Take a peek under the hood.
We set out to get a better understanding of the quality of traffic based on Source, Campaign, Ad Set, Ad, and also to understand the Subscription to Conversion rate, going deeper into what's actually driving conversions across the customer touchpoints.
Context behind the behavior of subscribers has always been an afterthought. The focus was always on collecting the email then figuring it out from there. With Formtoro we've looked to solve for this by adding context for every subscription so we have a better understanding of how to market directly to people via email.
ROAS has long been used as the gold standard of performance, but there are other indicators that are better to use to judge the success or potential success of an ad. We've moved to integrate subscription intent data to understand how to better approach ads and how to make long term decisions based on predictive analytics.
90%+ subscribers will provide multiple data points relevant to their customer journey. Previously, we would guess on our own and possibly send out surveys to people that had already purchased. By collecting more data during the signup and highest intent part of the journey we can start to improve overall website changes mirroring the information collected.
We've brought even more things into the Formtoro Platform so you can get an overview of how data integrates with multiple KPIs across the ecommerce journey. Though very focused on only a few channels, the name of the game is overall understandings of a lot of KPIs that aren't normally broken down separately.