{"id":6103,"date":"2019-10-24T11:11:09","date_gmt":"2019-10-24T18:11:09","guid":{"rendered":"https:\/\/membermouse.com\/?p=6103"},"modified":"2023-10-29T15:17:35","modified_gmt":"2023-10-29T19:17:35","slug":"fuente-de-trafico-lcv-tracking","status":"publish","type":"post","link":"https:\/\/membermouse.com\/es\/estrategias\/fuente-de-trafico-lcv-tracking\/","title":{"rendered":"The Ultimate Guide To Finding Your Best Customers & Most Profitable Traffic Sources"},"content":{"rendered":"How amazing would it be if you could see the exact lifetime customer value (LCV) of your members based upon the traffic source or marketing channel that brought them to your website and converted them into a customer?\n\nFor instance, suppose you know that people who sign up for your membership by means of an email campaign have an LCV of $100 and those who sign up via your Facebook ads have an LCV of $50.\n\nThat would be some good information to have, right?\n\nLet's take it a step further and assume that you\u2019re spending $60 to acquire a customer on Facebook but only $10 to acquire a customer via email. Even though the average lifetime customer value of these two categories combined is $75 ($50 + $100 \/ 2 = $75), you are overspending for customer acquisition on Facebook and potentially neglecting opportunities through email.\n\nCan you see how this sort of insight might change the way you market and promote your business? Once you know that people who come to you via email are worth twice as much as those who sign up via Facebook, it would make a lot of sense to double down on the more profitable marketing channel<\/a>.\n\nBy now, you\u2019re probably thinking, \u201cCan\u2019t I just get this information from Google Analytics or my advertising platform?\u201d<\/em>\n\nIf you\u2019re just selling products with a single payment and only care about the value of the initial sale, then the answer is essentially, yes. On the other hand, if you\u2019re selling a membership where you\u2019ll be collecting payments on a recurring basis (monthly, quarterly, etc.) or you want to track the LCV of a customer over time (after the initial sales takes place), then the answer is, no.\n\nWith a recurring revenue business model, you collect payments on an ongoing basis. The initial sale is the beginning of a (hopefully) long-term relationship that will result in many ongoing payments. Consequently, someone who sticks with you for 12 months will have a significantly higher LCV than a member who pays you for one month and then cancels.\n\nThis is where a major blind spot exists between platforms like Google Analytics, the Facebook Ads Manager, and a payment processor like Stripe. Collectively, they can tell you how much you\u2019ve spent, the number of people who have reached a certain goal, and the amount of money you've made. But when it comes to actually tracking the value of your members over time (based upon the different marketing channels you use), these tools turn up empty handed.\n\n\"the\n\nThat's why in this blog post, we\u2019ll teach you a step-by-step process you can use to track the lifetime customer value of your members based upon a particular traffic source or marketing channel. Learning how to do this and implementing it in your business is so important because unless you have a reliable way to track your customer acquisition cost<\/em> to lifetime customer value<\/em> ratio (CAC:LCV), you run the risk of overspending on unprofitable marketing channels \u2013 thus paying more to acquire a customer then they are ultimately worth to your business.\n

The Blind Spot Between Google Analytics And Your Payment Processor<\/strong><\/h3>\nIf you\u2019re like most online business owners, you have Google Analytics integrated with your site and use at least one payment processor (Stripe, PayPal, etc.).\n\nGoogle Analytics is an incredibly powerful tool and can give you significant insight into practically everything related to your website, visitors, and traffic sources. Even though you can track conversions and assign monetary values to their completion, once those conversions are achieved, it becomes increasingly difficult to acquire accurate information about the specific behavior of your members on a user-by-user basis. What pages did they view? Have they visited your forum yet? Were they billed for their second month? Answers to questions like these don't come easy. This is especially true when it comes to monitoring the value of your different traffic sources over time.\n\nA similar situation applies to your payment processor. Yes, you can get important business metrics like Gross Volume, New Customers, and Average Revenue Per Customer from the Stripe dashboard. However, using these metrics to understand the nuances of your true LCV is risky at best. If you have multiple membership levels, different pricing options, and a wide variety of products, the data available from a payment processor like Stripe can be a bit muddy. Not to mention how each of these perform across all your marketing channels and traffic sources. If you want to grow your business the smart way, you need exact numbers, not a best guess.\n\nThis is where the MemberMouse Affiliate\/Traffic Source Tracking<\/em> and Advanced Reporting Suite<\/a><\/em> come into play.\n

