Episode Transcript
[00:00:00] Speaker A: This boils my blood. The number of Google Ads, quote unquote, experts I have worked with who report to me that hey, we're getting a cost per conversion of $1. And I'm just like, what the fuck is a conversion? And they don't actually know right away. And then I'm like, you cannot give me a report that I am supposed to deliver to a business owner that says, oh, we're getting $1 conversions and not know what the conversion is. I have this spidey sense. I just call it too good to be true. Too good to be true. Vibes. What if you could triple revenue without hiring anyone new? Most local businesses already have the tools to do it, they just don't know it. Join us as we explore how AI automation and smart advertising can help you work less, earn more and build systems that keep paying off. The local AI show is where Main street gets street smart one simple building block at a time. Important, high leverage, high impact pieces of the puzzle that is most overlooked even by people who are experienced or experts is getting the data right in the form of conversion events and feeding that data back to the platforms that need it. This is, I don't hear many people talk about this. I in some circles the big dogs, they'll talk about this, but I don't hear it much beyond that. And so what I mean by this is let's say you're running Google Ads or meta ads and one of the first things you want to do when you're building ad campaigns is not building ads or coming up with creative. It is actually making sure that the right data is being fed back to the ad platforms. For example, we work with restaurants. We have to find a way to make sure that meta ads and Google Ads knows when a reservation was made, that these platforms know when a private event inquiry has happened or maybe more behavioral things which is somewhat advanced class. But when someone spends more than a minute on the website, boom. We want to be able to feed that data back to the platform. Especially as AI does more of the optimization.
You want to make sure that you're giving it the data that it needs. Otherwise a lot of people don't even. They don't have any data going back to it. All they're doing is they're optimizing based on the behavior that happens on the platform. Which you can do some things like maybe you're running lead ads and so you can. That keeps things simpler. Lead ads is where you have a built in form on meta ads, for example, and people just click the ad and then they fill out the form and then boom. That data will obviously automatically get fed back. But if you're sending people off the platform, we want to make sure that the right conversion event data is getting sent back to the platform. And so that's what I wanted to jam on today.
[00:03:02] Speaker B: Okay, so just playing like not devil's advocate, but average Joe business owner kind of thing, I would ask after hearing this, what do you mean? Like the conversion data is already in there. See it? It's telling me in Facebook how many conversions are happening. It's telling me in Google Ads how many conversions are happening. So what are you talking about?
[00:03:21] Speaker A: There are two things here. I would be surprised. We're speaking mostly to local business owners, right? And if you're an e commerce business, this game is, it's different, right? Let's say you have a Shopify website and that's easier because let's say you're running ads on meta. You just take the pixel code, you plop it into Shopify and then Shopify will just feed back all this data to the platform. You don't even have to worry about it. It'll send who added something to their card or who initiated the checkout or who finished the checkout and how much. These orders are.
[00:03:55] Speaker B: Average order value, even that used to be pain in the ass to set up and difficult. A lot easier now. Thankfully Fly makes it easy, whatever. But yes, e commerce is very different, right? Like you're tracking conversions and most platforms have it built in for it.
[00:04:07] Speaker A: Yeah. And then so there's that piece. Right. But if you're a local business, you.
And before we go on this call, I was thinking about this. I was like, is this going to become just dog shit simple soon? Like really just easy? Is it just going to be out of the box? Meta automatically knows when a high value action was taken on the website.
And I'd like to think so, but I'm not convinced. No matter what, at least for the next five years, you are going to want to understand what are the high intent, high impact actions that people are going to be taking on your website. And you're going to want to find a way, whether you have to hire somebody or watch some tutorials yourself, you're going to want to find a way to send that conversion data back to it. And the other point of your question. Oh, Google Ads. Google Ads shows you conversions. You always got to look at what the conversions actually are. This is one of the apps. This boils my blood. The number of Google Ads Quote unquote, experts I have worked with who report to me that, hey, we're getting a cost per conversion of $1. And I'm just like, what is a conversion? And they don't actually know right away.
And then I'm like, you cannot give me a report that I am supposed to deliver to a business owner that says, oh, we're getting $1 conversions and not know what the conversion is. And so oftentimes what'll happen. And I have this spidey sense, I just call it too good to be true, too good to be true vibes. I say this once a week where it's just like the results we're getting are just too good to be true, right? So if you're getting a dollar conversion as a local business, you're getting, you got to be like, okay, or like CPA cost per acquisition. But you have to understand, let's be.
[00:05:55] Speaker B: Very clear there, cost per conversion, cost per acquisition are two very different metrics, right? And if they, if you do actually have a true cost per acquisition, that's a very different number than, than the cost per conversion is going to be.
[00:06:06] Speaker A: Yeah, yeah, that's an interesting point because.
