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Google Ads Lead Generation Problems: Low Lead Volume and Slow Lead Follow-up

Learn how John analyzes lead generation challenges in Google Ads and recommends ways to address them. In this clip from the Solutions 8 internal training, John addresses a client's concern with lead volume and explores various strategies. He even goes beyond Google Ads strategies and checks the client's website, leads forms, tracking, and follow-up team to check for optimization opportunities.

John also highlights the importance of working together with clients and. holding them clients accountable for handling leads effectively, especially when you did everything you could as a client manager. He also touches on why you should manage client expectations and optimize ad spend based on actual lead performance and the client's capability to follow up on leads. Listen to this episode to learn more.


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0:00 Intro

0:18 Solving Google Ads Lead Generation Problems

4:13 Focusing on what works

7:58 Aligning your marketing efforts with the capabilities of the client's team



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Transcript
John:

The answer of we're probably not getting enough or we're probably

2

:

not getting any is an unacceptable

answer that no one would ever

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hold anybody accountable to.

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Let's start there.

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Let's go and get five.

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just to give you some context, John,

basically the main concern that the

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client has is in regards to lead volume.

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I've been trying to run the

account in broad on a tcpa.

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I've also tried the account running

on exact on a max clicks And i'm all

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I also recommended them to improve

the website because they had a 12

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question form That nobody was filling

out so they made it shorter and a

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little more specific for both They're

still not happy with the volume.

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They're getting basically

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You said they're not happy with

the lead quality, but then you said

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they're not happy with the volume.

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The only problem is volume.

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Oh, okay.

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So if the only problem is volume, why not?

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Add budget, what did they say

when you suggested budgets?

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We are not spending the full budget yet.

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We haven't even reached

the full budget yet.

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And the target CPA that they're looking

to get it's between 100 and 150.

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and we're not there yet either.

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1 thing.

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I don't think we're tracking

all of the conversions.

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so they have book an appointment on the

homepage that was being tracked, right?

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Yes, correct.

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that goes to the thank you page.

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Okay.

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what about the chats?

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So I know that they used

to get a lot of chats.

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and then chats fell off and

then they fired the person

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that was supposed to fix it.

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And then the other person

became disinterested.

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And then the other person came back

and she's we just turned something

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on and that's where we're at.

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But they were getting

probably 10 chats a day.

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Yeah.

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So the web guy, I have not been

able to find a way to track.

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and the web guide said they

haven't gotten a lot lately.

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do we have access to this chat?

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we don't, but I can try to get it.

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Let's get that first.

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so the outside of that metrics that

we're going to track are things like.

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Or, we can identify that by looking

at the amount of leads that they can

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see on their end, divided by spend.

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So what we're going to do is,

unfortunately, we have to teach

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lead generation clients how to be

good business people, which means

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if we see 10 chats coming in and

3 are ignored and 2 are late 2 are

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actually good and that kind of stuff.

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What we have to ask is, hey,

you're spending 150 cost, maybe

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less, not about 100 cost per chat.

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And those are not going anywhere.

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I guarantee you if the tech person's

ah, we're probably not getting a lot.

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Like they don't know

that's not a viable answer.

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imagine them paying us and say,

Hey, how's Google ads doing?

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And we're like, that's probably

not, you're probably getting good.

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Like that's the same answer.

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We wouldn't be held accountable to it.

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We should not hold other

people accountable to that.

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We have a higher standard.

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So let's work on getting

access to the chats.

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That was also something that

did really well for them.

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There was tons of it.

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Most of them were chats.

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now we haven't tracked it for probably

a year, but the person that I was

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doing business with, Callie at the

time, there are many variations of

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passages of lorem ipsum available.

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The majority of suffered

by injected humor.

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we got to make sure that they can

update their site to this lorem ipsum.

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default text, just as a side note,

let's let him know about that.

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but the point in time that we

have to measure is the leads

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that they see on their side.

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not what's in Google ads, because

I think Google ads were close.

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if we tracked chats in the last 30 days.

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we're within goal at 162.

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And this is just a lead the calls on

my call tracking and calls from ads.

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just so everyone's clear.

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What is the cost per lead goal?

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100 to 150.

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Okay.

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they're wanting to see 100 to 150

inside the Google Ads dashboard

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or in total business metrics.

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What I've been trying to do is,

since they have not been picking up

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the phone sometimes in call tracking

metrics, I've been like using that

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hey, you're having these calls, you're

not picking them up, they're not

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going to be transferred to Google Ads,

therefore they won't show up here.

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So in the last call that I had with

them, I like just grabbed all the

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data from both the forms, and the

calls and just do like a blended CPA.

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so they're not necessarily looking

at Google ads right now, but

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I'm just trying to anticipate to

anything that they may come up with.

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we'd have to measure their back end.

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so what we want to do is we want

to hop into their tool and say,

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here's my chats phone calls.

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Whether they answered it or not and

leads, and then say, by the way, the

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difference between the cost per lead

that we're generating and the cost

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per contacted lead is 50 percent off.

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You're not answering your calls.

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You're not answering your chats,

because right now what they're doing is

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they're saying my business is failing,

so let's cure it with more traffic and

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that's what they're trying to account

for is they won't look at necessarily.

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Themselves.

