Problem the client raised We can't tell which campaigns bring paying customers.
Tracing ad spend and developer adoption through to paid revenue
Every campaign is now measured by the revenue it actually produced.
- Client
- Developer tools company with an open-source product and a paid cloud offering
- Tools
-
- PostHog
- RudderStack
- Orb
- Google Ads
- Reddit Ads
Client names and data are withheld under confidentiality agreements.
The leak
Marketing spend, product adoption and billing lived in separate systems. Nobody could tell which campaigns produced paying customers, or whether developers using the open-source tooling ever converted.
How it fits together
- Website
- Developer tooling
- Database
- Billing platform
- Ad spend
- RudderStack
- PostHog
- Campaign revenue dashboards
- Conversion events back to ad platforms
What was built
- Event tracking on the marketing website and the developer tooling.
- Data pipelines bringing database and billing data into product analytics.
- Ad spend imported from two ad platforms, with conversion events sent back to them.
- Campaign-level financial dashboards with full filtering: return on ad spend, cost per click, revenue per user, monthly recurring revenue, active subscribers, lifetime value and payback period, trials started, first and second invoices paid, time to first paid invoice, churn, revenue by plan, and funnel drop-off.