Why this report is important?

You can identify if your tripwire offers are leading to higher value customers over time, and you will know how long it takes to achieve that higher value. This allows you to know when you achieve a return on the promotion.

This report will also identify the traffic source, down to the ad or social post level, that led the customer to first join your email list.

With this data you match the exact tripwire products to ads and social posts that deliver the best customers over time.

What is unique and valuable when you have Wicked Reports calculate your product tripwire attribution?

We created this report, it does not exist in any other analytics solution.
 

What do you use this report to figure out?

This report helps you determine how long it takes for your tripwire offer to be profitable. It also tells you where the most profitable customers that purchased this tripwire are coming from.
 

What is in this report?

Product / Tripwire attribution tells you how much additional revenue you gain from customers that purchased a specific product during a specific click range time period. This report also shows all additional revenue from those customers after the click range time period is over, and when that additional revenue is achieved.
 

How is this report created?

We combine our click tracking data for the selected range with the purchase history inside your CRM of contacts that first joined your email list via the tracking information shown on a particular row.


**Note: Based on how your CRM logs Free Trials (or Trial Periods), you may see $0 or Negative amounts in the "Other Rev. (Click Range)".  For Example, if you use Infusionsoft and have an order form with a Free Trial, Infusionsoft creates a payment for the Product and then creates a Credit for the Free Trial in the same amount.  It records the Trial as a completely different product.  This may cause confusion, so we want to show you what we mean.

Subscription abc is $299 with a Free 2 week Trial
Infusionsoft Records a Payment of $299 for product abc
Infusionsoft Records a Credit for $299 for product xyz (the trial period product)

This results in
Product Rev (Click Range) = $299
Other Rev (Click Range) = -$299
Total Rev (Click Range) = 0

So, the Total Revenue balances out, but if you are simply looking at the Other Revenue, it could be confusing.  Every CRM is different, so this is something to simply be aware of.


What questions does this report answer?

  • Should I continue running this tripwire offer?
  • Which audiences, ads, social posts, and emails led to the highest long-term revenue for people that bought the tripwire?
  • Which ads or audiences should I stop showing this tripwire offer to?
  • How long does it take to realize additional revenue from customers that purchase a particular product?
  • Do I have a positive ROI for this tripwire offer when it is presented to this specific audience at this exact cost?


How do I use this report?

Select a product.

Select a click range date period. Wicked Reports will search the time period to find all purchasers of the selected product, all additional purchases of other products in that time period, and all future purchases of all products AFTER the click range date period.

Click filter and then expand the screen.

**Find the question you wish to answer below, and take the steps described:

Should I continue running this tripwire offer?
You will want to identify 3 things to determine if you should keep running the tripwire offer.
 
1 - Find out if your ROI is positive:
Click on the Cost column to sort by Costs descending. The column to the left is “Wicked Advice”. It will display “Positive ROI” if the total revenue is higher than the total cost. It will display “Negative ROI” if the total revenue is lower than the total cost.
 
2 - If your ROI is positive, determine how long it takes until your ROI is positive:
If the total click range rev > cost, then the new leads from the tracking info on this row, that bought this tripwire offer, are already ROI positive during the range of clicks you chose. Sweet!
If the total click range rev < cost, then the new leads are not positive ROI during the click range. BUT, they may still be positive ROI AFTER the click range activity. To find out, check to see if the total revenue > costs. If so, that means the new leads from the tracking info on this row, that bought this tripwire offer, are ROI positive sometime AFTER the range of clicks you chose.
Scroll to the right and you will see the background color of each future time range’s cell changes color as the revenue for the new leads increases over time.
Once you see the cell where the total revenue > cost, that is when positive ROI is achieved. The column header will tell you how many days it takes.
 
3 - Decide if the time it takes until positive ROI is short enough for you to continue with marketing that tripwire to that audience with that ad.
 
This one is completely dependent on your marketing budget, upsells, strategy, pricing, and a host of factors unique to you.
 
Which ads or audiences should I stop showing this tripwire offer to?
After answering “Should I continue running this tripwire offer?”, you may have already identified marketing that needs to be killed. Go do that.
 
There is still the strong possibility that some of the positive ROI ads, or audiences for those ads, are not performing as well as their peers. It can really boost ROI if you turn off ads to audiences that are not performing well relative to other audiences being presented the same ad.
 
Here’s how to determine that:
  1. Select a product.
  2. Select a click range date period. Wicked Reports will search the time period to find all purchasers of the selected product, all additional purchases of other products in that time period, and all future purchases of all products AFTER the click range date period.
  3. Click filter and then expand the screen.
  4. Filter for a specific campaign by either starting to type in the campaign filter field or selecting a specific campaign from the dropdown.
  5. Click on the cost column to filter by cost descending.
  6. For Negative ROI rows, they should only be kept pending your analysis from “Should I continue running this tripwire offer?”
  7. For Positive ROI rows, notice the relative differences between these columns:
    1. Product Sales - Are their rows where the targeted audience & offer bought a disproportionately higher or lower number of the product?
    2. Total Rev - Which audience spends the most with me over time?
    3. Delayed Revenue vs. Click Range revenue - Rows with higher delayed revenue show that those audiences tend to generate more revenue after the click range being reported on. This means a higher quality audience that just needs some nurturing before they open their wallets.
  8. If there are some rows with very small difference between Total Rev vs. Cost, relative to the other rows of a campaign, consider pausing or killing those rows and using the money to scale the rows with higher Total Rev vs. Cost.
 
How long does it take to realize additional revenue from customers that purchase a particular product?
Some definitions will help you determine this:
“Total Click Range Rev” - The total revenue spent by customers who bought the selected product in the click range selected, on all of that customer’s orders in the click range.
“Total Delayed Rev” - The total revenue spent by customers who bought the selected product in the click range selected, on all of that customer’s orders AFTER THE CLICK RANGE.
“Total Revenue” - All revenue spent by the customer from the start of the click range to the day prior to you running the report.
 
  1. Select a product.
  2. Select a click range date period. Wicked Reports will search the time period to find all purchasers of the selected product, all additional purchases of other products in that time period, and all future purchases of all products AFTER the click range date period.
  3. Click filter and then expand the screen.
  4. For a given row, begin scrolling to the right.
  5. Once you pass the “Total Revenue” column, you will see columns beginning with “+1 day revenue”, “+7 day revenue”, etc. These columns show the cumulative total revenue AFTER the last day of the click range.
  6. This allows you to tell the time it takes for accumulated revenue to be higher than the cost of the click period.
Do I have a positive ROI for this tripwire offer when it is presented to this specific audience at this exact cost?
Check the Wicked Advice column, it will state “Positive ROI” when the total revenue > cost, and “Negative ROI” when the total revenue < cost.

 
Why is Wicked Reports the best source for this information?

We rely on patent-pending technology that combines a customer’s click history and the CRM’s order history so you know that the order revenue is real. And we allow you to see the tracking data at the contact and order level so you can verify your data.