[00:06:08] Speaker B: Yeah, cost per acquisition is how much to actually get that paying client, right? So in some instances it could be a few. You fill out the form and you pay for something, right? And then right there, that action, you already are a paying customer or whatever. But in a trades or you can talk about a restaurant after maybe in healthcare or something, right? When you're patient and you're booking or whatever, right? Or any trades, if you book a form out, right? Or even a consultation is just a consultation, it's like that's a conversion. And that might be the best that we can do as far as the SEO agency or digital marketing agency, because that whatever CRM they have or system that they have is not allowing us to track all the way through. And so the best that we can say is, okay, we're optimizing for conversions. And conversions are form fill outs or contact us form fill outs. And then that's. And that's fine. But then grand you need to go, how many of those does it take to get to what? To get to a paying client? How many now consultations does it take? How many people filling out the contact form does it take before one of these people is actually a paying customer? Because you're. If the client says, my cost per acquisition is $100 or I need it to be a hundred dollars, and. And you're like, you have cost per acquisition of $50 but it's just on form fill outs and you find out that it takes 10 form fill outs to actually book a paying client. Now your cost per acquisition is well above their hundred dollars, right? So figure out what that is. Sometimes it's very difficult to track all the way. But as a the local business owner yourself, just figure out what conversions are important to you and you should know your cost per acquisition for at least one strategy, whether organic or referral sources or whatever. Have some idea what it takes to generate one client and then some idea what that client average is worth. You need to be able to say one person costs us X amount of dollars and they will last for three years, 3.2 years or whatever and then have a value for that without numbers, where are you going?
[00:08:02] Speaker A: Right, so it's like that, that really important ratio of how much it costs you to get a customer, what does that cost and then the customer lifetime value. And if you understand those two, that is you are so much further ahead of most, definitely most restaurants, but also most local businesses in general. And it's. But it isn't always easy to establish those numbers if you don't know how or especially in the restaurant space if you don't have the tech setup that facilitates it. Like a lot of restaurants, there are some restaurants who we've worked with who do not have a reservation tool. They're not taking reservations, they don't do any online ordering. It's literally just they have a website, they have some social media, that's it. And so it's okay. How are you supposed to understand how much it costs you to acquire a customer? Sure, you could take your entire marketing spend over the last year and you could divide it by the number of orders you have in your pos. That can give you maybe a loose idea, but it's not even close to the point where it'd be actually truly actionable.
[00:09:11] Speaker B: Conversion tracking, event tracking.
And my entire day today up to this point has been spent trying to find a way to track end to end in Jane app and connected to go high level. Okay. Jane app is a very popular booking system and CRM for medical professionals. And it is a huge company and they have pitiful integrations, like maybe a dozen. And they don't have an API, a local API. So they don't allow you to integrate with anything else. It's some weird ass workaround that you need to do that nobody knows about and you would never figure out. And it's not an easy process. So As a digital marketing agency, I can get to the point where they. They leave the site or they click the button and I can track the button click. But then when they go over to Jane app and they book, there's no way to get that information back. Yes, it can show up in Google Analytics, but how do you pipe it into somewhere meaningful where you can make decisions about it? For us, meaningful is we use go high level but whatever the platform is.
[00:10:18] Speaker A: Dude, this is why we do this podcast. It's like we're living parallel lives. I literally did the same thing today with two other experts trying to figure out how to my Jane is opentable for restaurants and Open Table is a publicly traded company and it's. They don't make it easy to track conversions. You can work with them to. They do, but it's not like you don't have a lot of control over it. And so they. So our solution is you have the Open Table widget on a restaurant's website and you can make it so that when they go through the Open Table process, they do not leave the page. And then what you have to do is you have to install a little piece of a little JavaScript listener thing that'll fire to Google tag manager and that's how you get it. And it's pretty janky. And then sometimes their widget on different website builders does not work the way you'd expect to anyways. After years of them trying to figure out how to track their conversions, we set it up for them so that it actually works. So we go into Google Ads and we can literally see how much it costs them to get a reservation confirmed on OpenTable. And this is groundbreaking shit. But it shouldn't be. It should actually be just so simple. Especially you're working with OpenTable. Publicly traded Google Ads.
Massive. More engineers than NASA Meta. These are huge companies that I think it's almost. I'm not conspiracy theorist or anything but it's. Sometimes it feels they go out of their way to make it way more complicated than it needs to be. And I know we see that they are trying to solve this and they have things, oh, you can boost a post or smart campaigns on Google which is being deprecated. Do you know that?
[00:12:07] Speaker B: Yeah, it's going fully AI right.
[00:12:10] Speaker A: Yeah. So they're going full performance max. But anyways. So yeah, it's. It's. I just, it's.
[00:12:14] Speaker B: I'm not done shooting on Jane.
[00:12:16] Speaker A: What's the solution with all this?
[00:12:19] Speaker B: And what solution can we provide? Can the restaurant or the Local businesses, restaurant owners or tradesmen or whatever, what can they do to track? So let's just rewind to the very basics of starting out with having Google Search Console set up, Google Analytics set up, right then connected to your Google Ads account.
