The Rising Importance of Ad Revenue Tracking and Real-Time Analytics

Cars. Bathroom stalls. The forehead of a willing participant. If it exists, we promise a marketer will try to put an advertisement on it, assuming they haven't already. (Quick! Check your forehead!)

Unfortunately, marketers spend copious amounts of time and money creating these campaigns and still feel like their lead generation methods are not effective.

Why is this? Some people would chalk it up to low self-esteem; however, we would argue that it's due to a lack of resources (of an analytical nature). Marketers try to reach consumers through at least 13 different channels, making it a challenge to find the link between ad sources and the leads they generate. The result is that 40 percent of marketing budgets are wasted on campaigns that don't work.

Graph showing agencies and companies worldwide that use marketing attribution, Oct. 2012To solve the mystery of where leads are coming from, 28 percent of companies and agencies are using last-click analysis, but this method has a major flaw: It only accounts for the click that led directly to the website, ignoring all other marketing touchpoints.

Marketers are wising up to this fact, and in an effort to gain deeper analysis into consumer behavior, 26 percent of advertisers have started using more advanced forms of marketing attribution. They now realize where the key to discovering the relevance of their marketing efforts lies — in the full transaction history.

Thirty-nine percent of companies are using real-time analytics to keep up with the rapid inflow of data and to tie conversions back to the exact keyword or ad source that generated leads. This allows them to identify how well their search terms are performing and to react to those results quickly before wasting money on keywords that aren't producing leads.

According to researcher Rex Briggs, 28 percent of marketers worldwide indicate that measuring attribution and interactions across channels is an important objective for their marketing analytics. As markets expand and technology continues to evolve, one fact is clear: It's critical that you track the advertising revenue each of your campaigns generates in real time.