Google Ads Data Demystified: Measure the Success of Your Campaigns Accurately

JOHN: 00:00:11

And that's what's really interesting about this, whole measurement thing, is

JOHN: 00:00:14

anytime that you know as a good marketer that you're not gonna track all the

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conversions because of this campaign.

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You have to look elsewhere.

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You have to look at the overview of everything.

JOHN: 00:00:25

But the next thing I'm gonna show you is actually our account.

JOHN: 00:00:27

And if you look at solutions eight, I look like the worst as manager in the world.

JOHN: 00:00:32

So people that clicked on the ad to watch more that have navigated

JOHN: 00:00:36

back to my website are five.

JOHN: 00:00:38

There's probably about 25, so I'm, missing five x.

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So talking about diagnosing supplementary campaigns and how they

JOHN: 00:00:51

actually have an effect the overall account structure and performance.

JOHN: 00:00:57

, not even account, just really , the company, , , the business.

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Google does a good job at tracking its own conversions when they're based on clicks.

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They do a poor job when it's based on influencing a market

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to take an action that's not clicking on that ad that they saw.

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And you've seen this everywhere.

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You'll see this in YouTube, you'll see it in G S P, which

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is now part of Performance Max.

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But discover campaigns, display campaigns, and it's kind of uncanny

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when you're looking at the differences between, , just the overall account.

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, like let's say an analytics was tracking all of the conversions where it's tracking

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all of the, conversions from direct and email and, , social and referral.

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And when you look at all of that, , it's an m e r.

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So as long as the m e r, which is a media efficiency ratio, which all

JOHN: 00:01:42

cash in, all cash out, which means how much did we spend on all advertising

JOHN: 00:01:46

and how much did we get back, that's truly the best way to look at an.

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It's, something that is, paramount to the success of any business where it's okay

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to have campaigns that are running at low row as, or only getting a one x return.

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There's a company that I actually spoke to yesterday that I'm speaking

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to next week, that developed an AI tool to give you a predictive LTB on

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a specific type of client because.

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Usually you're getting like a 0.8 or one x return, but they know that the

JOHN: 00:02:12

LTV of that specific type of client is gonna turn into a 2.2, and that's

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what , they're safe with, but they don't wanna spend four months to identify

JOHN: 00:02:19

if that's actually gonna come true.

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We have a bit of . . that.

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. that in our, just baseline knowledge in our mind that yeah, if you run heavy

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YouTube, YouTube's gonna look like it's terrible conversions, but actually

JOHN: 00:02:29

it's working really, really well.

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And it all has to do with how you're measuring the campaign, , and how

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Google is measuring the campaign.

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Cuz those are gonna be two different things.

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And that's what we're gonna be discussing today.

JOHN: 00:02:39

, this is a part, , that we'll have to actually.

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, \ because it's, if this goes on YouTube, but it's a pretty important thing to identify.

JOHN: 00:02:46

There was a client that we launched a, let me just make sure, , but

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this is actually, , one that Regina and I work on, , Regina mostly.

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And then I've just been roped in recently for a Pmax test.

JOHN: 00:02:56

Now, this is the last 30 days of our Performance Max campaign and performance

JOHN: 00:03:01

Max did a poor job at, necessarily, , getting good amount of conversions.

JOHN: 00:03:05

But what we're not gonna see is the.

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Amount of ancillary.

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Marketing that's not attributed to clicks that can move a needle.

JOHN: 00:03:13

So , this campaign ran for, , it was about three weeks, spent two

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grand, had 13 conversions, tracked and had $1,700 in conversion value.

JOHN: 00:03:22

But there was 25,000 people that saw.

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And there's 1700 clicks that are not all going to be attributed to this campaign.

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And during the time that we turned it on compared to the previous period,

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there was a 23% increase in the conversions, and direct channel went

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up by 14% in, in terms of, , revenue.

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The referral channel went up by 8%.

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The pay search went up by 118%, but it's only a thousand, 2300, but

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it did double the amount of sales.

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Organic search state about the same, affiliate state.

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About the same.

JOHN: 00:03:54

Now this campaign was shut off on the, , 14th or 13th.

JOHN: 00:03:58

Really?

JOHN: 00:03:58

So 14th, 13th.

