This article is for media buyers to understand the duration between the first click made by a prospect and the first purchase by that lead. That duration is the measurement period needed to evaluate paid media awareness campaigns.
Why You Need This
The measurement period of a campaign that is at the top of the funnel is dependent on how long it takes leads, on average, to buy. This report will let you know how long your leads are taking to buy - so that you don't turn off or dismiss a top of the funnel marketing campaign that simply needs time to ROI based on your past conversion times.
Common Marketing Optimization Scenarios that First Click Sales Velocity Can Solve
- How long should it take for my top of the funnel lead generation campaigns to ROI?
- Are different traffic sources driving clicks to first time customers faster or slower than my averages?
- How long do my prospects take to close?
- Did my marketing & sales funnel changes lead to a faster time to sale for new prospects?
How to use the First Click Sales Velocity Report
Simply click on the Predictive Behaviors report menu option. The First Click Sales Velocity report will load up, it is the bottom-left report on the screen.
Use the filters to assess new lead sales velocity differences by traffic sources or different time periods.
Marketing Optimization Tips
This report should provide insights after Wicked Reports starts collecting click data. The First Click Sales Velocity report only includes sales where a first click has been tracked. You should not expect to see lots of data in this report until enough Sales have occurred where a first click has been tracked. Depending on your sales cycle, this could be days or weeks.