Measuring Channel Heavy-ups (Increased spend) & Resulting impact to CPA/ROAS (Diminishing returns)

Rockerbox can be leveraged during your sale periods and channel heavy-ups to understand how your marketing performance and user behavior varied during this time period.

Below we outline the following four analyses:

1. Impact to CPA/ROAS

2. Impact to Channel Mix

3. Impact to Top and Bottom funnel channels

4. Impact to Path to Conversion and Time to Convert

These analyses will be accomplished through a time frame comparison. For illustration purposes, we use an example from Black Friday/Cyber Monday.

Our example compares the three day BFCM time period (Fri-Mon) to the following:

  • A control period of the same three days (Fri-Mon) averaged across multiple weeks
  • A partial heavy-up period of the same three days (Fri-Mon) averaged across multiple weeks

Priority Questions to Answer

Marketing Performance

  • Impact to CPA- how did CPA change due to heavy discounting coupled with increased spend (and mitigating against diminishing returns)
  • Impact of discounting- if used different discounts across channels, did that change the improvement on CPA of each channel?

User Behavior

  • Changes to path to conversion- were users taking more vs less time to convert and interacting with different marketing touchpoints?
  • Impact to marketing mix- were users converting from different channels?
  • Did branding heavy up result in users entering the funnel from different channels (first touch) vs converting from different channels (last touch)?

Choosing a control period
Before you begin any analysis you need to first choose your control period. This is the time period you will compare performance during the sales/heavy-up period against. When choosing your control period consider the following: - Choosing a time period without any significant changes to your marketing mix ( heavy-ups, new channel launched) - For sales with a longer ramp time (i.e. BFCM) - you may want to choose two control time periods (one pre-marketing heavy up and one during heavy up)

1. Impact to CPA/ROAS

Priority Questions to answer:
  • Impact to CPA/ROAS- how did CPA/ROAS change due to heavy discounting coupled with increased spend (and mitigating against diminishing returns)
  • Impact of discounting- if used different discounts across channels, did that change the improvement on CPA/ROAS of each channel?

Methodology:


Resulting Metrics:
  • % change in CPA/ROAS by channel
  • % change in CPA/ROAS relative to % change in spend

2. Impact to Channel Mix

Priority Questions to Answer
  • What was the impact to your marketing mix- were users converting from different channels?

Methodology:
  • Using buckets breakdown to look at % of overall normalized conversions
  • Identify any changes at the channel level

See Marketing Performance Report (Buckets Breakdown) for more details on this report type.

Resulting Metrics:
  • % of conversions by channel


3. Impact to Top and Bottom funnel channels


Priority Questions to Answer:
  • Did branding heavy up result in users entering the funnel from different channels (first touch) vs converting from different channels (last touch)?

Methodology:
  • Using paths view in UI to see conversions by first vs last touchpoint
  • Step-by-step guide at Path to Conversion to replicate analysis

Resulting Metrics:
  • % of conversions by channel for last touch vs first touch
  • % change in first-touch conversions relative to % change in spend

4. Impact to Path to Conversion and Time to Convert

Priority Questions to Answer:
  • How did our users’ path to conversion change- were users taking more vs less time to convert and interacting with different marketing touchpoints.

Methodology:
  • Use paths view in UI to see average time to conversion and look at any changes * Be sure to filter for new vs existing customers

Go to Path to Conversion for more detail

Resulting Metrics:
  • Avg # of days to convert
  • Avg # of marketing touchpoints
  • (Both overall and by channel position)


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