How to determine the best advertising source of calls using CoMagic and Bitrix24

[ashammi228]

2019-08-29 Read 10 minutes
Content
Results
In some areas of e-commerce, a large number of sales are still made over the phone, not through the shopping cart. Therefore, it is very important to track the path of the customer who made the call in order to further optimize the advertising budget. Here is how the digital agency SF.RU did it.

Client
The company SF.RU is engaged in the promotion and telegram china phone number consulting of the online store of sporting goods gipersport.ru: it provides services for the management of contextual advertising, price platforms, SEO. The customer has been cooperating with the agency for 1 year.

Tasks

Create a system in which:
80% of closed deals would be broken down by source;
20% of deals would remain for direct visits and so on.

<Margarita Smirnova, leading internet marketer

Our agency is engaged in complex internet marketing focused on financial KPIs. This means that we primarily evaluate advertising by the level of DRR (share of advertising expenses) and the turnover it brought, and not just by the number of leads. As an internet marketer in the field of e-commerce, I believe that this is especially important here. Initially, this project had implemented the Bitrix24 CRM in the sales department to work with all incoming requests. We could see the total number of sales, but we did not see which advertising source this sale was associated with.

With the help of CoMagic, we determined from which source our calls come. It was important for us to see the entire funnel for two reasons:


different channels have different average bills;
Different channels have different conversion rates from leads to sales.
Many online stores in certain topics have more sales from calls than from the basket on the site. Our client gipersport.ru is just such a case. Therefore, it was very important to track the customer's path from calls.

We decided to set up integration with Bitrix24, since the sales department had already used this tool and CoMagic integration with it is quite convenient. Now we can see the path of each lead from advertising, see the real DRR of each channel and even campaign. This made it possible to distribute the advertising budget more effectively. For example, we saw that some campaigns bring leads that practically do not convert into sales.

CoMagic Products and Features
Dynamic call tracking
Integration with advertising systems Yandex.Direct and Google Ads
Integration with Bitrix24

<Ilya Khotinsky, CEO of the sports market GIPERSPORT

Initially, our lead generation process was carried out through four sources: a call, a call back, a chat, and an application on the website. Our manager could, of course, consult the client via chat, but a call was still required to complete the sale. That is, a telephone conversation is a key action in the sales funnel. In most cases, it is not so easy to find out what specific advertising the client is calling from, if we are talking about digital advertising like YAN. And “bombarding” the client with questions is a questionable decision, certainly not for our sales managers. Therefore, we enthusiastically accepted SF.RU’s proposal to set up the analytics system so that CoMagic could be used to determine the effectiveness of advertising sources.

SF.RU specialists needed to set up automatic lead creation with correct source assignment and further automatic “pulling” of this source for the created Deal (= Sales).

It was then decided to reduce the list from four possible sources of lead to two, since everyone understood that a deal could ultimately be reached in only two ways: either through an application or through a call.

Thus, it was necessary to set up the assignment of the source for the call and order on the website.


Solution
To distribute leads from calls across advertising sources, we used the CoMagic analytics system.

What was done:

An integrated Yandex.Direct advertising campaign with a pool of dynamic numbers has been set up
Other channels have static numbers connected (for example, Yandex.Market)
Integration with Bitrix24 has been configured with the transfer of UTM tags or information from the CoMagic system (for example, Bitrix24 is informed that the call currently corresponds to the SEO source in CoMagic).

After setup, each lead in Bitrix24 now has a source "Call" and "Name_of_advertising_source". For a channel with dynamic call tracking, you can see the source of the sale in Bitrix down to the keyword.

At the moment (May 2019) we can see that:

70% of all sales in Bitrix24 have a correctly identified advertising source;

30% - direct access or, for some reason, an undetermined advertising source.