Attribution is Power: The New Advertising Conversion Cloud with Enterprise Analytics

Last updated on by in AdWords Advertising, Instapage Updates, Marketing Agency Tips

Two, among many, truths in digital marketing today are:

  1. Online ads should direct visitors to landing pages.
  2. Every ad campaign needs a dedicated landing page.

Why?

The hyper-focus a landing page brings to your offer and/or campaign gives you the best chance at converting a prospect into a lead.

Kudos to you If you’re already sending traffic to landing pages. And for those that are dabbling, you’re going to notice a change for the better. What the seasoned marketer and the newbie will both experience is:

With our newest product, those frustrations disappear.

Introducing Instapage enterprise analytics

As the only landing page platform built for online paid advertising, we’re announcing the new Advertising Conversion Cloud for marketing teams and agencies that invest in digital advertising programs like Google AdWords. This new offering enables marketers to maximize paid advertising ROI by building personalized landing pages at scale. The Advertising Conversion Cloud is built on the powerful Instapage landing page platform and includes a full range of enterprise solutions and services including the new Advertising Attribution Solution, advanced security, implementation services, and customization.

With this new offering marketing teams can:

The new Advertising Attribution Solution is a first-of-its-kind offering that delivers highly detailed insights across the entire marketing and sales funnel. It includes integrations with Google AdWords and Google Analytics. Lead metadata from Google AdWords is passed to down-funnel systems like marketing automation and CRM. This passthrough allows users to attribute top of the funnel metrics like ad campaign and cost-per-click to down-funnel goals like conversion, pipeline, and revenue. Users can also track cost-per-visitor and cost-per-lead for paid and organic traffic. Landing page variation information is passed to Google Analytics, to allow users to view detailed analytics for each of the variations.

The Advertising Attribution Solution includes enhanced analytics capabilities that offer users improved data filtering and customizability. View real-time analytics reports on visitors, conversion rate, cost per visitor and cost per lead. Slice the reports by page/variation, traffic source, and device type, and filter by unique visitors, traffic type, device type, and date range:

Advertising attribution

The simplest way to ensure paid advertising campaigns are effective is to track their performance across the entire marketing and sales funnel, then attribute revenue, pipeline, and conversions to a specific ad campaign.

Unfortunately, the attribution of bottom-of-the-funnel metrics, like revenue, to top-of-the-funnel data like campaign and cost, is either impossible to track, inaccurate, or can only be collected manually. The source of this difficulty lies in the middle of the funnel. Most data collection systems are unable to capture and pass this information to the bottom-funnel systems.

Now, with the new Advertising Attribution Solution, customers have full visibility into paid advertising attribution across the entire marketing and sales funnel. Enterprise users can also track cost-per-visitor and cost-per-lead for paid and organic traffic — data no other landing page solution can provide:

How it works

The Instapage platform now fully integrates with Google AdWords, allowing you to collect and see AdWords meta data like cost and campaign information within the Instapage dashboard. This allows you to track cost-per-lead and cost-per-visitor for your landing pages for both paid traffic and organic traffic.

The platform will also pass lead meta data like ad campaign, average cost per visitor, referral source and more, to bottom-funnel systems like marketing automation and CRM. This allows customers to attribute top-of-the-funnel metrics to bottom-of-the-funnel goals like conversion, revenue, and cost.

The Instapage platform also integrates with Google Analytics so you can see landing page variation information in your Google Analytics dashboards.

Users on all plans will be able to access the following panels on the analytics dashboard: Visitors, Conversions, and Conversion Rates. Users with the Enterprise Solution can also track cost-per-visitor and cost-per-lead for paid and organic traffic on the analytics dashboard:

We’ve continually added new functionality to our platform that makes Instapage the only landing page solution built for online paid advertising, and it shows:

Instapage has become an important part to scaling our AdWords campaigns. The ability to create, A/B test, optimize, and analyze the success of our landing pages has made our team smarter and faster. Now our designers can create an entire campaign without developer resources. Even more, the service we receive from our dedicated Customer Success Manager has made an enormous impact on our ability to meet our ROI goals.

