An inability to track your performance metrics will leave you wondering if your ads are actually working. To truly understand your return on investment, you need to get granular.
Symmetry Massage owns a group of massage therapy clinics in Colorado. They had been running ads with a previous agency but weren’t given the tools to understand their results. They were looking to track key performance indicators (KPIs) that would better showcase return on investment.
“Return on investment (ROI) is the most important factor in a paid campaign. If you're putting money in, you need to know how much value you're getting back. It always comes down to tracking and attribution-- are you able to track and attribute all conversion points effectively, and are there any gaps in your data? That's the only way to prove your ROI.”
clicks to call
clicks to view location page
gift card ordres placed
Symmetry needed to understand their results. They wanted clear, performance-based metrics that would guide them through their future campaigns.
Once we audited their previous agency’s work, we set up goals and funnels on Google Analytics to better track their user journeys. We wanted to see where users were landing and what steps they were taking next. If people were dropping off between the landing page and the booking forms, what steps could we take to direct them to the end of the funnel?
Through conversion tracking, we discovered how many users were clicking to call, clicking on location links, calling directly, buying gift cards, and visiting the contact-us page. From there, we optimized the ads themselves based on findings from our audit.
Some examples of opportunities we found in our audit:
We spent a total of $628 to drive 362 clicks to call. All of this was possible during extremely tight American COVID-19 restrictions. Symmetry’s own longstanding success rates made our job that much easier-- they have over 500+ 5 star reviews and a reputation for doing well by their clients.
We reached out to Brandcamp to audit our previous ad agency’s work. We weren’t sure if the results were good or not and we were not receiving guidance. We are now receiving reports from our project managers that tell us how many calls we’re getting due to the ads which show us a much better case for ROI than how many impressions we were getting. There aren't enough superlatives to describe Brandcamp, they are our Marketing Superheroes!!
