the screenshot above, the market share we bought during that period is highlighted in green. , summarized by label. Here you can see the percentage of spend for that period, and all the metrics have been optimized.
The glass ceiling problem
After implementing offline conversions, we achieved significant improvements:
- Reduced registration cost.
- Reduced the cost of FTD.
However, even under these conditions, we encountered the so-called “glass ceiling”. In the key European countries on which the main focus was placed, we uae mobile database were unable to exceed a certain percentage of market share. For example, in some keyword clusters we managed to reach 60%, but in others this was impossible.
Reason for allocation
The idea was that with good numbers, you could buy a much larger market share—70% or even 80%. But in most cases, the result remained at 60%, which limited our capabilities.
Statistics by country
Statistics by country for period N
Let’s take a look at the statistics from 90 days after implementing the new analytics. This data shows results that were previously unavailable in Google Ads.
Comparison of leads and FTD
Initially, we only had lead metrics. For example:
- The cost of leads ranged from 38 to 80 euros depending on the country.
- However, if we analyze the cost of FTD (Customer Acquisition Cost), the situation changed.
The conditions of different markets demonstrated the following:
- Brazil. Although the leads were the cheapest, their conversion rate from the data shows 90-day statistics for one of the accounts the FTD demo account was only 1%, making such leads practically useless.
- Germany: Some of the most expensive leads were showing the best slovakia business directory conversion, justifying the costs even at 100 euros per lead. At the same time, our KPI at 1300–1500 euros remained achievable.
A lesson for business
This example clearly demonstrates that focusing solely on the number of leads is wrong. Often, marketing and call centers conflict over the quality of leads, but in the Forex industry this is especially critical. Almost all sales and deposits are provided by call centers, since the KYC verification process in Europe is very complex, including up to 20 fields to fill out.