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So if we wanna look at, let's say this next week compared to the previous period,

JOHN: 00:04:03

the 15th versus the last week, we see that, I think I might have a day off.

JOHN: 00:04:07

Cause I think there was a conversion that might have been tracked.

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So now we see after it's been shut off, traffic is down across the.

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and the revenue is down across the board.

JOHN: 00:04:15

Now, the transactions actually did increase, but it's a different

JOHN: 00:04:18

potentially type of user.

JOHN: 00:04:19

I'm not sure.

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I'm looking at only revenue in and out.

JOHN: 00:04:22

So you look at the direct that went up.

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Now it's down by 13%, referrals down by 32%.

JOHN: 00:04:27

The organic search is down by 50%, and our paid search is down 82% Now, I'm not

JOHN: 00:04:33

a, a mathematician, but this is probably, if I'm tracking revenue, a bad idea to,

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to shut it off and then look recently and saying, oh, this really isn't working.

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It's technically shut off, I think on the 14th, , where that revenue here is down

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31% and we see, fairly large decreases.

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Now, the referral channel here, that went down by 38.

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in terms of revenue and I'm just looking at before and after.

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. That's all we can do with M mer.

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All cash in.

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All cash out.

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The, , revenue still was on their own website, so it's not like people

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googling things and coming in from other areas, which will sometimes happen.

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, previous companies that theirs had pairing companies of theirs or even

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people that are Googling things like free e-commerce, things like, this

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company coupon code, which you'll sometimes see in referral, the more out.

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YouTube you do.

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A lot of times you'll see inbound searches for scam coupon code reviews.

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You get people that are in their purchase decision and they're

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starting to look around to say, am I actually gonna buy this?

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I've never heard of this company.

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It's the first time I'm seeing them.

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Am I gonna immediately see a YouTube bag, click on it and buy something

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and be like, my life is complete.

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No, people don't operate that way.

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We need to have trust.

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We earned first, and then I will come back, however, which way

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I may please and then convert.

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So we're looking at the all cash in all cash out model.

JOHN: 00:05:41

The MER is truly the only thing that we can really tie.

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, really time performance to.

JOHN: 00:05:46

Now, this is not necessarily just the first model, but the next thing I'm

JOHN: 00:05:49

gonna show you is actually our account.

JOHN: 00:05:51

And if you look at Solutions eight, I look like the worst as manager in the world.

JOHN: 00:05:56

, I would look really, really terrible if I, if I was me and I was looking at my

JOHN: 00:06:00

accountant, I didn't know any better.

JOHN: 00:06:01

I'd fire me as an agency first, solutions eight.

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I wouldn't know Submarket anymore.

JOHN: 00:06:05

I'll share with you the reason why, , let me just pull this up here in analytics,

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, and we'll be able to see a real.

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effect.

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Now, this is going to be much harder when you're talking

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about omnichannel performance.

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When I see by omnichannel performance, what I mean by that is

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when you're looking at, everything in a silo, it's easy to identify.

JOHN: 00:06:25

We did one thing, we turned it on, we turned it off.

JOHN: 00:06:28

What we're going to have to get really good at is a good client

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communication, but also we turn this on.

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What happened to Facebook?

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What happened to.

JOHN: 00:06:36

Instagram, what happened to TikTok Snapchat?

JOHN: 00:06:38

What did you email a bunch?

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Did you run a sale?

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Is it seasonality?

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How is it compared to last year?

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You'll need to rule out all the variables and get yourself into a

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really good control group knowing that you can tie that back to the

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the changes that you are making.

JOHN: 00:06:53

NorAm does this fairly well, , on a click basis, not so well on a view

JOHN: 00:06:57

basis just yet because it's having a little bit of trouble identifying

JOHN: 00:07:01

Pmax Lift and even YouTube, Lyft.

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But for the most part it's fairly accurate when you're talking about the clicks.

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And then you can look at the conversion path and verify that.

JOHN: 00:07:09

So I'll talk into about how it tracks and then we'll talk into some,

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some real life scenarios about what we did and what we were watching.

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So, , I'm gonna hop into the solutions eight, uh, analytics,

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and just gimme one moment.

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I'll share.

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This is our YouTube, , campaign.

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Now, in our YouTube campaign, it looks like I have a cost

JOHN: 00:07:27

per conversion of 3,739.