– Chris Briggs, Creative Director at Verizon Digital Media Services

For more information on this exciting new product, tune into our Facebook Live event at 11 am PST on Wednesday, September 6th.

What else comes with enterprise analytics?

Customization

Your organization is unlike any other. It has its own needs, processes, and technology infrastructures that are developing and changing as it grows. A one-size-fits-all approach won’t work for you, and any new technology you adopt must seamlessly integrate with the existing ecosystem to minimize disruption and ensure business continuity.

What you need is a customized offering that addresses your unique business needs. Instapage will work with you and your team to create the plan that works best for you and your clients. Select the number of published landing pages, monthly visitors to these landing pages, team members, and subaccounts, then select the integrations you need, and Instapage will tailor a plan to fit your needs.

Instapage will also work with you to integrate the platform into your marketing stack, without disruption, while minimizing costs, and maximizing efficiency and profitability.

Customer success

Marketers in large organizations value convenience and high-quality service. They need a trusted advisor that can help them realize the maximum value from their investments by implementing best practices.

Instapage will offer a dedicated Customer Success Manager for Enterprise customers. The Customer Success Manager will proactively help them navigate the onboarding process, provide timely responses to issues, consult them on best practices, and help them succeed and realize the maximum return on their investment. The customer success program includes onboarding training and consultation with design and conversion experts.

Implementation services

Marketers in large organizations have many priorities. They want to purchase platforms like Instapage to address their strategic needs but are too busy to learn set up new software, or create best practices to realize optimum results. This can potentially lead to long onboarding times and sub-optimal implementations.

Instapage is committed to offering premium services to ensure that customers realize the maximum ROI. We will offer customers a customized package based on their unique needs, then partner with them to get them started quickly with implementation and onboarding services. We will also offer expert consultation to help them implement best practices to maximize conversions and optimize user experience. We will support customers continually through their growth journey with ongoing customer success and managed services.

Enterprise security

Enterprises have stringent security requirements, and companies in highly regulated industries like finance, healthcare, and government have rigorous compliance requirements like PCI, HIPAA, FDCC, FINRA, etc. Most of these requirements include a basic set of security mandates like data encryption, privacy, authentication, and access control.

Instapage offers a range of security features that allow enterprises to add the platform to their marketing stack in a secure and compliant way.

When you sign up for the Enterprise plan, you can enjoy similar success as Heap:

Instapage and PPC advertising go hand-in-hand. Not only has Instapage been the driving force behind our ability to scale our landing page design process, but their advanced features allow us to iterate rapidly with a very small team.

–  Jon Bishop, Director of Growth at Heap

Features and benefits of Instapage enterprise analytics

Feature #1: Integration with Google AdWords

Benefit: With our new AdWords integration, PPC managers can easily track the performance of their AdWords campaigns across the entire funnel. They can also see the average cost per visitor and average cost per lead across paid, organic, and all traffic.

For agencies, you can easily connect your clients’ subaccounts with their AdWords accounts and all landing pages created within the client subaccount will automatically be integrated with their AdWords account. You can choose to turn off the AdWords integration for specific landing pages. You can also disconnect and switch AdWords accounts at any time.

Feature #2: Integration with Google Analytics

Benefit: With our new Google Analytics integration, marketers can view landing page and variation information from within their Google Analytics dashboard.

You can easily connect your clients’ subaccounts with their Google Analytics (GA) accounts and all landing pages created within the client subaccount will automatically be integrated with their GA account. You can choose to turn off the GA integration for specific landing pages. You can also disconnect and switch GA accounts at any time.

