Carbon Collective – MarketLytics

Case Study

Innovative Source Traffic Attribution for Climate Investment Advisors

Carbon Collective is an online investment advisor solely focused on solving climate change. It helps users divest from fossil fuels and invest their savings in green, sustainable stock & bond portfolios.

Impact

Set up full funnel attribution of offline sales to marketing channels.

Impact

Helped reallocate 100s of thousands of dollars of ad spend to the most profitable channel.

the challenge

Carbon Collective has a complex multi-domain funnel. Users first come to the company’s landing page, then move to a Typeform to fill in their details, and finally receive an advisory call scheduled to close the deal. This process can sometimes take weeks, if not days, as the user moves through multiple platforms.

All this back and forth is a nightmare for attribution. Carbon Collective had no way to see how its landing pages and marketing channels were really performing. Consequently, this made it tough to allocate ad spend to the right channels.

the solution

We helped solve the problem by setting up source traffic attribution. Here’s how:

We stored source traffic information in a cookie and embedded that information as parameters into the links of the sign-up button.
Next, we created hidden fields in the sign-up form and added custom properties in their CRM to pass that information. This allowed us to show attribution data in their CRM.
Finally, we created several zaps to send this data to Facebook and Google Ads to help Carbon Collective optimize their marketing campaigns.

the result

With source traffic attribution across their website, Typeform, and Hubspot CRM, Carbon Collective now has access to accurate landing page performance and paid advertising wins. It also has a clear picture of its marketing funnel. Powered by the knowledge of user source and drop-offs, Carbon Collective is now taking data-backed actions and boosting their impact.

“We’re big on SEO, paid search, and display video. So we need data from these channels and very clear insights to improve our decision-making. MarketLytics enabled us to be better at our internal decision-making on where to spend and when..”

Martijn Scheijbeler, VP Marketing, RVshare

400+ eCommerce and SaaS brands are making better, data-driven actions thanks to MarketLytics