PenPath

ROAS doesn’t tell you everything about how TOF campaigns are really performing... Metrics like CPC, engaged sessions, watch time, and email subscriptions show the impact of your TOF campaigns. If you’re only looking at ROAS for TOF efforts, you’re ignoring key metrics that show how interest. Look at these indicators for example: ??Low CPC and high CTR? Your paid media is resonating, but check if that traffic converts. ??High bounce rate? Your website isn’t delivering what your ad promised. Fix your landing page. ??Time on site? If users spend significant time on your page but don’t convert, they might need a retargeting strategy. ??Email sign-ups, but no sales? Your audience finds your offer valuable but isn’t ready to purchase yet. ??Add-to-cart rates? They’re showing intent, but something in the checkout progress might be stopping them. When you dig into these details, you can identify what’s working and what’s not in your TOF campaigns. E-commerce success isn’t about surface-level strategies. It’s about understanding the tiny details that move the needle. One of my favorite parts about PenPath is watching our customers feel in control of your business and data. Our platform handles all the heavy lifting and delivers clean insights. When you have all this information at your fingertips and a success team to walks you through it, so much is possible. What’s one actionable insight you struggle with? ?? Want more actionable insight ideas? Feel free to follow me. #BusinessAnalytics #ROAS #TOFCampaigns #EcommerceBusiness

When your campaigns finally hit that ROAS target you want, it's an amazing feeling. But then you need to scale. Here’s where I see e-commerce brands slip up: ?? Not tracking ad spend regularly enough → missing single day anomalies kill performance ?? Messy or missing UTMs → this adds too much friction to see what’s working and why ?? Decisions made on opinions → Not having data-backed decisions means you aren’t focusing your limited resources correctly ?? No mapped-out customer journey → You may be optimizing bottom of funnel and totally ignoring top of funnel ?? Fear of data → Many feel intimidated by data and this stops them from being more involved when they need to scale - they may only default to increasing spend which isn’t always the answer So, how can you fix this: ? Set strict budget limits and monitor spending daily ? Use structured UTMs to track every campaign & conversion ? Base decisions on data, not guesses or opinions. Shifting your process to a data-first approach will change everything… → See which campaigns are giving the best ROAS → Segment your best performers to understand exactly how much to scale → Develop forecasting models that will help you prioritize what to scale and why → Save time so you can only focus on where you’ll have the most impact Remember, data isn’t scary with the right approach and tools. Losing money is. ?? What’s been your biggest challenge when scaling ROAS? Would love to know. #DataAnalytics #AdSpend #UTMs #BusinessTips

Most eCommerce leaders look at aggregate numbers and stop there. But the real insights come when you segment. Take ROAS, for example. Seeing a 4X overall might look solid, but if you break out TOF vs. BOF, you’ll likely find BOF is driving a much higher ROAS. That’s where your real efficiency lies. For example, if your campaigns are structured like this: ? TOF (Prospecting) – [TOF] Broad - Interest-Based ? MOF (Consideration) – [MOF] Retargeting - Engaged Users ? BOF (Conversion) – [BOF] Retargeting - Cart Abandoners And you check ROAS at each level, you might see something like: TOF: 1.5X ROAS (normal for prospecting) MOF: 3.2X ROAS (engaged users) BOF: 8X+ ROAS (high intent buyers) If you only look at the blended 4X, you’re missing the bigger picture. Where should you scale? Where do you need to optimize? This is exactly why we built PenPath to make segmentation effortless. With one click, you can break down performance by TOF, MOF, and BOF—so you instantly see where to double down and where to adjust. Are your campaigns structured like this, or is everything lumped together? #ROAS #BusinessAnalytics #BOF #TOF #MOF

We've just cracked over 200 RSVPs for tomorrow's webinar. If you are an ecommerce leader, make sure you invest in yourself. Studies show that you learn better on a live webinar. Ask questions and get immediate answers. Mark your calendars and RSVP here: https://lnkd.in/egfHxmya

In our next webinar, I’m going to boil down the best practices when it comes to UTMs which is another way of saying naming your campaigns/efforts so you have relevant information to analyze. Not all campaigns or platforms are the same so I’ll also be highlighting how some of the more popular ads platforms work. You can’t improve what you don’t measure. Invest in your professional development. RSVP now, mark your calendar, and we’ll see you on the 18th! Drop a comment if there’s something related to UTMs/Naming you struggle with!

