01 / Find the signal
Per sign-up
Put every channel on one target.
Two weeks rebuilding reports so search and social were judged by the same cost per sign-up.
The case / No. 006
01 · The turning point
Lots of trials.
Lots of trials.
Lots of trials.
Lots of trials.
Few members.
Few members.
Few members.
Few members.
Lots of trials.
Few members.
Lots of trials.
Few members.
Lots of trials.
Few members.
Kestrel paid for search and social ads that brought in trial sign-ups at very different prices.
Kestrel paid for search and social ads that brought in trial sign-ups at very different prices.
Kestrel paid for search and social ads that brought in trial sign-ups at very different prices.
Kestrel paid for search and social ads that brought in trial sign-ups at very different prices.
Each channel was managed on its own, with its own targets. Nobody compared the cost of a sign-up across them.
The challenge
One target for every channel: a cheaper sign-up that turns into a member.
Kestrel paid for search and social ads that brought in trial sign-ups at very different prices.
Each channel was managed on its own, with its own targets. Nobody compared the cost of a sign-up across them.
The challenge
One target for every channel: a cheaper sign-up that turns into a member.
