We're so deep in the rabbit hole now of little bolt ons and add ons and strategies and that type of stuff. The only thing that doesn't always change is does more high quality cold traffic convert, regardless of what conversion journey they took. So John, our biggest struggle in this account is that we haven't been able to convert on cold terms and we've had this client for probably two years now. It's been a real struggle. It just really converts on brand. so we've had a really terrible traction on top of funnel terms. Okay. And I think even our P max brand excluded is still showing up for brand. Yeah. And this is 1 more thing to add here. we have made few changes on titles and descriptions. It has improved the. Search terms quality, I will say, but still, we are not able to, target huge masses or not able to get impressions and clicks on those terms. what other channels are they spending on? just Facebook. Do we know their meta, weekly or monthly spend? approximate. Yeah. Weekly. Let me grab it here. Doing weekly, Melissa, they are doing Tabula, right? or Facebook? they do like native ads and like affiliate as well. so weekly spend 9,000 John. On Facebook. 9,000 a week. And then we spent in the last seven days, 600. So we'll do. 640 plus, was going to say 9, 000, right? Okay. Do we have a CAC target for them? basically we have a ROAS target, but it's new, it would be new customers. So I would say like anything like above a 1. 8 to a 2 would be, they would be really happy with. Okay. their current CAC is 50. 48 if they're not spending on any other channels, just Meta and Google. they started running P max, they did it in 2022 and then again in 2023, their CAC right now is 50 48, their last week, 719. of the 719 are new. So they have a lot more returning than new. And it looks like of the big things was, there's probably like an April sale that took place. So typically they get more returning than new every day. Yes. So we have to look at, here's a good thing is we have to look at this. If we don't have like performance max, here's a good area to check in on. Is looking at the marketing and then looking at the channel report and then looking at a 1st click and then looking at like a 7 day and then descending by 1st time customers. We have Google paid as 13 and 23, so we're delivering almost twice the amount of returning customers than 1st time customers. Now, this is also the inclusion of brand. So we have 13 customers last week in Google paid from first click perspective. This is where we look at in the last seven days as an example as to what we're tracking in terms of just all purchases. Now, again, we don't want to take this as gospel, but the trends are right because if we're looking at Google paid giving us a lot of first time customers. We can also see, though, that Klaviyo Paid, no, Klaviyo Paid is driving almost the amount of same first time customers, which is interesting to think about. why? One of the reasons that this happens is because they get to the site, they sign up for an email, then they take advantage of that discount, and we don't get any attribution instead of Google Ads. So it could be driving a whole bunch of stuff. But we don't ever see attribution for it. Remember attribution, put attribution out of your mind. Now, in app attribution, Google can do very well. my most recent launch of a campaign, I'm getting a 4. 25 Edmer on new customers with a 0. 41 percent ROAS and standard shopping. It's okay. Imagine Google's a hundred percent wrong and you can't look there. Now, what do we do? that's what we all have to start thinking about is. Identifying that customer journey by single points of attribution. So when you see something like this, where Klaviyo has 109 returning customers, but 10 first time customers that's beating Google in returning customers, but we're beating Klaviyo and first time customers, however. There's a lot of brand here last week. We had two, three sales inside of our non brand campaign and PMAX that brought probably first time customers from brand terms. It tells us that PMAX will attribute more just inherently because these are email purchasers. These are email buyers. Our first time customers, primarily when you don't count brand or coming from email. So what is the cure? That's what we have to figure out. Go into the marketing, go into the top channel. Let's go last 30 days. Sort descending. This is first click. We have 84 and Klaviyo. Interesting. Now they spend a whole bunch of money on meta that don't give us a lot of first click attribution. That's okay. We can see though that they are driving probably more cold traffic than we are. Because we do have Brandon here and they have more first than returning from a click. Now let's look at last non direct attentive. Attentive is SMS. It's text messaging marketing. So text messages is going to be the worst for attribution ever, because that's a text link from a phone that they got from a probably maybe different device, laptop signs up for email. They text them attributions gone. So when we think about the customer journey, imagine just missing as soon as you bring in that new user that comes to the site and then they sign up for text messages, the attributions out of Google's gone. they're not even on the same device anymore. Or maybe. Let alone least IP address, wifi connection, et cetera. So attentive and Klaviyo have brought in more first time customers this month than any other channel. And these two. Are a linked channel. This is actually not paid. that's not true. But look at the volume of sales and look at the amount of orders. And look at the conversion rate. Does that conversion rate look really cold to you? No, very warm. So Facebook looks real cold, right? that conversion rate sucks, but they spend a lot more than us. So what we're seeing here is that this Facebook is bringing probably a lot of these here. So Facebook is bringing a lot of them here because why? Facebook doesn't attribute anything. They do attribute more cold and warm, but people don't just come up and sign up for email addresses in order to get their first time purchase discount off of Google brand. when we start to look at the flow of traffic and we start to look at how these people are coming in and just the human nature of beings, human beings, we will probably look as bad as Google does. Where they spent 3, 000 in sales and they spent what, 9, 000 a week? So they spent 36, 000 to make 3, 000. It's probably what our Google looked like on cold traffic, right? That's okay. We have to take into the CACMR and LTV targets. If we just scoop up brand, we live and die by how good their meta team is. And please do an email blast and SMS blast this week so we can earn some ROAS company. That's what PMax may be doing right now. So don't necessarily look at in app ROAS. That's not going to tell you something. Attentive will crush Google. And now you're dead in the water. And that's why Google is only able to attribute a conversion when it's a branded click, because that's the point in time that they can actually, earn that. That's why it's like I entered in my brand exclusions, but my brand excluded is still getting brand sales. So YouTube is good. That's fine here, but the PMAX feed only, let's see what this one we're spending the most amount of money on. that's, brand. But we have 5 out of our 9, our brand. Our other campaign was all brand. So my opinion is Google is not driving new users to sign up for attentive. It's not driving new users to sign up for clavio. We're potentially getting, our 139. Returning customers that want to buy something else attributed their first time. Customers will come though heavily from brand. What do you want to do when you want to buy something? Google the brand. So here's what I would say is start to measure a global CAC or a global and CAC just 1st and foremost, that global and CAC right here of 50. 