Ruler Analytics

As it's our 40th edition, we thought we'd switch it up a bit. Our recent updates are all about giving you more value and supporting your marketing measurement efforts 💪 Subscribe to get the latest industry updates, trends, and insights 📥

Below is a sample of 5 leads. These leads came back to the site—either using autofill or manual entry—and ended up converting. If we only looked at last-click models in tools like GA4, all these conversions would just show up against direct. But we know these leads didn’t just appear out of nowhere. These leads are the result of our marketing efforts. By taking a closer look at the journey, we can find out: + what channels drove activity + what pages leads looked at + how long it took them to convert + the number of touchpoints involved With this extra context, we can better understand what’s really working to drive conversions and make smarter moves to keep growing. P.S. Tracking touchpoints isn’t always straightforward. With tracking challenges and shifting user behavior—like people seeing ads but not clicking right away—it can get a bit tricky. Impression attribution modelling can be a solution, and we’ve put together a detailed guide on how it works: https://lnkd.in/eb59qEuT Enjoyed this post? Hit the 🔔 for more content like this. #GoogleAnalytics #GA4

GA4 has its share of limitations, but three of the biggest challenges are: ➡️ Data sampling ➡️ Aggregated reporting ➡️ Lack of first-party data like customer details, revenue, and actual costs GA4 has made some progress in reducing data sampling, especially with the BigQuery integration, but its reliance on aggregate data and lack of detailed first-party insights remain an issue. A first-party data platform can fill in those gaps by capturing all the missing pieces and linking your marketing data with real business outcomes. Watch to learn more, and if you found this video helpful, don’t forget to give it a 👍 #GA4 #GoogleAnalytics

🎙️ Ian Leadbetter joined Daniel Marshall on the Moneypenny podcast to discuss the complexities of measurement. They discussed: + navigating the overwhelming number of channels and touchpoints. + the disappearance of third-party cookies and its impact on tracking. + how GA4 falls short by missing key data like impressions, costs and CRM info. …and how Ruler can make sense of it all. Listen to the full episode here ➡️ https://lnkd.in/e4X35byX

Episode 2 - now live! There's nothing frosty about Ruler Analytics's Ian Leadbetter and his knowledge on attribution and marketing effectiveness. He and host Daniel Marshall chat in our brand new episode of On The Up. Click here for perfect snow day listening 👉 https://lnkd.in/ewdsGag5 #podcast #marketing #attribution #ontheup #asktheexpert

This week's newsletter has landed 📥 It features: + updates from Ruler + standout LinkedIn posts + the latest measurement news Make sure you’re subscribed to get it sent to your inbox 👇

Are you relying on in-platform ROAS as a measure of success? It may be leading you astray—find out why 👇 #PPC #Meta #Google #TikTok

Ruler provides B2B marketers with a better view of their campaign performance, filling in the gaps left by tools like GA4. Here’s what it brings to the table: + Improves attribution accuracy through first-party tracking that doesn’t rely on third-party cookies and includes unlimited lookback windows. + Brings in offline and offsite activities, like trade shows, webinars, and SDR outreach, to give marketers a more complete picture of the customer journey. + Dives deep into audience segments and uses custom filters to uncover more targeted insights—something free tools just can't offer. + Measures the influence of upper-funnel tactics, such as brand awareness and consideration campaigns, by leveraging MMM and impression modelling. + Provides forward-looking insights and forecasts the impact of budget decisions on future revenue and ROI. Watch the video to learn more 👇

You’ve probably spent hours debating with whoever manages the budget about where to spend it. Chances are they’re pushing for the majority of your budget to go towards campaigns or channels with the highest ROAS and lowest CPA—things like: + Retargeting + Brand search ads While these are important, they’re not enough to build a brand on their own. Lower-funnel campaigns only perform well because of all the groundwork laid in the upper and middle funnel, which naturally have a lower ROAS and higher CPA. Visibility is everything. You need to show how your channels and campaign—from top to bottom—work together. When that’s clear, your budget conversations will get a whole lot smoother. Hit 👍 if you found this helpful. #PPC #Meta #Google

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