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Seva Ustinov

Founder @ Elly Analytics | Optimize ads for high-LTV customers, not leads

When we're working with businesses that have multi-touch sales cycles, a tricky question often comes up: when do you actually count someone as a customer? In ecommerce, it's usually pretty simple — it’s when they place their first order. But for businesses with more complicated customer journeys, it’s not that clear. At Elly Analytics💛, we usually recommend two ways to approach this and often suggest using both to really understand how each channel, campaign, and ad is performing: 1. Contact Attribution This means attributing all customer purchases to the first ad that helped capture their contact info. It’s perfect when the focus is on new customer acquisition because it shows which ads are generating fresh leads that later turn into high-LTV customers. 2. Lead Attribution Here, you attribute each purchase to the ad that led to the latest lead acquisition event — a form submission, webinar sign-up, or a sales rep interaction. This is great for giving credit to the touchpoints that influenced purchases. Using both of these together helps you get the full picture. It lets you see not only what’s driving new customers but also what’s pushing deals to close.

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Nikita Semin

CMO – Whizz e-bike rental

3mo

How would you approach a situation where marketing is still primarily aimed at acquiring new users, but unique leads are becoming fewer and fewer as the company grows, and thus the share of leads acquired repeatedly (not always through the same channels) is gradually increasing? At the same time, in 95% of cases a purchase is made after just one lead left.

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