Overview
The Division: B2B report provides a comprehensive view of digital marketing performance for B2B initiatives, combining data from GA4, paid advertising, paid search, and paid social channels. This report allows you to track sessions, conversions, leads, ad spend, and other key engagement metrics, segmented by channel and campaign type.
Integrations Required
Google Analytics 4 (GA4)
Paid Media (eg. Google Ads, Bing Ads, Meta Ads, etc.)
Sections
GA4 Account Summary
Purpose: Tracks website performance and user engagement from Google Analytics 4.
Metrics:
Sessions: Total number of visits to the site.
Users: Unique visitors to the site.
Conversions: Goal completions or purchase actions.
Conversion Rate (CVR): % of sessions that resulted in a conversion.
Trending Over Time Charts: Show session, conversion, and new user trends compared to a previous period.
Paid Advertising Overview
Purpose: Provides a consolidated view of total paid advertising performance across all platforms.
Metrics:
Ad Spend: Total spend on paid campaigns.
Impressions: Times ads were shown.
Clicks: Number of times ads were clicked.
Leads: Form fills, sign-ups, or other lead generation goals.
CTR (Click-Through Rate): Clicks ÷ Impressions.
CVR (Conversion Rate): Leads ÷ Clicks.
CPC (Cost per Click): Ad Spend ÷ Clicks.
CPL (Cost per Lead): Ad Spend ÷ Leads.
Visuals:
Ad Spend, Impressions, Clicks, and Leads trending over time.
Channel performance breakdown.
Paid Search Overview
Purpose: Measures Google and Bing search ad performance.
Metrics:
Ad Spend, Impressions, Clicks, Leads
CTR, CVR, CPC, CPL
Lead CVR and Lead Cost Trends over time.
Visuals:
CTR Trending
Leads Trending
Top Keyword Tables
Paid Social Overview
Purpose: Measures performance from paid campaigns on social platforms.
Metrics:
Ad Spend, Impressions, Clicks, Leads
CTR, CVR, CPC, CPL
Cost Trends over time.
Visuals:
CTR Trending
Impressions Trending
Campaign, Creative Type, and Post Type breakdowns.
Tables:
Campaign-level performance
Ad creative performance
How to Use This Report
Identify Trends: Compare current and previous periods for engagement and cost metrics.
Optimize Channels: Review CPC, CPL, and CVR by channel to allocate budgets efficiently.
Keyword and Creative Insights: Use breakdown tables to see which search keywords or creative types are driving performance.
Performance Troubleshooting: Monitor dips or spikes in conversion rate or ad spend for quick intervention.