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If this was anybody talking to a client, that would be a , very difficult

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conversation to say, yeah, let's continue to spend $3,000 a day on this campaign.

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Very difficult.

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Now, we noticed that on July 18th we started our campaign.

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We see the conversions.

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They're fairly consistent.

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, , there's some highs and lows and everything like that.

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This is, , , good evidence, flow of normal, consistent results

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as we test, add, copy, and open, creative, and all the good stuff.

JOHN: 00:07:53

Now, a $3,739 cost per conversion, again, I would fire, you're paying $3,800 a.

JOHN: 00:08:01

For a company that does Google ads on and we're running a

JOHN: 00:08:05

YouTube campaign, that's bad.

JOHN: 00:08:06

Now, when you look at the backend of analytics since the time that we

JOHN: 00:08:08

started, you can see that these are the goals that analytics are are showing.

JOHN: 00:08:12

We're not running a brand campaign.

JOHN: 00:08:13

The only thing we're running is . YouTube remarketing, display, remarketing.

JOHN: 00:08:17

That's it.

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Our driver is simply just YouTube that's always spend our money on, and I

JOHN: 00:08:22

don't even send YouTube traffic to our.

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I send YouTube traffic to our YouTube channel.

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They come to our site on their own accord.

JOHN: 00:08:29

So when you're looking at action plans and when you're looking at contactless

JOHN: 00:08:32

pages going from 92 up to 183, that doesn't just necessarily happen.

JOHN: 00:08:36

Closed deals went from six to 11.

JOHN: 00:08:38

The action plans went from 132 to 174.

JOHN: 00:08:41

We're looking at some, the estimates requested 26 to 31.

JOHN: 00:08:44

This is how I'm marketing it alongside of our Slack channel.

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Our Slack channel has a sales channel in it.

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We know what's nice about having the sales channel in this is we can

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actually identify the way that people are, , finding us based on what they're

JOHN: 00:08:57

filling out on the, Slack channel here.

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Here's a lead here.

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How'd you hear about YouTube?

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This one's Google.

JOHN: 00:09:03

it's spoke here.

JOHN: 00:09:04

How'd you hear about?

JOHN: 00:09:06

, we got a couple more leads that I can't tell where they came from.

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, so let's just see what it says.

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How did you hear about us?

JOHN: 00:09:11

, so I'm sorry, we're getting some leads here.

JOHN: 00:09:13

How did you hear about us YouTube?

JOHN: 00:09:16

, this one, they heard about us on Google, but it could be organic.

JOHN: 00:09:19

, when you look at the sales channel and say, how did you hear about us YouTube

JOHN: 00:09:21

here, 10, 50,000, , how to hear of us?

JOHN: 00:09:23

Five, 10,000.

JOHN: 00:09:24

YouTube.

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Obviously there's a theme here.

JOHN: 00:09:26

that person heard of us from a podcast.

JOHN: 00:09:29

Next one.

JOHN: 00:09:29

How did you hear about us?

JOHN: 00:09:30

We even see that the source is YouTube organic and they went to

JOHN: 00:09:32

the performance Max just stumbled across your YouTube video where

JOHN: 00:09:35

John talks about GM C suspensions.

JOHN: 00:09:37

Okay.

JOHN: 00:09:38

How'd you hear about YouTube?

JOHN: 00:09:38

Again, this is just in the last five days.

JOHN: 00:09:41

Just last five days, we see what like seven or eight

JOHN: 00:09:44

leads, , in the past five days.

JOHN: 00:09:46

Now, if we look instead of Google in the last, oops, let's

JOHN: 00:09:48

see, , last five days I've tracked.

JOHN: 00:09:51

Two conversions, and I haven't even gone back to the last five days.

JOHN: 00:09:54

I haven't even finished.

JOHN: 00:09:55

There's probably a couple more leads here.

JOHN: 00:09:56

So what's interesting is I'm seeing a lot less conversions inside of Google Ads than

JOHN: 00:10:01

I am inside of my analytics or even the Slack channel with proof of then on the

JOHN: 00:10:06

leads own accord, saying, sorry, YouTube channel, how to hear about YouTube.

JOHN: 00:10:09

YouTube isn't the first selection on our dropdown.

JOHN: 00:10:11

The first selection is Google, then it goes YouTube.

