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Discover your most valuable referral sources for target marketing

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If you don’t already store marketing acquisition source information in your database, take a look at my colleague Chris’ blog on how to do that here.

With RJMetrics, it is easy to segment your revenue and user data by acquisition source. This will allow you to find your best performing channels. We all have limited marketing budgets, so let’s invest it wisely.

In this blog, we will explore some of the reports that will help you uncover your most valuable marketing channels.

I. The “new users by sources” report shows you the number of newly registered users over time by different acquisition sources. This allows you to track the performance of referral sources in acquiring new registered users.

How to create this report in RJMetrics’ chart wizard:

Step 1: Choose the “new users” trend
Step 2: Look at a moving range of the past year, with monthly intervals
Step 3: Choose the user’s acquisition source as a category
Step 4: N/A
Step 5: Show a “column chart (stacked)” chart over a standard perspective.

(* You may also clone the existing “new users” chart and simply segment by acquisition source in step 3 of the new chart)

II. The “lifetime revenue cohorts – user source” report shows the revenue over time limited to a specific user acquisition source. This allows you to see whether users acquired from a particular source spend more with you over their lifetime than another group of users.

You can replicate this report for many user referral sources and compare them side by side to discover which source generates the highest lifetime revenue fastest.

How to create this report in RJMetrics’ chart wizard:

Step 1: Choose the “revenue” trend (other trends or metrics you can analyze from a cohort perspective include “average order value” and “number of orders” or “events”).
Step 2: Choose to perform a cohort analysis based on user’s creation date or 1st order date.
Step 3: Choose your cohorts for this analysis.
Step 4: Restriction to one acquisition source, e.g. “user’s acquisition source = direct traffic.”
Step 5: Set the perspective to “cumulative average value per cohort member,” which will divide the trend or metrics (i.e. cumulative revenue) by the number of people in each cohort to return average lifetime revenue per member.

(* You may also clone the existing lifetime revenue chart and add a restriction for acquisition source in Step 4 of the new chart.)

III. The “AOV by user sources” report shows the average order value over time segmented by user sources. This allows you to track whether users acquired from a particular source spend more per order than another group.

How to create this report in RJMetrics’ chart wizard:

Step 1: Choose the “average order value” trend.
Step 2: Look at a moving range of the past year, with monthly intervals.
Step 3: Choose the user’s acquisition source as a category.
Step 4: N/A
Step 5: Show a “column chart, multi-series (2D)” chart over a standard perspective.

(* You may also clone the existing average order value chart and simply segment by acquisition source in step 3 of the new chart.)

IV. The “revenue by user registration date and sources” report shows the revenue over time segmented by user sources. This allows you to identify whether users from a particular source generates more or less of your overall revenue.

How to create this report in RJMetrics’ chart wizard:

Step 1: Choose the “revenue” trend.
Step 2: Look at a moving range of the past year, with monthly intervals.
Step 3: Choose the user’s acquisition source as a category.
Step 4: N/A
Step 5: Show a “column chart (stacked)” chart over a standard perspective.

(* You may also clone the existing revenue chart and simply segment by acquisition source in step 3 of the new chart.)

V. The “repeat orders by user sources” report shows the number of repeat orders over time segmented by user sources. This allows you to identify whether users from a particular source make more or less repeat purchases.

How to create this report in RJMetrics’ chart wizard:

Step 1: Choose the “number of orders” trend.
Step 2: Look at a moving range of the past year, with monthly intervals.
Step 3: Choose the user’s acquisition source as a category.
Step 4: Add a restriction for “user’s order number > 1” to only account for non first time orders.
Step 5: Show a “column chart (stacked)” chart over a standard perspective.

(* You may also clone the existing number of repeat orders chart and simply segment by acquisition source in step 3 of the new chart)

Need help creating some of these reports or want to perform even deeper analysis? Contact your RJMetrics analysts today through “help” -> “contact support” from your dashboard.


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