First, Terrier put Google event tracking across the site and set-up a number of ‘goals’. Then, the quantity of leads was compared to the overall quality of those leads. This allowed for an attribution model to be built, telling us how much a website visitor was worth to Cobalt. Similarly, the model highlighted how much an application is worth.
These values offer a sizable insight with regards to marketing. Knowing how much a website visitor is worth allows for ad spending to be capped at a definite level. The Google event tracking ‘goals’ were associated with real life monetary value in Analytics. So, for example: A job application to Cobalt site being worth £—.
In addition to this, the new model revealed discrepancies in the reporting of candidates. We were then able to discuss the correct coding of website leads with the Cobalt team.