JOHN: 00:10:14

So they have to physically click the button, go down to

JOHN: 00:10:16

rows, and then click YouTube.

JOHN: 00:10:17

So I know this is.

JOHN: 00:10:18

But Google is not tracking well at all like this.

JOHN: 00:10:22

There's, and there's more conversions that are coming in that we had to skip like

JOHN: 00:10:26

probably six or seven conversions because there were different type of conversions

JOHN: 00:10:28

they filled out our contact us for.

JOHN: 00:10:30

I don't believe that people are just, you know, finding us randomly and, converting.

JOHN: 00:10:35

, and Mike, you're and Gabby, you're here right now.

JOHN: 00:10:37

Yes.

JOHN: 00:10:37

Yes.

JOHN: 00:10:37

I'm here . Okay.

JOHN: 00:10:40

Of the last week.

JOHN: 00:10:41

, sorry.

JOHN: 00:10:41

Yeah.

JOHN: 00:10:42

Off the top.

JOHN: 00:10:43

Yep, no worries.

JOHN: 00:10:44

Off the last week, just off the top of your head, how many leads came in and

JOHN: 00:10:48

how many could we identified YouTube.

JOHN: 00:10:50

Just, you know, and not holding your feet to the fire for an exact

JOHN: 00:10:52

number, but it's like ten two.

JOHN: 00:10:54

this week was kind of a low week, so not much of our clients, but almost all of

JOHN: 00:11:00

our live generally come through YouTube, which probably could be around like.

JOHN: 00:11:05

Even in a week, like 26, we can get 26 clients that come from YouTube.

JOHN: 00:11:10

But this week was particularly low.

JOHN: 00:11:12

. Yeah.

JOHN: 00:11:12

This week was definitely a lower week for sure.

JOHN: 00:11:14

, but we confirm verbally with them too, John.

JOHN: 00:11:17

And they're all YouTube and a lot of 'em referenced specific ads nowadays too, so.

JOHN: 00:11:22

Right.

JOHN: 00:11:23

So in the last 14 days, , was there 4.8 leads that came from YouTube?

JOHN: 00:11:28

About five leads in the last two weeks, much.

JOHN: 00:11:30

That's, , exactly what this topic's about.

JOHN: 00:11:32

We know that those campaigns, the people that clicked on the ad to

JOHN: 00:11:36

watch more that navigated back to my website are five leads.

JOHN: 00:11:40

There's probably about 25.

JOHN: 00:11:42

So I'm, missing five x now.

JOHN: 00:11:44

This is also Performance Max.

JOHN: 00:11:47

Performance Max has YouTube built in.

JOHN: 00:11:49

It has Discover built in.

JOHN: 00:11:50

It has G S P built in, it has display built in.

JOHN: 00:11:53

It has remarketing on those channels, also built in.

JOHN: 00:11:56

But then we measure performance Max on, well, did they click on the shopping

JOHN: 00:11:59

or does they click on the search?

JOHN: 00:12:00

And it's an inaccurate way to measure it.

JOHN: 00:12:02

, we already know that , the campaign, you can look in a

JOHN: 00:12:05

segment by, , Adam and typing.

JOHN: 00:12:07

You can see that those have other view with truda conversions, but

JOHN: 00:12:10

they're not captured all the way.

JOHN: 00:12:11

There's still a lot missing.

JOHN: 00:12:13

So when you're looking at supplementary campaigns, in order to

JOHN: 00:12:16

help change over the, performance and the overall me r there's a

JOHN: 00:12:21

few things that we could look at.

JOHN: 00:12:23

There's a few apps that we could.

JOHN: 00:12:25

and I, I wish I had my one app, but the one app that I had

JOHN: 00:12:28

that I was gonna present today, expired yesterday from a client.

JOHN: 00:12:30

, they kept on a free trial version and they haven't updated it yet,

JOHN: 00:12:33

so I can't go back the 90 days like I really, really wanted to.

JOHN: 00:12:35

But long story short, , and you're just gonna have to trust me on this one.

JOHN: 00:12:38

I ran a test for a client that was a feed only upgraded from Smart Shopping p m

JOHN: 00:12:45

Max campaign at $500 a day and a YouTube campaign that was running at $500 a day.

JOHN: 00:12:50

I tracked probably about one quarter of the conversions that actually had a lift.

