Advertising campaign analytics

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Tools that help the subscriber consume the relevant content come to the rescue. At this stage, you need to understand that the system begins to analyze the user's actions and offers him certain content. It will no longer show the user the articles he has read before. He will be shown completely different ones. This is done using the site tracking tool.

Lead Management

After some time, leads need to be converted into clients. To do this, they need to be classified. In the majority of Internet businesses, this stage occurs during a phone call, during which managers try to sell the product to everyone in the database. At the same time, many of them, as practice shows, are not ready to buy at all or have no need to buy this product. Obviously, this is not quite the right approach, the use of which leads to a waste of resources.

A more logical sequence of actions: first, warm up the lead with the necessary content until he is ready to buy the product himself. And you will only need to push him to this step. The system itself will select the cards of those clients who are time to make a call, so the manager does not need to analyze the database for this.

There are many different tools and CRM systems for this. You just need to define the criteria by which you will systematize the leads.

In various types of business, points are awarded for certain actions: watching a video or attending a webinar - in the infobusiness; clicking on certain links and letters - in online stores, viewing a commercial offer and revisiting a site - in services. In fact, the reasons for scoring can be very different, and the more of them, the fast food email list better.

High-quality CRM systems or mailing services have lead scoring functions. You can also use them to conduct surveys of your target audience. In this case, the necessary data will be entered into the client cards. Based on the information received, the system performs various actions: periodic calls, content distribution, automatic transfer of the lead to the next stage of the transaction.

If we return to the situation in our example with the marketing agency, we see the following picture: in one week, the lead looked at a couple of articles, visited the page three times, which contains a description of the service you offer. When the page is visited again, the marketing automation system is triggered: the manager receives a signal about the need to make a call. The manager asks the client leading questions, based on the data received: "Do I understand correctly that you are interested in the topic "Sales Funnel"? Is that correct?"

Billing (accepting payments on the website) and placing goods

If you are an online business owner and you need to accept payments on your website, this can be a very big obstacle. There are a lot of billing systems out there, but not many of them are high-quality. Unlike PayPal and Stripe, they do not have enough features.


This stage is the final one in marketing automation. In the digital space, you can measure many indicators and calculate the return on each specific advertising channel. It is also possible to study the sales funnel analytics and see all the obstacles of your clients. You can use Yandex.Metrica and Google Analytics for a relatively simple analysis of advertising campaigns. Roistat, Kissmetrics and Mixpanel are used to obtain more in-depth and advanced data.