How to Understand Each Paying Customer Journey and Find Out What Drives 99% of Revenue
E-commerce funnels used to be amongst the simplest to track. New developments in e-commerce marketing made tracking and understanding customer journeys a lot harder for many types of funnels.
Often, the lead may be first captured on a domain separate from the main store website. Or an external service can be used to capture the customer's email on the main website. Then, once a purchase eventually happens, neither the service used to run the store or traditional analytics services could attribute it to the source correctly as neither has ability to track the entire funnel.
As a result, 30-50% of purchases don't have correct source in analytics, as well as missing from the ad platforms' reports.
Many marketers see this as a natural technology limitation. It doesn't have to be this way. E-commerce sales can be tracked throughout the entire funnel: from the first interaction to the revenue.
Full life-cycle of a customer consists of the following steps:
In most implementations, Formsable uses a simplified three-stage conversion funnel map:
Understanding what website visitor resulted in a sale is a key for understanding customer journeys and making informed marketing strategy decisions.
Formsable builds a 360-degree view of each customer by tracking website visitors before they become customer. Formsable tracking script captures:
Formsable then starts to build a customer profile, by tracking all website activity and, most importantly, lead and sign up form submissions, recording personal information such as:
This allows Formsable to associate each closed won deal with the original customer source, implement first-touch attribution and understand what marketing activity brought each customer and each dollar of revenue.
Where multiple domains are used in the same funnel, Formsable is able to link activity across them as long as one of the visitor identifiers match. We recommend using Google Tag Domain Linker for this purpose.
Using Formsable allows to collect all this information without having to program a database for storing attribution details and associating them to leads and customers. Entire set-up is done by placing a small tracking code for tracking website visitors and leads.
Formsable is capable of using its customer tracking data to attribute all subsequent revenue (Purchases) to the source.
Revenue can be sent to to Formsable using one of its built-in integrations such as Clickfunnels purchase tracking, allowing to track completed purchases and attribute them to original website visits automatically.
It also supports tracking of custom conversions from proprietary apps using web hooks.
Formsable then attributes each Purchase event to the original visitor and sends Purchase events to all standard integrations such as Google Analytics, Facebook Ads Conversions API, Google Ads API etc.
This is the most popular solution, as it allows to leverage reporting capabilities of the reporting tools you're already using. Correct first-touch attribution as implemented by Formsable allows to capture of up to 24 months of LTV data attributed to the original campaign inside Google Analytics.
Formsable E-Commerce Conversion Funnel Tracking is incredibly easy to set up: