How to measure channel performance across every customer touchpoint with Mediahawk

Customer journeys are never a straightforward path. Prospects often use multiple channels and devices to research your brand before they make a purchase – especially if it’s a purchase that requires significant emotional investment.

However, very few marketers have the full picture of these customer journeys. Often, they end up relying on the wrong information, disconnected pieces of information, or in some cases, even just gut feeling.

In a previous blog, we unpacked the challenges this creates when managing referral channels, including wasting budget, investing in the wrong campaigns, and missing crucial opportunities to win leads.

But these challenges extend to every marketing channel you use – if you don’t understand every part of your customers’ journeys, you can’t confidently understand what’s generating value for your business.

So, how can you accurately capture the full picture of your customers and measure the performance of all your marketing channels?

Identify the performance of every marketing channel

To build a comprehensive view of your leads – and really understand your customers’ journeys – you need to be able to link all their touchpoints together and capture the context of their engagements.

While many marketers rely on popular platforms like (GA4), this only offers basic information on website traffic such as users, sessions, and conversions. These metrics don’t capture the context needed to gain meaningful insights, and completely miss out offline engagements.

That’s where Mediahawk can help. By integrating Mediahawk with GA4, Google Ads, Microsoft Advertising, Facebook Ads, and other channels, you can link individual users’ touchpoints together to understand what brought them to the point of purchase. From there, you can see what channels are most valuable, where you should invest your budget, and what touchpoints generate the highest-quality leads.

Here’s a closer look at the features in Mediahawk that make this possible.

Identify every online touchpoint with website call tracking

Mediahawk’s website call tracking uses dynamic phone numbers to help you capture detailed insights from every call that reaches your business.

Using website call tracking – where every user encounters a unique phone number – you can understand what they did before, during, and after their call.

This means you can see every online touchpoint they click through, from emails and social posts to your Google business profile and PPC ads. With this information, you’ll know every channel that contributed to a sale and be able to identify your customers’ first click, last click, and any clicks they made in between – making it compatible with whichever marketing attribution model you use.

“We now know exactly what a particular customer is looking at on the website, how many times they call us, which sources they come from, and more,” says Dormy Care Communities’ Director of Sales and Marketing. “If you really want to understand where your customers are coming from and where to invest your budget – whatever sector you’re in – it’s truly invaluable.”

“We now know exactly what a particular customer is looking at on the website, how many times they call us, which sources they come from, and more. If you really want to understand where your customers are coming from and where to invest your budget – whatever sector you’re in – it’s truly invaluable.”
Director of Sales and Marketing, Dormy Care Communities

See the ROI of every marketing channel with multichannel tagging

Multichannel tagging helps you track ROI across every marketing channel and capture your customers’ behaviour in granular detail.

Using this feature in Mediahawk, you can tag campaign links with custom information to segment multichannel marketing campaigns. This can help you capture helpful information such as the campaign they engaged with, the content piece that encouraged them to contact your brand, and the device they engaged with each touchpoint on.

“Multichannel tagging is especially valuable when you want to A/B test copy, creative pieces, or CTAs,” explains Faye Thomassen, Head of Marketing at Mediahawk. “It can help you understand the messaging, visuals, and formats that inspire action from your prospects and give you data-driven insights to guide creative assets in future campaigns. “

Spot what encourages enquiries with call to action tracking

Tracking call to action events in Mediahawk can show you every touchpoint in non-linear customer journeys from their source to their enquiry.

Using this approach on form fills, live chats, PPC ad clicks, and more, you can identify weak points throughout your user experience and spot the places across your channels that encourage enquiries. Call to action tracking can be applied to any button or event too, whether it’s a button on your website, in your live chat tool, or on pop-ups.

When combined with third-party monitoring apps such as Hotjar, it can also give you a greater understanding of how your users interact with your content. For example, this might include insights such as how long they hover on certain objects and spend on a page, helping you optimise how your team creates content.

Understand the value of your channels and customers with Sales Matching

The key benefit of Mediahawk comes from not just understanding how your marketing channels are generating leads, but also the revenue they’re generating.

Using Mediahawk’s Sales Matching feature, you can automatically or manually upload sales data to identify the total value of individual customers. These reports also include information on their entire journey to purchase, giving you a single location to compare marketing attribution with sales and customer value.

By understanding the specific touchpoints in each channel that contributed to a sale – and being able to prove them throughout your business – you can start to identify patterns across groups of customers that can inform future marketing strategies.

“Using Mediahawk’s sales matching, we can see which channel has had a part to play within the sales journey,” explains Russell Brown, Group Marketing Manager at leading automotive reseller Dick Lovett. “This allows us to keep a much closer eye on how our budget is being spent – which is especially important with the likes of PPC and Autotrader.”

Bring all your datasets into a single report with Parameter Connect

Finally, after capturing all the insights you need to understand your channel performance, Parameter Connect in Mediahawk helps you combine your datasets to easily compare on-website and off-website metrics in a single report.

By assigning parameters, you can group results together to compare performance across every channel. You can assign as many parameters as you need to any pool of numbers, source, or channel, helping you compare sales and conversions however you want.

“What I find most useful about Parameter Connect is that every parameter has its own report, giving you the ability to drill down into granular comparisons, or compare performance on a broader scale across your channels,” adds Faye. “For example, if you’re a care home listed in multiple directories, a parameter such as ‘care-directories’ would enable you to compare which directories are the most effective at driving leads.”

Summary

“Accurately measuring your channel performance is near impossible when you rely on a single tool or stream of insights,” says
Michael Morrell, CEO at Mediahawk.. “ To build a complete picture of your channel performance, you need to capture detailed insights from every touchpoint your customers engage with.”

Mediahawk can help you understand the links between your channels, identify what encourages your customers to purchase, and spot where you can optimise your marketing efforts to drive more leads.

Book your demo today to see what Mediahawk can help you uncover in your marketing mix.