JOHN: 00:12:55

, what this, and I'll, , started this test on the 27th and went to the 17th,

JOHN: 00:13:03

16th, so from the 27th through the 16th.

JOHN: 00:13:06

27th, , half on the 17th, so let's just call it 17.

JOHN: 00:13:10

, there was a 66% increase in total sales.

JOHN: 00:13:13

New customers went down, returning customer rate went down by 19% they

JOHN: 00:13:18

were at 83 when we first started this before even performance

JOHN: 00:13:22

bags before this test as well.

JOHN: 00:13:23

They're at 83.

JOHN: 00:13:24

We got that down to 60 with an increase of their online store

JOHN: 00:13:28

by 66% total order set up 40%.

JOHN: 00:13:32

Sales attributed to marketing.

JOHN: 00:13:33

38%.

JOHN: 00:13:34

We can see YouTube was at now 1100.

JOHN: 00:13:38

Facebook's still at 3,800, but that didn't change.

JOHN: 00:13:39

There was a 1% change in sessions from Facebook.

JOHN: 00:13:42

That's what's really interesting about this is Facebook had a 1% change and

JOHN: 00:13:48

YouTube is a thing that started, we, we started with YouTube and pax, and there's

JOHN: 00:13:51

a large movement of this Neil here.

JOHN: 00:13:54

I don't have the buy the numbers app.

JOHN: 00:13:56

I wish I did.

JOHN: 00:13:57

, we had it expired.

JOHN: 00:13:58

I don't think that the gentleman, , has updated it yet, unfortunately,

JOHN: 00:14:01

so I can't go back to 90 days.

JOHN: 00:14:03

I go on back seven, so it's not really great.

JOHN: 00:14:05

, it's not really great, , test.

JOHN: 00:14:07

But he didn't change anything in, Facebook.

JOHN: 00:14:10

Right now, we're still in the last three days, same exact 0.5, like

JOHN: 00:14:13

, we're really running really well.

JOHN: 00:14:16

I stopped YouTube though on Monday.

JOHN: 00:14:18

So I stopped YouTube on Monday.

JOHN: 00:14:19

I let feed only P max go.

JOHN: 00:14:20

So we have the same amount of total sales, but that's cuz our

JOHN: 00:14:24

recharge subscriptions were good.

JOHN: 00:14:25

Facebook went up 783%.

JOHN: 00:14:27

The online store actually went down 11%.

JOHN: 00:14:29

My returning customer rate popped up 36%.

JOHN: 00:14:32

My sessions went down 20%.

JOHN: 00:14:34

My total orders went down 14%.

JOHN: 00:14:36

, the sales attributed marketing, cuz they also run email went up to 220.

JOHN: 00:14:39

But you can see YouTube had a 45% reduction this last week, and I

JOHN: 00:14:43

lost 40, 11%, , of my online store.

JOHN: 00:14:45

Everything else has been the same.

JOHN: 00:14:47

I shut off YouTube three days ago and we're starting to see this, this

JOHN: 00:14:50

downturn starting to happen when I was up 63% during this time period.

JOHN: 00:14:54

Google says, I'm, horrible.

JOHN: 00:14:56

Google says, this is terrible.

JOHN: 00:14:57

Like nothing's working in here.

JOHN: 00:14:58

Your YouTube conversions are costing you $800.

JOHN: 00:15:01

your PAX feed only campaign is nice said a hundred dollars cpa, so

JOHN: 00:15:04

that's running really, really well.

JOHN: 00:15:05

But your YouTube campaign's terrible.

JOHN: 00:15:06

YouTube is not working at all.

JOHN: 00:15:08

And that's what's really interesting about this, whole measurement thing,

JOHN: 00:15:10

is anytime that you know, as a good marketer that you're not gonna track

JOHN: 00:15:14

all the conversions because of this campaign, you have to look elsewhere.

JOHN: 00:15:17

You have to look at the overview of everything.

JOHN: 00:15:21

That's very, very difficult to do, especially when Pmax becomes

JOHN: 00:15:23

larger and larger and larger.

JOHN: 00:15:25

PM M Max doesn't get view attribution data in nor Beam.

JOHN: 00:15:27

It doesn't.

JOHN: 00:15:27

So if you look at Pmax and do click views in Nor Beam, it doesn't give

JOHN: 00:15:30

you any additional conversions, even though Google shows.