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Cause like you said, they're not

answering every phone call, but what

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they want us to do is deliver more

phone calls that they won't answer,

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which is not going to affect the metric.

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They're trying to hold us

accountable to, which is NF CPA.

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And that's why NF CPA doesn't work.

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That's why NF metrics fail every time.

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So what we have to do is

gain access to more than they

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want to us to give access to.

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And our reasoning is I can't help

you unless I know where the fail

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points are and the answer of.

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We're probably not getting enough

or probably not getting any is an

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unacceptable answer that no one would

ever hold anybody accountable to.

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the 1st thing is can never look at an app.

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An app does not mean anything.

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we have to look at what is actually

landing because their sales team.

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If they're good, you win.

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If they're bad, you fail Dean.

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So you have to hold them accountable

before they hold you accountable first.

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I think that's a really good idea

to have those two data points, John.

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Like I've never thought to do that.

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You show them the cost per lead of

answer calls and the cost per lead

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total and say look, like you're

making your own cost per conversion

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go way up by not answering calls.

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Yeah.

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And if you add money to this,

it just becomes more expensive

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as your team will not.

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Get better.

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They especially will not scale and

efficiency with more dollars that I put

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into the way that I would say this too,

is most of the time for me, I have a real

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harsh way that I deal with clients, I will

say, Hey, I think we're not the right fit.

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You're going to fire me based on

your team's Inability to contact

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the leads that I'm delivering and my

reputation means more to me than what

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your business apparently means to you.

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So I usually have a real hard, fast line

in the sand, but the way that I manage

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it is I hop into only the backend clients

and I say, what happened with these leads?

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And when they go, now they're

flipping everything around.

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They start to look at

their internal teams.

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So what I would say, Dean is a good idea

to say, I'd like actually like to decrease

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costs because I am outpacing your team.

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They're not contacting the calls.

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They're not contacting the chats.

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And if you're asking me to fix Google

because your team isn't answering the

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calls, we're going to make this worse.

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This can be more expensive.

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We need to actually back down the spend

to what your team can handle, because

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it seems that we may have a staffing

or operations issue based on these

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facts, This is how many leads generated.

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There's something leads for contact.

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And some of my chats came in and

some of my chats went unanswered.

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Took two to three minutes for

people to answer the chat.

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You can see that they went dormant

by there and weren't responding back.

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The people that are landing in the inbox.

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If the people that are landing in the

CRM are not being contacted and they're

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one back button away from three of your

competitors, all those things that are

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the reasons we will live and die by

how proficient their sales team is.

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And we're outpacing their sales team.

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And you're asking us to

outpace them further.

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I do not think that's a good

business decision for you.

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This is client management gold, everybody.

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if anyone has any lead gen clients

who are asking for more lead quality,

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like this is such a good strategy.

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Cool.

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So let's start there

and let's bring it back.

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Thank you, John.

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I will do that.

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I think I flip it last time.

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So I don't think they're blaming

us right now because I show her 50

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percent of calls not being answered

and in each call costing them 100.

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they said bad things, but not

about us, just about their team.

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I will try to get access to

the other, like the live chat

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and see what else we can do.

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Thank you.

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Sounds good.

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John, can I say the slightest caveat?

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Yeah, First of all, first time

caller, long time listener and

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agree with everything you're saying.

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Thanks for being on the show.

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Colby.

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Yeah.

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Thanks.

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Thanks for having me.

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Always looking at the end number what

are we actually trying to don't live

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in an app But will you agree that?

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Once you're looking at things properly

you can use an app just as your baseline

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like, you know These numbers aren't

real But, if I'm moving something in

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this direction, say you have a CPQL or

something, and it's you decreased it

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in app, and then you go and verify that

you've decreased it somewhere else.

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Do you still use that indication or

do you solely just look non in app?

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Do you know what I'm saying?

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What I'll do is I'll use the

backend metrics and then draw

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a correlation between what the

front end metrics look like and

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find the Delta of the attribution.

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There.

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So for my other little

company travel, it's 50%.

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I tracked 50 percent of

every e commerce sale in app.

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And I'm the only one running any

sort of marketing for my own company.

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So I see 50 percent of the data

this last week though, it was 40%.

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a 4, 000 in revenue.

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And I actually made like 10.

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So what I will do is draw a correlation

of, okay, a 180 percent TROAS and 180

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percent ROAS goal instead of Google ads

will give me a four and I make sure that

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Delta is not increasing or decreasing.

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So I'll know how to maintain my

attributed metrics in order to

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influence my backend metrics.

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Yeah, perfect.

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Okay.

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But every client will be different.

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It just depends on their sales cycle and

how much their site is, their site speed

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actually affects more than anything else.

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Regina was talking about

site speed the other day.

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you hit a thank you page, how fast

do you usually leave that thank

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you page after you place an order?

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Zoom.

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Now, how many seconds does

that page take to load?

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they say Dom ready?

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just know because I've had

it's not firing quick enough.

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You're not going to even record that.

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And if it doesn't go through all of the

tags and firing the conversion tag on

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that page, Google says nothing happened.

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So your site speed on the thank

you page and how fast those

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people leave will depend on.

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If you're in a metrics or even trending

in the right direction, or if some

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people start to leave faster or

slower, your ROAS goes up and down.

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All right.

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