Step 4: Calculate the Metrics: Let’s Take A Look at Tukaluk
This is the fourth in the series called “Let’s Take A Look at Tukaluk”. This series of articles will apply the concepts of the Intentional Marketing System outlined in the book recently published by Joanne O'Connell and myself.
Links to the articles in this series are listed at the end of this article.
In this article, we will look at some of the metrics that can be calculated from the measures collected in the last step. Specifically, we will look at conversion rates.
Definitions
As a refresher, the definition of a measure is:
All numerical data that are a result of measuring or quantifying.
The definition of a metric is:
Numerical data are calculated from measures and are developed
to show the extent of marketing and business success. Metrics
show relationships between measures and are often ratios (having a
numerator and a denominator) associated with one or both
qualities: they may track over time, and they show proportion
to something else.
Conversion rates are one type of metric.
Three Levels and One Channel
For the time being, we will look at the measures and metrics for these levels:
Impressions
Visits
Offers (we are ignoring Prospects for now)
For each of these levels, we will use the measures for the following marketing channel:
Organic Search
Using this information we will be able to calculate the following conversion rates:
Visit Rate (visits/impressions)
Offer Rate (offers/visits)
Customer Journey
For the organic search marketing channel, the journey will look like this:
Illustration by Jeff Nelson
Behaviour for an Impression
For an impression, a person needs to have the opportunity to see an ad or a post about the company.
An impression for organic search occurs when a person does a search on a search engine and a listing for Tukaluk.ca shows up in the search results, and, the person has the opportunity to see the listing.
Note that the person does not need to click on the link. The only thing that has to occur is for the person to have the possibility of seeing the listing and the URL of Tukaluk.ca.
To mirror the customer’s journey, I did a search on Google for the phrase, “campgrounds fauquier bc”. This is the nearest town to the campground.
As you can see there are three impressions for Tukaluk for this search:
Organic listing
Facebook listing
Google Business listing
This is fantastic.
In addition, all three impressions are FREE.
Very nice.
The listing we are interested in for this article is the first one - the organic ranking of a page on the website. In this case, it is the home page that is ranking well.
There is also an impression for the Tukaluk Facebook page but we won’t count impressions here. We will use measures from Facebook to do that.
The source for Organic Search impressions is Google Search Console. There are impressions on other search engines but Google is the gorilla in the park, so we will ignore Bing, etc.
Behavior for a Visit
After the search, and an impression is generated, the next step is for the user to click on the link and go to the website. In this search, the link is to the home page so that is where the person will arrive when they get to the website. The home page looks like this:
Behavior for an Offer
Of course, we want people to visit the website. Ultimately, however, we want them to book a cabin or a campsite. As a result, the next step in the journey is for a visitor to click on “Book Cabins” or “Book Campsite”. This will take them to the next page. They have lots of options but what we want them to do is go to one or both of these pages:
We can find how many people visited these pages by using a filter in Google Analytics. See below.
Source for Measures
As you can see in the diagram a source has been identified for organic search and for each level of the model. For now, we will ignore the level of sales (green). I don’t have these measures from David Cooper yet.
Impressions come from Google Search Console.
The path is Performance \ Search Type: Web \ Date: May 1 - 30, 2024 \ Total impressions
We can get the measures for Visits from Google Analytics.
The path is Reports \ Acquisition \ Traffic Acquisition \ Set date \ Users (for each channel).
The measure for Offers comes from Google Analytics as well. However, we want to know the number of visitors who clicked on the buttons and went to the campground page (https://www.tukaluk.ca/campground/) or the cabins page (https://www.tukaluk.ca/cabins/).
To get measures from Google Analytics, we need to do a filter to find the users who visited these pages.
The filter is:
Dimension: Page path and screen class
Match Type: exactly matches
Value: /campground/ or /cabins/ or /campground or /cabins
The results are:
Calculating the Metrics: Conversion Rates
In a future article, we will look at other metrics. For now, we will focus just on conversion rates between levels. So far the measures we have for organic search are:
Impressions: 310
Visits: 262
Offers: 201
The metrics that we want are:
Visit Rate: (262/310)*100=84%
Offer Rate: (201/262)*100=76%
Quick Analysis
A visit rate of 84% and an offer rate of 76% for organic search is very very good.
Amazing.
These metrics tell us two things:
The website is ranking well on Google for searches. As a result, people are coming to the website from search engines
Most of the people who come to the website are also going one level deeper and see the offer pages
Other marketing channels are not doing as well but we will save that for another article.
List of Articles in this Series
In our first article, Step 1: Asking Important Questions, we laid the groundwork for understanding key questions before starting this project. This article followed our previous series, "10 Things I Learned from Joanne," which began with Each Level of the Model Must be Measurable.
In the second article, Step 2: Design the Model, we took a look (pun intended) at designing the customer acquisition model. This step is critical for defining the levels of the model and the marketing channels. The financial aspects of the model are implied, but not listed explicitly. We will get to this later.
In the third article, Step 3: Collect the Measures - Visits, we looked at how to find and collect the measures to add to the model.