Checking advertising and its settings

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We, as an agency, re-analyze in detail, with the participation of the head of the department, all the settings in the advertising accounts for errors (strategies, rates, budgets, segmentation of the target audience, quality of creatives, correctness of analytics and pixel settings, and so on).

If no errors are found, and the CTR (click-through rate) and CPC (cost per click) are normal for the niche or in general, this means that the ad attracts the attention of users, they are interested in the ad and go to the site. In this case, we move to the next level of the sales funnel.

2. Analysis of the site and landing pages in analytics systems
We mainly work in GA4 (Google Analytics) + use Yandex Metrica estonia telegram (Webvisor report + Click Map), as well as other systems that are integrated into client projects.

We need to understand what the user does on the site after clicking on the ad, and why the target action (lead/sale) does not occur.

The main metrics we pay attention to are:
- average session duration
- events and conversions (both primary and intermediate) linked to the channel using UTM tags
- bounce rate

We use Webvisor reports to view session records of users who left the site. This often gives an understanding of which information block people close the site on (for example: they saw the price — got scared — closed the site, because competitors who are open in the next tab have lower prices).

SALES
It may be that in analytics we see that users write to messengers or online chats in order to get advice. And a huge hole in efficiency may be hidden here.

An outsourced team of internet marketers cannot always influence sales, as other people in the project are responsible for them.

The speed of response to a user's request, the speed of a call back are critical for sales. The tone of communication/correspondence with a potential client is also important: do managers communicate like robots, or do they communicate lively, with emotions and in a human way. Sometimes optimizing the sales process, when you write scripts, can kill the SOUL of your business at this stage of contact with the client.