{"id":706,"date":"2019-10-21T08:31:38","date_gmt":"2019-10-21T08:31:38","guid":{"rendered":"https:\/\/gaconnector.com\/blog\/?p=706"},"modified":"2023-12-15T09:17:59","modified_gmt":"2023-12-15T09:17:59","slug":"closed-loop-reporting-everything-you-need-to-know","status":"publish","type":"post","link":"https:\/\/gaconnector.com\/blog\/closed-loop-reporting-everything-you-need-to-know\/","title":{"rendered":"Closed Loop Reporting: Everything You Need to Know"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-819\" src=\"https:\/\/gaconnector.com\/blog\/wp-content\/uploads\/2019\/10\/banner2_preview.png\" alt=\"closed-loop reporting\" width=\"600\" height=\"337\" srcset=\"https:\/\/gaconnector.com\/blog\/wp-content\/uploads\/2019\/10\/banner2_preview.png 600w, https:\/\/gaconnector.com\/blog\/wp-content\/uploads\/2019\/10\/banner2_preview-300x169.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Traditionally, there has been a disconnect between marketing and sales teams in business. The marketing team is concerned with generating leads while the sales team focuses on turning those leads into paying customers. Neither department usually has any insight into each other\u2019s data, leading to a lack of cohesion. This is where closed-loop reporting comes in.<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/gaconnector.com\/blog\/closed-loop-reporting-everything-you-need-to-know\/#What_is_closed_loop_reporting\" >What is closed loop reporting?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/gaconnector.com\/blog\/closed-loop-reporting-everything-you-need-to-know\/#How_does_closed_loop_reporting_work\" >How does closed loop reporting work?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/gaconnector.com\/blog\/closed-loop-reporting-everything-you-need-to-know\/#What_are_the_benefits_of_closed_loop_reporting\" >What are the benefits of closed loop reporting?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/gaconnector.com\/blog\/closed-loop-reporting-everything-you-need-to-know\/#Focus_on_the_most_effective_marketing_channels\" >Focus on the most effective marketing channels<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/gaconnector.com\/blog\/closed-loop-reporting-everything-you-need-to-know\/#Validate_your_marketing_efforts\" >Validate your marketing efforts<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/gaconnector.com\/blog\/closed-loop-reporting-everything-you-need-to-know\/#Gain_360-degree_insights_about_your_customers\" >Gain 360-degree insights about your customers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/gaconnector.com\/blog\/closed-loop-reporting-everything-you-need-to-know\/#Accelerate_your_sales_cycle\" >Accelerate your sales cycle<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/gaconnector.com\/blog\/closed-loop-reporting-everything-you-need-to-know\/#Set_realistic_KPIs\" >Set realistic KPIs<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/gaconnector.com\/blog\/closed-loop-reporting-everything-you-need-to-know\/#Lower_your_costs_per_lead\" >Lower your costs per lead<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/gaconnector.com\/blog\/closed-loop-reporting-everything-you-need-to-know\/#How_you_can_implement_closed_loop_reporting\" >How you can implement closed loop reporting:<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"What_is_closed_loop_reporting\"><\/span><b>What is closed loop reporting?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">In a nutshell, closed loop reporting fills the gap between marketing and sales data. As a result, both teams are able to focus on marketing channels that deliver maximum ROI.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Typically, marketing teams collect data about leads using marketing automation systems i.e. Hubspot <\/span><a href=\"https:\/\/gaconnector.com\/integrations\/hubspot-google-analytics\"><span style=\"font-weight: 400;\">and analytics software such as Google Analytics<\/span><\/a><span style=\"font-weight: 400;\">. Sales teams, on the other hand, use CRMs such as<\/span> <span style=\"font-weight: 400;\">Zoho to turn leads into paying customers. Each team only has information about half the marketing funnel.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Closed loop reporting gives marketing teams valuable insight into which channels bring in the most qualified leads. From there, businesses can increase their focus on the most effective marketing channels.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_does_closed_loop_reporting_work\"><\/span><b>How does closed loop reporting work?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">It all starts with the visitor and how they got to your website. When a new visitor arrives, a cookie is uploaded to visitor. The cookie attributes the visitor to a source i.e. email, allowing you to know how each visitor entered your website.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Next, the cookie tracks visitor actions on your website i.e. pages visited, typical paths followed and actions taken.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As visitors navigate your website, they can submit information to capture forms that you have setup throughout your landing pages. At this point, they become a lead and you store this information in a CRM.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When the lead makes a purchase, CRM software is used to credit the sale to its original source i.e. email. The <\/span><a href=\"https:\/\/gaconnector.com\/blog\/what-is-closed-loop-marketing\/\"><span style=\"font-weight: 400;\">marketing loop is now closed<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">From here, you can create closed loop reports that tell you which marketing channels generated the most customers.\u00a0\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_are_the_benefits_of_closed_loop_reporting\"><\/span><b>What are the benefits of closed loop reporting?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Closed loop reporting benefits marketers by providing comprehensive information about the best and worst leads sources. From here, businesses can improve their overall marketing efforts.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Focus_on_the_most_effective_marketing_channels\"><\/span><b>Focus on the most effective marketing channels<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Marketers that utilize closed loop reporting can allocate more resources to channels that bring in the most qualified leads. For example, if PPC generates more conversions per lead than social media, marketers increase their PPC spend and decrease resources dedicated to social media ads.