UTM nightmares! ? Spent 6 hours untangling a single campaign's data. ? Watched teammates argue over “utm_medium” vs. “utm_source”. ? Accidentally deleted a UTM spreadsheet. (Never again.) Sound familiar? I've organised the intervention. I've locked down Alex Cruz (PenPath's CEO) to fix your UTM chaos. Join MeasureMinds Group and Alex LIVE on ?????? ????, ????:???? (???? ????????) for "?????? ???????????????? ?????????? ???? ?????? ???????????????? ?????? ?????????????????? ??????????????????", – where we'll: ?? Kill UTM inconsistency with battle-tested naming rules. ?? Automate the boring stuff (so you can focus on actual marketing). ?? Secure your spot: https://lnkd.in/epMUm2fa ?? Repost to rescue your network from spreadsheet hell.

This is such a big miss… I see so many ecommerce growth teams treat UTMs as an afterthought. Campaigns named inconsistently cause so many downstream problems with data—‘June Prospecting’ in one place, ‘TOF Prospecting V2’ in another—and suddenly, your data tells five different stories. We worked with a fashion brand that was launching 50+ campaigns per quarter. Their reports were fragmented and hardly unusable. After introducing a standardized UTM (AKA Naming) framework, they finally had a reliable source of truth. What used to take hours of manual cleanup and interpretation now happens automatically, and they’ve gained the ability to shift budget mid-campaign with confidence. If your reports feel like they have dirty naming structures and could use a revamp, look at your process. I’ll share how you can turn this around in detail in our upcoming webinar. Feel free to RSVP if this speaks to you! ?? ???????? ??????????: The Ultimate Guide to UTM Tracking for eCommerce Marketers ??? ????????: Tue, Feb 18, 2025 ? ????????: 10:00 AM CST ?? ??????????: https://lnkd.in/egfHxmya?

?? ???????? ?????????????? ?????? ??????????? ??????'?? ?????? ????????. I'm bringing back the one person who can fix this: Alex Cruz (CEO of PenPath). Join Alex and me ???????? on Feb 18, 4 PM UK time, for "?????? ???????????????? ?????????? ???? ?????? ???????????????? ?????? ?????????????????? ??????????????????" – hosted by MeasureMinds Group. ????????'?? ?????? ?????? ????????: ? Is your campaign data a tangled mess? ? Do you trust your analytics? (Be honest…) ? Does your team argue over UTM rules? (We'll fix that.) ???????? ???????? ?????????????? ?????? ?????????????????????? ??????????. (1 question = 1 comment. Alex and I will answer LIVE here: https://lnkd.in/enQgUQR7 ) ?? Repost and tag a teammate drowning in UTMs. You know what they say: "?????????????? ???? ????????????".

I'll be speaking at The Ultimate Guide to UTM Tracking for eCommerce Marketers on February 18. If you'd like to sharpen your skills on this topic, I highly recommend you attend.

Here’s how a customer we work withincreased ROAS 99% with a data-led approach And how you can do the same for your brand by cutting fluff & focusing on the metrics that move the needle. These are the exact 5 steps they used: ? Track the right metrics They used PenPath’s Purchase Intent Rate (PIR) dashboard as a guiding metric. Instead of relying solely on ROAS or CVR, they analyzed customer buying signals: - Adding to cart - Begin Checkout - Site searches - Email signups ? Clean up campaign data Set up clean campaign naming conventions to make data analysis easy & actionable. Specifically making things segmented by prospecting, retargeting, and by product category. ? Optimize by funnel stage Measured PIR by source, medium, and campaign to understand baselines for each stage of the funnel to measure interest for each traffic source and by product categories. ? Focus on what’s working For TOF effort with high PIR, they scaled or kept them even when ROAS was not performing and cut the rest. For BOF, they cut any campaign with low ROAS or PIR. This is an over simplification but that was the general approach. ? Scale high-intent audiences Lastly, they used purchase intent data to created improved retargeting audiences on Google and Meta. The Results? ?? ROAS skyrocketed from 1.35x to 2.69x (+99.555) in three months ?? Ad spend increased by 243% --- with no wasted dollars Pro Tip: Map your customer journey with intent-driven metrics. Focus on actions that align with each stage of your funnel (TOF, MOF, BOF) to uncover where customers drop off—and where to double down on winning strategies. If you’re an ecommerce decision maker, what data have you used to scale ROAS as quickly as possible? #Dataanalysis #Ecommercetips #Adspend #Ecommercesolutions