The Solution: An Affiliate\/Traffic Source Tracking System<\/strong><\/h3>\nRemember, the purpose of this post is to show you how to put a system in place for your membership business that will enable you to track the lifetime value of your members based upon the traffic source that brought them to your business and converted them into a customer.\n\nThe key to doing this is to design and use links that pass specific information about their associated referral sources to MemberMouse. When all is said and done, your links will look something like this:\n

https:\/\/mymembership.com\/?src=Facebook&ad=JunePromo<\/strong><\/p>\nDon\u2019t worry if you don\u2019t understand the design of this link just yet. We will explain its anatomy in detail and outline a process you can use to easily create them for yourself later in this guide. The important thing to understand right now is that by actually using this link to send people to your site, you are passing information about the referring traffic source to MemberMouse.\n\nWhen someone clicks this link and lands on your site, MemberMouse will store this information in a cookie for any length of time you specify (see Lifespan<\/em> in the image below). Once someone makes a purchase on your site, this information will then be entered into the database and associated with a member. As long as the cookie is still active when someone makes a purchase, it will be associated and documented in their account.\n\nFor now, let\u2019s turn our attention to our Affiliate Tracking Settings<\/em> and see how all of this works:\n\n\"affiliate\n\nImportant Note:\u00a0<\/strong>Here, in addition to the standard use of the word, \"affiliate\", we also use it to refer to any traffic source or marketing channel.<\/em>\n\nThe way to pass traffic source and marketing channel information to MemberMouse is to add affiliate and sub-affiliate keywords to the end of the links you use to market your membership site. As you can see in the above image, you have a few options for how to do this.\n\nBy default, you can use affid<\/em> and sid<\/em> at the end of your links to pass both the primary affiliate and sub-affiliate information to MemberMouse. You also have the option to create affiliate and sub-affiliate keyword aliases. This is nice because it gives you complete flexibility in the way your links look. It can also be helpful to you as you organize and categorize all of your referring links.\n\nFor example, given the configuration above, these two links would pass the same information to MemberMouse:\n

https:\/\/mymembership.com\/?affid=Facebook&sid=Ad1<\/strong><\/p>\n

https:\/\/mymembership.com\/?src=Facebook&ad=Ad1<\/strong><\/p>\nBoth links would tell MemberMouse that the traffic source was Facebook<\/em> and the specific ad was Ad1<\/em>. Whether you want to use the default affid<\/em> & sid<\/em> keywords or create your own unique keywords is entirely up to you.\n\nNow, anytime someone buys one of your memberships or pays for one of your products after being referred to your site by one of these links, it will be recorded in MemberMouse. Once this information is recorded, you will be able to run reports that show you which traffic sources are yielding you the best results financially.\n\nAt this point, it will be helpful to look at a real-life example.\n

How Traffic Source Tracking Works In Real Life<\/strong><\/h3>\nIn this section, we\u2019ll show you how to use traffic source tracking to monitor the long-term results of different traffic sources and marketing channels.\n\nLet\u2019s assume that you use three marketing channels to promote your membership \u2060\u2014 Facebook Ads<\/em>, Google Ads<\/em>, and Email Marketing \u2060\u2014<\/em> and you want to track the long-term performance of these three traffic sources. Meaning, you want the ability to look back in 3, 6, or 12 months\u2019 time to see which of these channels resulted in acquiring customers with the highest lifetime customer value.\n\nAs you\u2019re creating different campaigns, you would create links to pass specific information to MemberMouse about each marketing channel. When someone clicks on one of these links to go to your site and makes a purchase, MemberMouse will automatically record this information and make it available in the Advanced Reporting Suite<\/em><\/a>.\n\nIn the following examples, we're going to show you a number of different styles of links. Don't worry if they don't make perfect sense yet. We'll show you everything that goes into creating these links a bit later in the post.\n

Exhibit A: Multiple Source Channels<\/strong><\/h4>\nFor this example, let\u2019s say that you\u2019re running one campaign per channel with the objective of getting someone to sign up for your membership. You would then create three unique links for each channel that look something like this:\n

https:\/\/mymembership.com\/?src=Facebook&ad=Ad1<\/strong><\/p>\n

https:\/\/mymembership.com\/?src=Google&ad=Keyword<\/strong><\/p>\n

https:\/\/mymembership.com\/?src=Email&email=JuneNewsletter<\/strong><\/p>\nTo emphasize, these are the exact links you would use when you create your campaign in the Facebook Ads Manager, Google Ads Platform, or email marketing tool like Mailchimp or ActiveCampaign. As you can see, each link corresponds to its respective channel.\n\nAfter your ads and emails go live, let\u2019s assume that an equal number of people join your membership from each channel. The situation then plays out like this:\n