48 is our true north star just to begin with. And say, if I were to drive high quality standard shopping traffic, which means man, these search terms look like they should be doing something most chances are, they probably are, they're just doing it in attentive or Cladio So I go there for the first time ever. Actually, limited time, free shipping on all products. Awesome. take the quiz. Are we tracking any sort of quiz, completions? Nope, we aren't anymore. So this right here, for example, could be where all of our Google traffic is lost to attentive. Wait, enter your email to get 10 percent off any of our Google traffic that goes here and takes a quiz. We will lose attribution for we shouldn't, but we do. That's why we don't trust Google. I go to a page here, subscribe and save. How many of our purchases are coming into subscriptions? Not that much. Our online store tanked, but it's because there was an Easter sale in the time before that on Sunday. So if we look at our customers, here's a good indicator to have things that like, Hey, where do these people come from? If you go into the first order date and then just open up, five, it'll tell you, okay, this order here, there's no conversion. Okay. Sometimes if for subscription models, it just doesn't give you any conversion thing. So product sync, do we know what product sync is, but it's like a secondary, I don't know if it's like a secondary, like landing page where he sends like his native traffic or like taboola ads. Cause he runs like a lot of affiliate stuff as well, but he doesn't send it straight to the website as we see it. Okay. Do we know what Mediago is? Mediago? No, I don't know what that is. That's like the additional details. Cora. So this one was showing like source value is Cora. Source value is Mediago. Source value is Mediago. Source value is Mediago. Source value is 38 harsh. What's up? Yeah. So John, another thing is I've tried like us inbound campaign here, search inbound campaign. Another one was a standard shopping, which was purely to the top of the funnel traffic and the convert and the search terms were looking great at that moment. And we were getting clicks. We were spending good amount of money as well, but we did not getting any conversions except search term particularly. So what I did, I looked at the old time data and what I examined, we, Jake, like we have 10, 000 conversions data in the Google ads account and almost 9, 500 were from. So what I think it might be, or it could be anything, which is like black box thing where the account is learned in a way that it is just only tends to get conversions from Thomas specifically. Is there any possibility for that? Yeah, the problem is aware of the app and their customer journey went to Google in a brand name. if we don't track any conversions in app, like we don't look at that there's media go. I call it Mediago, but media go here. We got to find out what this is. That's getting all the attribution. there's a source value here. We got to figure out what this is because this, for example, is this interrupting that journey because there is no conversion details. It almost looks like this is a draft order because this is actually coming from product sync. this is the attribution engine that Shopify sees, which means does our tag even fire on this? Looks like it's a funnel. product enhance, add funnels. So from an ad funnel, this could be used only by affiliate marketers, this could be the engine. That's what I'm saying. We have to know these conversion paths. We, if we look in app in Google ads, we have to say every text message is a hundred percent accurate. Every email a hundred percent accurate from us. Every media go funnel we're tracking tested 100 accurate to us If we can't say yes to those three, we can't look at google But what if he's sending traffic john to this if this media goes like a funnel so it's just separate He's sending traffic to those pages from his like native and taboola ads. Like he's not sending traffic to the actual Website like us and Facebook are the only paid advertising that are going to the website. And that was, that would be my question is, does Clavio and attentive send it there to the website or to the media go? I don't think so. I think that is specifically for the website. What do you mean for the website? I'm sorry. It's not the funnel media go. Like I think Clavio and SMS. when someone places an order on product sync, how did they get to product sync? Do we know? I think this is the funnels we're talking about. this is his, like taboola or native ads. this is where they're sent to. Okay. Got it. So no email, no funnels that we're driving traffic to can get to media sync in any way, shape or form. No. Okay. so we'll just keep all of these out then for now. So we got perform media, no conversion, product sync. Okay, we have, holy crap, online store. Bing, ha! Okay, Bing did something. we got product sync, nothing here. is this a native ad on Cora? That's what it looks like to me. It does. And why would someone Google that brand name? You've heard of it elsewhere. where? Yes. If we drove more cold traffic, getting people to actually ask those questions cac or hold it at scale. Could be. So that's what I'm saying is we have to look at everywhere from a conversion path. How does a journey get gets us? We know core is places where people go and ask questions. And if they are assistance of just saying, This is a really popular SEO strategy where they get a good high quality backlink from Cora by, or, and read it by going on Reddit and be like, does this really work? And then having an employee at the company, it's I grew six feet it overnight, it's amazing. And then you're like, Oh, okay. So those are the things that we have to look about is why does someone do that? if I drive in the best anti wrinkle cream and then they hit the page on standard shopping and then they go and ask questions and then Cora earns that attribution, Google ads says, shucks, we didn't do anything today. So I always have to look at all those conversion paths and then measure by NCAC and that kind of stuff. we're so deep in the rabbit hole now of little bolt ons and add ons and strategies and that type of stuff. But the only thing that doesn't always change is does more high quality cold traffic convert, regardless of what conversion journey they took. You remember when I used to show up the North beam and I say, Hey, this spend here and those top line metrics are the only thing that matter and everything else is customer journey. I used to X that out in the middle. That's a good example of this here.