouTube and you're doing okay.
167
:There's a small blip, but then
YouTube influencer, and now
168
:your YouTube paid is lifted by
YouTube influencer and vice versa.
169
:Now the two together are driving me right.
170
:Versus one or the other
on their own, right.
171
:Weren't cutting it.
172
:So you're looking for that media mix.
173
:It's not, everyone's
looking for that one thing.
174
:It's Oh, if I just do this one thing,
my business is going to take off.
175
:That's rarely the case.
176
:Are there exceptions?
177
:Sure.
178
:But from what I've seen, of course,
there's exceptions with products that
179
:go viral, but like, when you think
about the long term sustainable brands,
180
:they develop a mix and a playbook
that lifts overall NBR or ROAS, right?
181
:And they're all working
like a symphony is the idea.
182
:It's almost like building
your orchestra, right?
183
:What is my orchestra for my brand and my.
184
:industry, and so figuring
that out is the key.
185
:And of course, if you're smaller, you
want to investigate what the successful
186
:brands are, what is the orchestra?
187
:What's.
188
:Do I need a violin?
189
:Do I need a cello?
190
:Do I need a flute in
my particular industry?
191
:And then you start to experiment
within those but it's tricky, right?
192
:Cause it'd be nice if
it was just one thing.
193
:Okay.
194
:I'm just going to launch on this
one channel and now I'm all set.
195
:I'm just going to spend, can it happen?
196
:Yes.
197
:But generally speaking for the
longterm, you need to develop.
198
:A media mix that, that
is going to work for you.
199
:it's a great analogy.
200
:I'm I have a visualization here of,
the the conductor in the orchestra
201
:and then they have one violin, like
that's your first Facebook campaign.
202
:And then you get more
scale, you add more budget.
203
:Now you have two violins.
204
:Now you do some lateral scaling.
205
:You add some more.
206
:Audiences, get some different messaging.
207
:Now you've got three or four violins, but
now you've got, is when there's three or
208
:four violins together and nothing else.
