{"id":1351,"date":"2023-12-06T15:19:50","date_gmt":"2023-12-06T15:19:50","guid":{"rendered":"https:\/\/www-staging.gaconnector.com\/blog\/?p=1351"},"modified":"2023-12-06T15:21:54","modified_gmt":"2023-12-06T15:21:54","slug":"case-study-how-ga-connector-helped-one-foot-abroad-save-the-ads-that-drove-44-5-of-their-revenue","status":"publish","type":"post","link":"https:\/\/www-staging.gaconnector.com\/blog\/case-study-how-ga-connector-helped-one-foot-abroad-save-the-ads-that-drove-44-5-of-their-revenue\/","title":{"rendered":"Case study: How GA Connector helped One Foot Abroad save the ads that drove 44.5% of their revenue"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">One Foot Abroad is a tour booking company that helps arrange trekking experiences in some of the most beautiful places in Europe. It is a group that includes <\/span><a href=\"https:\/\/followthecamino.com\/\"><span style=\"font-weight: 400;\">Follow the Camino<\/span><\/a><span style=\"font-weight: 400;\">, the original Camino de Santiago tour operator. Follow the Camino specializes in organizing walking and cycling holidays along the Camino de Santiago.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For <\/span><span style=\"font-weight: 400;\">6<\/span><span style=\"font-weight: 400;\"> years already, they\u2019ve been using GA Connector to track the source of their leads.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Recently, some of the team members posed a question: <\/b><b><i>are Google Ads and Meta campaigns worth all that money being spent on them?<\/i><\/b><\/p>\n<p><span style=\"font-weight: 400;\">After all, the company was already ranking highly in organic search. Some of the raised questions:<\/span><i><\/i><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Does it make sense to allocate all that budget to paid ads as well?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Also, when a lead comes up without having any additional information, should it be equally valued as per the filled ones?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What if you combine these with the source being paid advertising?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Thanks to GA Connector reporting, they found out the answers to these. Surprisingly, <\/span><b>yes it does<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Read on to find out why, and how GA Connector might also help you avoid turning off marketing channels that drive sales.<\/span><\/p>\n<p>&nbsp;<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_89 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:\/\/www-staging.gaconnector.com\/blog\/case-study-how-ga-connector-helped-one-foot-abroad-save-the-ads-that-drove-44-5-of-their-revenue\/#Setting_up_closed-loop_reporting_by_adding_GA_data_to_Zoho_CRM\" >Setting up closed-loop reporting by adding GA data to Zoho CRM<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www-staging.gaconnector.com\/blog\/case-study-how-ga-connector-helped-one-foot-abroad-save-the-ads-that-drove-44-5-of-their-revenue\/#Comparing_organic_vs_paid_traffic_performance\" >Comparing organic vs paid traffic performance<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www-staging.gaconnector.com\/blog\/case-study-how-ga-connector-helped-one-foot-abroad-save-the-ads-that-drove-44-5-of-their-revenue\/#How_the_sales_team_used_GA_data_to_optimize_lead_scoring\" >How the sales team used GA data to optimize lead scoring<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www-staging.gaconnector.com\/blog\/case-study-how-ga-connector-helped-one-foot-abroad-save-the-ads-that-drove-44-5-of-their-revenue\/#Would_you_like_GA_Connector_to_help_your_business_achieve_similar_results\" >Would you like GA Connector to help your business achieve similar results?<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Setting_up_closed-loop_reporting_by_adding_GA_data_to_Zoho_CRM\"><\/span><b>Setting up closed-loop reporting by adding GA data to Zoho CRM<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">One Foot Abroad is using the following sales and marketing stack:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Zoho CRM to keep track of their lead and client records.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A website with some lead forms, plus a Zoho SalesIQ chatbot to capture leads and Zoho Campaigns for Email Marketing.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Google Ads and Meta campaigns with different running objectives.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Channel partner commission structure.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Google Analytics 4 to track their website performance.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">But the problem with these tools is that by default, they don\u2019t give you visibility on the full customer journey.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In Zoho CRM reports (as with most other CRMs too), you can see the number of leads and potentials\/deals. However, without the information about their marketing source.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>But how can you measure marketing performance if all you know is the number of leads?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s where GA Connector comes in.