Understanding The Tech Stack
In each stage of the funnel, consider what KPIs you're hoping to achieve and what tools can help you get there.
Phase 1: Awareness & Education
| KPI | Technology | Description |
| Impressions. Reach, Page Likes | Social Analytics tools (native platforms, SumAll, Sprout Social, Hootsuite), Ad Platform Analytics | Build awareness, engagement, and affinity for your brand by increasing the number of people who see and interact with your messages and content. |
| Website Visits, Pageviews, Bounce Rate | Web Analytics Tools (Google Analytics) | Increase the likelihood of acquiring new customers by driving more traffic to your website. Understand how users engage your page content and use your site. |
|
Click-Through-Rate |
Social Analytics tools or Marketing Automation platforms (Pardot, Hubspot, Marketo), Ad Platform Analytics | Measure the CTR of a paid ad, organic post, or marketing email to determine if the messaging was effective in driving action |
Phase 2: Convert
| KPI | Technology | Description |
| Form Completion Rate, Cost Per Lead | Web Analytics Tools (Google Analytics) or Native Form Tracker | Monitor the completion rate for
any form on your site in order to optimize the lead capture
process. Map this back against awareness channels to determine which audiences are most likely to convert. Determine if you are asking for too much with your form and discouraging conversion. Then, calculate the Cost Per Lead to improve the efficiency of acquiring new customers. |
| Conversion Rate, Cost Per Acquisition, Cost Per Install | Advertising Platforms (native tools, Accomplice) | Calculate your campaign conversion rates and map these against your audiences. Then, optimize CPA & CPI for maximum cost-efficiency. |
| Average Order Value & Frequency; Profit | E-Commerce & Billing Software (Shopify, Magento, Strip, Recurly, Chargify, Braintree) | Measure how often customers of each audience group order from you and how valuable their orders are to make the entire funnel more efficient. |
Phase 3: Retain
| KPI | Technology | Description |
| Engagement Rate (in-product), % of Return to Site (E-Comm) | Product Analytics (Mixpanel, Woopra, Intercom) |
Learn how users engage with your product or how often they
return to |
| Churn (Attrition) Rate | Same as above |
Study how many customers stop using your product and how long users stay before they leave. How can you plug these holes? |
| Retention Rate | Same as above |
On the flip side of churn rate, how many customers do you retain every month, quarter, and year? What distinguishes these returning customers from those who leave? |
| Customer Life Time Value | Same as above |
Calculate your CLTV to determine the appropriate Cost Per Acquisition or Cost Per Lead |
| Optimization |
Website (Optimizely, CrazyEgg, Hotjar), Ads (Accomplice) |
Improve CTRs, Conversion Rates, Page Views, Time on Page, Bounce Rate, CPC, CPM and more to increase campaign efficiency. |