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Validate_your_marketing_efforts\"><\/span><b>Validate your marketing efforts<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">When you implement a closed loop reporting process, you will be able to substantiate all your inbound marketing decisions with powerful data. For example, let\u2019s say you have decided to drive more traffic to your website by blogging. Using closed loop reporting, you will have evidence about how many leads each article generated, as well as how many leads converted. From there, you can validate your marketing efforts and not rely on vague claims.\u00a0\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Gain_360-degree_insights_about_your_customers\"><\/span><b>Gain 360-degree insights about your customers<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A closed loop reporting systems enables you to track your entire customer journey throughout your website. As a result, you can track lead behaviour throughout your website, as well as create an ideal customer profile based on demographic data. From there, you can more effectively nurture leads by making informed decisions using these two sets of information.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Accelerate_your_sales_cycle\"><\/span><b>Accelerate your sales cycle<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Utilizing these powerful insights about your leads, you can decrease the amount of time it takes for them to convert. By identifying which content your leads engage with most, you can focus you can promote the right content to the most qualified leads.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, if more leads convert after engaging with email marketing content vs social media, you can focus on generating leads through capture forms placed throughout landing pages throughout your website. Then, you can re-target those leads through EDM campaigns.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Set_realistic_KPIs\"><\/span><b>Set realistic KPIs<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">When you close the loop between your marketing and sales data, you now have powerful insights about visitor-to-lead and lead-to-conversion ratios for all your marketing channels. As a result, you can set realistic targets with regard to how many new leads and customers you can expect per channel.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Lower_your_costs_per_lead\"><\/span><b>Lower your costs per lead<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">With comprehensive information about your inbound marketing efforts, as well as the ability to set realistic expectations, you\u2019re able to lower your cost per lead. Utilizing the information you have about your customer profiles as well as their behaviour, you can utilize the most effective channels and content types to drive sales.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_you_can_implement_closed_loop_reporting\"><\/span><b>How you can implement closed loop reporting:<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">In order to gain 360-degree insights about your customers, you need to bridge the gap between Google Analytics and your CRM. You can setup closed loop reporting for your sales funnel by following three simple steps, using our app called GA Connector. With GA Connector, you\u2019ll be able to see your Salesforce data in the reports you build using Google Analytics.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s how you can implement closed loop reporting using GA Connector:<\/span><\/p>\n<ol>\n<li><span style=\"font-weight: 400;\"> \u00a0 <\/span><a href=\"https:\/\/gaconnector.com\/\"><span style=\"font-weight: 400;\">Sign-up for a FREE 30-day commitment-free trial<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> \u00a0 \u00a0 <\/span><span style=\"font-weight: 400;\">Next, begin the setup process by selecting your chosen CRM and following the provided steps.<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> \u00a0 \u00a0 <\/span><span style=\"font-weight: 400;\">Build powerful closed loop reports with comprehensive data on your leads and customers.\u2019<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Once you have completed these three easy steps, you will have access to comprehensive insights about your marketing ROI in your CRM. From there, you will be able to see exactly how effective each marketing channel is and make decisions about which channels to pursue.<\/span><\/p>\n<p><a href=\"https:\/\/gaconnector.com\/\"><span style=\"font-weight: 400;\">Get started now<\/span><\/a><span style=\"font-weight: 400;\"> and create powerful closed loop reports when you sign up for a free trial at GAConnector.com<\/span><span style=\"font-weight: 400;\">.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Traditionally, there has been a disconnect between marketing and sales teams in business. The marketing team is concerned with generating leads while the sales team focuses on turning those leads into paying customers. Neither department usually has any insight into each other\u2019s data, leading to a lack of cohesion. This is where closed-loop reporting comes&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"yst_prominent_words":[483,487,164,171,169,482,568,488,569,480,153,484,316,172,147,320,317,486,481,485],"_links":{"self":[{"href":"https:\/\/gaconnector.com\/blog\/wp-json\/wp\/v2\/posts\/706"}],"collection":[{"href":"https:\/\/gaconnector.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/gaconnector.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/gaconnector.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/gaconnector.com\/blog\/wp-json\/wp\/v2\/comments?post=706"}],"version-history":[{"count":2,"href":"https:\/\/gaconnector.com\/blog\/wp-json\/wp\/v2\/posts\/706\/revisions"}],"predecessor-version":[{"id":820,"href":"https:\/\/gaconnector.com\/blog\/wp-json\/wp\/v2\/posts\/706\/revisions\/820"}],"wp:attachment":[{"href":"https:\/\/gaconnector.com\/blog\/wp-json\/wp\/v2\/media?parent=706"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/gaconnector.com\/blog\/wp-json\/wp\/v2\/categories?post=706"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/gaconnector.com\/blog\/wp-json\/wp\/v2\/tags?post=706"},{"taxonomy":"yst_prominent_words","embeddable":true,"href":"https:\/\/gaconnector.com\/blog\/wp-json\/wp\/v2\/yst_prominent_words?post=706"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}