Feature #3: Lead metadata pass through

Benefit: With the new Advertising Attribution Solution, you can easily attribute bottom of the funnel metrics like conversions, pipeline, and revenue to top of the funnel lead metadata like the landing page, the variation shown, the version served (mobile/desktop), form submission timestamp, referral source, IP address, AdWords campaign, and average cost-per-click. The Instapage platform enables this by extracting the lead metadata information and passing it down to bottom of the funnel systems like marketing automation (MA) and CRMs.

Customer pain points and how this product update solves them

Pain point #1:

Our organization has unique needs. We have our own processes and technology infrastructures that are developing and changing as we grow. A one-size-fits-all approach won’t work for us.

How the product update solves it:

What you need is a customized offering that addresses your unique business needs. Instapage will work with you and your team to create the plan that works best for you and your clients. Select the number of published landing pages, monthly visitors to these landing pages, team members, and subaccounts, then choose the integrations you need, and Instapage will tailor a plan to fit your needs.

Pain point #2:

We have a stable and mature infrastructure that cannot be disrupted. Any new technology must seamlessly integrate with the existing ecosystem to minimize disruption and ensure business continuity.

How the product update solves it:

Our platform offers more than 20 out-of-the-box integrations that cover leading vendors across marketing automation, CRM, email marketing, CMS, and more. Instapage will work with you to integrate the platform into your marketing stack, without disruption, while minimizing costs, and maximizing efficiency and profitability.

Pain point #3:

We invest in AdWords heavily. We can track the performance at the top of the funnel, but we would like to attribute pipeline, revenue, and down-funnel conversions, to specific ad campaigns and CPC. Unfortunately, the attribution of bottom-of-the-funnel metrics, like revenue, to top-of-the-funnel data like campaign and cost, is either impossible to track, inaccurate, or can only be collected manually.

How the product update solves it:

With the new Advertising Attribution Solution, customers have full visibility into paid advertising attribution across the entire marketing and sales funnel.

The Advertising Attribution Solution collates data collected in Google AdWords and Google Analytics, then passes lead metadata to down-funnel systems like marketing automation and CRM. This allows businesses to attribute top of the funnel metrics like ad campaign, traffic source, cost per lead, landing page variation, etc. to down-funnel goals like conversion, pipeline, and revenue.

Pain point #4:

We have a large marketing operation and are looking for your expertise to succeed with your platform. We value convenience and high-quality service so we need a trusted advisor that can help us realize the maximum value from our investments by implementing best practices.

How the product update solves it:

Instapage will offer a dedicated Customer Success Manager for Enterprise customers. The Customer Success Manager will proactively help them navigate the onboarding process, provide timely responses to issues, consult them on best practices, and help them succeed and realize the maximum return on their investment.

Pain point #5:

We have many priorities and would like to add the Instapage platform to address our strategic needs, but do not have the time or headcount to learn how to set up new software and implement best practices to realize optimal results.

How the product update solves it:

Instapage is committed to offering premium services to ensure that customers realize their maximum ROI. We will offer customers a customized package based on their unique needs, then partner with them to get them started quickly with implementation and onboarding services. We will also offer expert consultation to help them implement best practices to maximize conversions and optimize the user experience. We will support customers continually through their growth journey with ongoing customer success and managed services.

Pain point #6:

We have stringent security requirements. We are in a highly regulated industry (finance, healthcare, and government) and have rigorous compliance requirements (e.g., PCI, HIPAA, FDCC, FINRA, etc.). We need a basic set of security features like data encryption, privacy, authentication, and access control.

How the product update solves it:

Instapage offers a range of security features that allow enterprises to add the platform to their marketing stack in a secure and compliant way.

Get more insight than ever before with Instapage enterprise analytics

Instapage is already the most sophisticated and designer-friendly landing page platform for teams and agencies. Now, no other platform can match Instapage for its advertising attribution analytics. Couple that with 100% customizable templates and advanced design functionality, and you’ll be creating your best landing pages ever, with more insight than you ever thought possible.

Request an enterprise quote today and our sales team will respond to you right away.

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