CEO Memo - September 2022
To see the glorious sun this last week has made me feel much happier! With spring upon us it’s time to look toward longer days, warmer weather, and a stronger economy. But first…
Winter at Web Wonks was a busy time:
>> We completed the majority of the funded work from the Activate Auckland program.
>> We released 3 x new products (GA4 + Retail Ecommerce (GAE) | Google Performance Max (GPM) | Server Side Tracking (SST) - so talk to your project manager about these!
>> We released 2 x new internal workflow applications (Sales | Quotes) for smarter internal reporting and deliverables - I will expand on our internal system next month.
>> We did lots more, but let's look forward. . .
The golden months of retail trading are upon us, with many clients gearing up their Christmas campaigns from September onwards. Black Friday, Cyber Monday, Singles’ Day, Christmas, Boxing Day, New Years sales, it all starts now.
If you haven't already begun looking at your plans, talk to your project manager about what can be done, and what they are doing for other clients.
Have a great start to spring :)
Jeff
Market Insights
Last year we started the process of aggregating client data into anonymised reports that allowed us to provide insights into a slice of the market’s ad spend, and subsequent number of conversions and revenue. This was well received, but we want to keep working on how we better deliver insights to our clients.
One way of doing this is to integrate Google Analytics and Google Cloud to better handle larger queries and insights. To do this, we will need to make additions to your Google Tag Manager account to send data from GA4 to Google Cloud - this process will begin in July.
Overall Metrics:
What this screen shows is the total ad spend for the past 30 days, the total engagement (clicks & impressions), the number of conversions and revenue, as well as a variety of other metrics.
This data is an amalgamation of anonymised ecommerce data across multiple retail client types. As you can see, there is more red ink than green.
Return On Ad Spend Metrics
This screen is showing the ad spend at the bottom (the white line), with the revenue generated per month (the yellow line), and the ROAS (the red line).
As you can see, the Return On Ad Spend is holding consistent (a slight increase month on month), but there is a clear decline in monthly revenue which is lower than 2021.
Definitely something we are aware of, and will keep reporting back on.
The key thing to look for will be Black Friday, Cyber Monday, and the run to the Christmas/New Year period.