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Calculate your Google Ads performance - “Cost per Lead”

Getting insights on how much you are spending to attract new leads is critical while building a successful B2B marketing strategy. One of the main challenges is data accessibility - how can you get meaningful metrics if your data sources are siloed?

Let’s take a look at the common use case scenario - you have a Google Ads account with configured advertising campaigns and a Hubspot CRM to collect and track all the lead information. With Google Ads, your goal is to use a PPC campaign to direct your leads to your landing page. You can easily get Google Ads data on the cost per click per user. However, can you get the data to see how your ad is performing across the target audience?

The main issue is that such information is not easily accessible - both Google Ads and Hubspot accounts do not share their data natively. Lead data stays isolated in Hubspot CRM and Google Ads only shows the generic user cost per click performance.

In order to get a full picture of how your funnel is performing, you need to connect two siloed data sources and apply specific calculations to get valuable insights. In this example, we will analyze how you can link your Google Ads data with Hubspot Lead information and combine them and create a new cross-channel metric - cost per lead.

1. Connect your Hubspot and Google Ads accounts

First, you will need to make sure that your data from Hubspot and Google Ads are being properly sent to Intempt Platform. Go to Connectors -> Authenticate your accounts and then create Hubspot and Google Ads sources to finalize the integration process.

Connector:Hubspot

Connector:Google Ads

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2. Build your metric

Let’s analyze the formula of the metric we want to build. Cost per lead consists of “cost” this is the cost per click named “Click performance” (the amount of money that an advertiser pays for each click on the ad - includes stats aggregated at each click level)

“Lead” is the total number of Hubspot contacts who have been converted to leads. We will need to divide these two metrics to create a new calculation.

For the first line of the A formula (“Cost”) let’s select the metric type “Collection”. Next, choose the source: “Google Adwords”, collection “Adwords_report”, field “click_performance_report” and aggregation type “Total”.

Now let’s make the selection for the B formula (“Leads”). First, select the metric type “Collection”. Then choose the source: “Hubspot”, collection “contacts”, field “lead” and aggregation type “Total”.

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In order to combine these two metrics into one, you will need to type in the formula “A/B” and select “Apply”.

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A new metric of “Cost per Lead” will be created and you will be able to view its graph above the formula definition.

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Once you create the “Cost per Lead” metric you will be able to get these answers:

  • How much you spent on acquiring a customer
  • How much profit this customer brought to your company.
  • Define the most effective lead generation channels.

Intempt Metric Creation feature is extremely flexible - you can create many variations for the same metric by changing the aggregation type (e.g., using average aggregation) or selecting different Google Ads report metrics to view the performance from a different perspective.

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