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">GA Connector adds traffic source data (and more) to your CRM:<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1352\" src=\"https:\/\/www-staging.gaconnector.com\/blog\/wp-content\/uploads\/2023\/12\/image1.png\" alt=\"\" width=\"1213\" height=\"750\" srcset=\"https:\/\/www-staging.gaconnector.com\/blog\/wp-content\/uploads\/2023\/12\/image1.png 1213w, https:\/\/www-staging.gaconnector.com\/blog\/wp-content\/uploads\/2023\/12\/image1-300x185.png 300w, https:\/\/www-staging.gaconnector.com\/blog\/wp-content\/uploads\/2023\/12\/image1-1024x633.png 1024w, https:\/\/www-staging.gaconnector.com\/blog\/wp-content\/uploads\/2023\/12\/image1-768x475.png 768w, https:\/\/www-staging.gaconnector.com\/blog\/wp-content\/uploads\/2023\/12\/image1-788x487.png 788w\" sizes=\"auto, (max-width: 1213px) 100vw, 1213px\" \/><\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Comparing_organic_vs_paid_traffic_performance\"><\/span><b>Comparing organic vs paid traffic performance<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Many marketers have been here:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You\u2019re ranking high for your top keywords.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But you\u2019re also paying <\/span><b>a lot<\/b><span style=\"font-weight: 400;\"> for marketing platforms, such as Google Ads and Meta campaigns.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You kinda want to turn these ads off, since you basically get the same traffic via organic\u2026<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But at the same time, you\u2019re not completely sure about this.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">That was the case with One Foot Abroad.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Part of the team was convinced that Google Ads and Meta campaigns were a waste of money.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Plus, these types of leads summing up the non-filled information were harder to close for some reason, and often further away from the buying decision.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">However, the company\u2019s marketing team went ahead, gathered the information and compared the actual performance of paid ads vs organic traffic:<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1353\" src=\"https:\/\/www-staging.gaconnector.com\/blog\/wp-content\/uploads\/2023\/12\/image2.png\" alt=\"\" width=\"669\" height=\"423\" srcset=\"https:\/\/www-staging.gaconnector.com\/blog\/wp-content\/uploads\/2023\/12\/image2.png 669w, https:\/\/www-staging.gaconnector.com\/blog\/wp-content\/uploads\/2023\/12\/image2-300x190.png 300w\" sizes=\"auto, (max-width: 669px) 100vw, 669px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">As it turned out, Google Ads leads were an important source of revenue for the company.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Moreover, <\/span><span style=\"font-weight: 400;\">they were bringing a lot more B2B leads for their <a href=\"https:\/\/followthecamino.com\/en\/camino-tours\/camino-guided-tours\/\">group tours<\/a><\/span><span style=\"font-weight: 400;\"> that spent a lot more money with the company, making it a relevant slice of the turnover.<\/span><\/p>\n<p><strong>As a result, One Foot Abroad kept the traffic source that was driving 44.5% of their revenue.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_the_sales_team_used_GA_data_to_optimize_lead_scoring\"><\/span><b>How the sales team used GA data to optimize lead scoring<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Leads aren\u2019t created equal. There are some people that would never buy no matter what you do. And some that could buy your most expensive product, and in bulk.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s where lead scoring comes in. Lead scoring allows your sales team to prioritize, and focus on the 20% of leads that would be responsible for 80% of your revenue.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One Foot Abroad used the data from GA Connector to give lead scoring additional data to prioritize based on:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Which pages they visited.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How many pages they visited.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Which traffic source they came from (e.g. Google Ads and organic leads turned out to be way more valuable than Facebook leads)<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">As a result, the company\u2019s sales team was spending less time to close more deals, increasing productivity and time to focus on side projects.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Would_you_like_GA_Connector_to_help_your_business_achieve_similar_results\"><\/span><b>Would you like GA Connector to help your business achieve similar results?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Feel free to <\/span><span style=\"font-weight: 400;\">reach out to us<\/span><span style=\"font-weight: 400;\">, or <\/span><span style=\"font-weight: 400;\">get a free trial<\/span><span style=\"font-weight: 400;\"> to see how it will work for your business.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>One Foot Abroad is a tour booking company that helps arrange trekking experiences in some of the most beautiful places in Europe. It is a group that includes Follow the Camino, the original Camino de Santiago tour operator. Follow the Camino specializes in organizing walking and cycling holidays along the Camino de Santiago. For 6&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[679],"tags":[],"class_list":["post-1351","post","type-post","status-publish","format-standard","hentry","category-case-studies"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Case study: How GA Connector helped One Foot Abroad save the ads that drove 44.5% of their revenue - GA Connector<\/title>\n<meta name=\"description\" content=\"One Foot Abroad is a tour booking company that helps arrange trekking experiences in some of the most beautiful places in Europe. 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