JOHN: 00:15:33

Yep.

JOHN: 00:15:33

We had 27 people last week that saw the ad monitor 10 seconds and

JOHN: 00:15:36

they converted without touching it.

JOHN: 00:15:38

Clicks and clicks and views on NorAm does not change.

JOHN: 00:15:40

So we can't rely on Norby for this data.

JOHN: 00:15:42

This has to come from good marketers and you have to know if you run.

JOHN: 00:15:47

Find where it's converting.

JOHN: 00:15:49

Are we getting more email signups, checking the analytics

JOHN: 00:15:52

goals regardless of source?

JOHN: 00:15:55

Are we getting more direct and organic and referral lifts like we were with

JOHN: 00:15:59

the other company that I shared with you at the first example, we saw everything

JOHN: 00:16:02

kind of moving up to our, spend and our revenue instead of the paid as

JOHN: 00:16:05

channel and analytics only went up by like 20%, but we, 50 and 60% elsewhere.

JOHN: 00:16:11

Client also ran a direct mail campaign at the same time.

JOHN: 00:16:14

but you don't get direct business from direct mail.

JOHN: 00:16:16

No one types that website.

JOHN: 00:16:17

You URL directly.

JOHN: 00:16:18

They usually do the Google search for a brand name.

JOHN: 00:16:19

That's just kind of a consistency.

JOHN: 00:16:21

So when we're looking at this here, it's very hard to sell a client on,

JOHN: 00:16:25

Hey, trust me that that high CPA that you're seeing in YouTube, that's fine.

JOHN: 00:16:29

You're, you're okay.

JOHN: 00:16:30

Don't worry about it.

JOHN: 00:16:31

, very difficult to do.

JOHN: 00:16:32

It's very good.

JOHN: 00:16:33

Difficult to tell the client that they had a.

JOHN: 00:16:35

$562 cost per conversion, even though they, this account's never

JOHN: 00:16:39

been under 200 in the last three months out of the feed only.

JOHN: 00:16:42

I'm feeding it my own data.

JOHN: 00:16:43

Even the brand's at 193, I'm mean cheaper conversions on my remarketing

JOHN: 00:16:47

for my YouTube channel than I am.

JOHN: 00:16:48

I'm getting a branded conversion, which doesn't happen.

JOHN: 00:16:50

So that's what's really interesting is when we're looking at the

JOHN: 00:16:53

different campaigns, we have to measure it accordingly.

JOHN: 00:16:56

so far is there any, questions?

JOHN: 00:16:58

Cuz this is like, it's, nebulous, but it's more of like the tools box

JOHN: 00:17:03

in order to identify where to start to look at the overall effects.

JOHN: 00:17:07

okay.

JOHN: 00:17:07

Oh, I guess he, Katie, which app would you use in Shopify for this?

JOHN: 00:17:12

Caden, , I, that was like 10 minutes ago.

JOHN: 00:17:15

So what question was that about?

JOHN: 00:17:16

I'm sorry.

JOHN: 00:17:17

That was mainly just for the, , like people like the survey at the end,

JOHN: 00:17:20

you know, where people can say, oh, I found you on Google, or Oh, I

JOHN: 00:17:22

found you on YouTube, or whatever.

JOHN: 00:17:24

Gotcha.

JOHN: 00:17:25

Yeah.

JOHN: 00:17:25

The, uh, post-purchase survey, , that's actually one that I can pull up here.

JOHN: 00:17:29

That is something that I think that we should probably.

JOHN: 00:17:32

, look at doing more often for clients.

JOHN: 00:17:34

It's gonna be helpful because we actually had a client, , come to us and say,

JOHN: 00:17:38

Hey, did you know this is a thing?

JOHN: 00:17:40

? We ki we had a feeling, but they confirmed it.

JOHN: 00:17:43

With this, this is the, week, I guess I would do this here.

JOHN: 00:17:46

Let's say, okay, we're on the 12th, so there was 31 responses

JOHN: 00:17:51

in a post-purchase survey.

JOHN: 00:17:52

That's an email or an app?

JOHN: 00:17:55

can't remember exactly.

JOHN: 00:17:56

Either one is fine.

JOHN: 00:17:57

I don't really, I think there's is an email, but there's an

JOHN: 00:17:59

app for post purchase of like, how did you hear about us?

