Web-analytics for Noda

Goals

At the core of Noda analytics project was the business need of evaluating lead quality. Providing a tailored B2B payment solutions means that leads have to go through a multi-step conversion funnel—starting from form submission on the website, and then being developed by Noda sales team.

• The ultimate goal was to have a detailed understanding of lead quality and lead to client conversion data for each acquisition channel.

Working
Process

Considering that Noda was using cross domain lead generation, our first step was to make sure both domains were tagged properly and were sending correct data to a single GA4 account, thus establishing a “single source of truth”. Once this step was implemented, RocketScience moved on to: 

• Creating a thorough UTM tracking structure to ensure leads from all domains were correctly attributed;
• Integrating SalesForce, GA4 and Google Ads; 
• Establishing Lead Score and Lead status metrics that would reflect Noda’s internal funnel;
• Building a Reporting dashboard according to Noda’s specifications.

Results

1. Fully functional and transparent visitor-lead-internal lead-customer journey funnel.
2. Trustworthy channel performance data.
3. Ability to track attribute sales to respective channel regardless of the length of the sales cycle.
4. User friendly customer-specific Looker Dashboard with all the key data readily available for analysis for both Marketing and UX teams.

What Else?

We have developed a very strong working relationship with Noda’s developers, which helped us solve SalesForce to Google ads data transmission.

After a number of calls and tests, we have ensured all the leads and their statuses were correctly sent from one system to another, which historically was a major issue.