JOHN: 00:18:01

Same thing that Solutions eight does where it's like, how Hear about

JOHN: 00:18:03

us YouTube, out of 31 responses.

JOHN: 00:18:07

This is not all.

JOHN: 00:18:07

I think there's only like a 25% response rate.

JOHN: 00:18:10

24 of them said, I came from YouTube.

JOHN: 00:18:13

Right now YouTube has 19.56 and we looked the week before and 24 of

JOHN: 00:18:17

them that already converted out of, I don't know how many conversions

JOHN: 00:18:20

said, oh no, I saw it on YouTube.

JOHN: 00:18:22

That's a very interesting statistic.

JOHN: 00:18:25

YouTube tracked less conversions.

JOHN: 00:18:28

Then we had survey responses, which is less than the total conversion.

JOHN: 00:18:33

So one more time.

JOHN: 00:18:34

YouTube tracked less conversions than the survey responses, which is

JOHN: 00:18:37

only a fraction of all conversions.

JOHN: 00:18:39

That's big.

JOHN: 00:18:40

. That's one of the reasons why , , when the client first came to us and

JOHN: 00:18:43

said, Hey, did you know that YouTube's actually crashing it?

JOHN: 00:18:45

based on what people are saying in, in the survey, I think that happened around here

JOHN: 00:18:50

and we just started scaling up YouTube.

JOHN: 00:18:52

, it's pretty fantastic.

JOHN: 00:18:54

And 19 hundreds marketing for the win cadence.

JOHN: 00:18:56

He's pretty much right.

JOHN: 00:18:58

Trust me.

JOHN: 00:18:58

Now bell board's gonna work.

JOHN: 00:19:00

people love bell boards, . but that's what's really interesting.

JOHN: 00:19:03

So we started to scale up more and, what we did is when we looked at , , the m

JOHN: 00:19:06

e r, we actually saw that the as more and more that we put into YouTube,

JOHN: 00:19:11

YouTube showed incremental increases in MER when we looked at the whole

JOHN: 00:19:15

scenario minus . The lift that we're getting on Amazon, we had like a 2.4 me

JOHN: 00:19:19

R like, all right, just keep scaling up.

JOHN: 00:19:21

YouTube is obviously not tracking all conversions.

JOHN: 00:19:24

Maybe tracking a fifth maybe.

JOHN: 00:19:26

But when you look at the ME R of everything is they don't do any

JOHN: 00:19:28

of the marketing besides YouTube, which is why all their conversions

JOHN: 00:19:31

post-purchase surveys, say YouTube.

JOHN: 00:19:32

But when we started to scale this up, I could care less what

JOHN: 00:19:34

the conversions are on Google.

JOHN: 00:19:36

, I'm not even looking here.

JOHN: 00:19:37

As long as this doesn't fall off the map, I shouldn't see a fall off the map

JOHN: 00:19:41

on the back end of the client's website.

JOHN: 00:19:42

But when we're running YouTube, this is gonna be saved.

JOHN: 00:19:45

Display.

JOHN: 00:19:46

It's gonna be the same for Discover.

JOHN: 00:19:48

It's gonna be the same for Performance Max.

JOHN: 00:19:50

This is something that we have to look at.

JOHN: 00:19:51

If I'm spending this, what is the overall lift?

JOHN: 00:19:53

, it's becoming more and more and more the norm of how we're gonna

JOHN: 00:19:56

have to measure these campaigns.

JOHN: 00:19:58

Google, especially when the third party attribution kicks off, where

JOHN: 00:20:01

we're no longer gonna be able to see the third party cookies.

JOHN: 00:20:05

This may be the only thing that we could really mark, we just turned into like

JOHN: 00:20:07

iOS or post iOS 14.5 Facebook marketers now and be like, well, we lost 90% of

JOHN: 00:20:12

our tracking, but here's what's going on.

JOHN: 00:20:13

Like, that's gonna be a potentially scary time.

JOHN: 00:20:15

And that's why we often to get really good at ignoring clients information,

JOHN: 00:20:20

ignoring Google's information and finding out for ourselves as

JOHN: 00:20:23

good marketers, why do we run?

JOHN: 00:20:24

This is what we saw, depending upon what else was in that, media mix of, spend.