[00:12:37] Speaker A: Let's talk about the, the kind of the Google tracking ecosystem which is a jungle, but let's see if challenge ourselves to see if we can make it real simple. Okay, so no matter what business you are, your local business, you're a plumber, restaurant, you got a therapy clinic or whatever, you're going to have a website, right? You're going to have a website.
On that website you are going to have some scripts, some tags. And these scripts and tags are going to do things like measure the traffic or they're going to listen for cool little things that matter, that think behavioral things that people do on the site.
[00:13:17] Speaker B: And then a tag is just a piece of code, right? It's just a string of letters and symbols and stuff collectively. You just copy it, you paste it in somewhere or somebody does it for you. Tags, code, piece of code, same thing exactly.
[00:13:32] Speaker A: And then so they're basically there are I would say three key things you're going to want to add to your website. It does not matter if that site is built on WordPress or Wix or Squarespace. But thing number one I would say is Google Search Console. This is basically this connects your site to the veins of tells Google what how your site is built. It tells it how it's ranking for different keywords. It's basically the search part of. And then number one, I think number two is Google Tag Manager. And this is the thing that you can basically use to manage all of those little pieces of code. Whether it's like a little maybe you have like your meta page pixel, your meta tracking pixel, your Google Ads tracking Pixel. Maybe you have a cool little pop up feature or something you want to install there. You can do that via Google Tag Manager once it's on your site. And then finally I would say is Google Analytics which you can also set up via Google Tag Manager. And those are the three key Google things that I honestly a lot of first of all, most business owners don't know any like any of them maybe Google Analytics. But secondly, even many pros like haven't taken the trouble of setting up Google Search Console like most website designers will just make you a pretty website and then call it a day. But the most important piece is making that website perform. And if you want your website to be more than just a pretty brochure, you want it to be a workhorse, you must have Google Search Console, Google Tag Manager and Google Analytics. And obviously in the Google Tag Manager you want to have analytics and then you want to have your meta pixel tracking code and then also your Google Ads tracking code.
[00:15:26] Speaker B: Okay, let me jump in there. Google Analytics, we're on four now, is the newest version of Google Analytics. Google Analytics is like user metrics, right? So what is the user doing? Where are they coming from? What countries are they coming from? So it's all the data that you can get about the user themselves. And, and then Google Search Console is more about the site and the technical aspects of the site and it kind of reports on that. So you can look at it from, you can see users and then experience and get demographics. With GA4 or Google Analytics 4 or you can see with GSC, you can see in Google Search Console just about the troubleshooting, indexation, visibility in search engines and that kind of thing. So those two are super important to get set up, to actually install them. Pretty straightforward. Usually if you're 100% not technical at all and everything, you just don't want to deal with anything, then just go to your web developer and say, I need to install this and this, and then they'll take care of it for you. It's just copy and pasting a piece of code somewhere and putting on your website in the right place. And then Google Tag Manager is another piece of code that gets added to the back end. But this piece of code is special because it allows you to manage all other pieces of code, all other tags that are going to be added onto the website to track things. So it gives it a one central location for anything that you're going to be doing as far as scripts that need to be added to the site. So instead of now having to for an SEO company, instead of actually having to go back and ask the web designer all the time, hey, can you install this or this? It's just easy for us to be able to do it ourselves.
From a web small business owner's perspective, it's just one place to log in and you can take care of all of the changes that need to happen, or you can let your technician or whoever it is or SEO guy take care of it for you. I will say I do not find any of those platforms easy to use. GA4 is a mess. Search Console is probably the most straightforward. Google Tag Manager is. I would not suggest learning yourself. If you're comfortable with coding, if you're comfortable with Coding, jump in there. So I hire out, we have technicians that do that, all that stuff. I do not do the implementation of Google Tag Manager for any of our clients anymore because it's a nightmare.
[00:17:40] Speaker A: Yes, I agree. And we're supposed to be making this.
[00:17:44] Speaker B: Simple just so just know that these things are the most helpful things you can ever have. But sometimes you can't install the thing yourself. Right?
[00:17:51] Speaker A: No, it's. Yeah, it's out.
[00:17:52] Speaker B: So what you're saying yourself. So we're not telling you as a little business owner, go out and build a website, be ridiculous. So that's the same thing as saying, hey, go up and figure out how to use Google Tag Manager. No way.
[00:18:02] Speaker A: Yeah. So what you can do is you could go on, say Upwork or Fiverr and you could find someone who is a tracking and analytics pro and they could help you set all this stuff up. That for 99.9% of folks, that's probably what you're going to want to do.
[00:18:15] Speaker B: That's upwork, I think.com and fiverr.com F I-V E R R.com so those are just outsourcing platforms to find consultants and how you can hire on a per project basis.
[00:18:29] Speaker A: I think the value is for the listener here is knowing that you can do these things, knowing the things that you can track. And so for example, we have, and I have been at this for eight, eight years, right, Just doing digital marketing and growth for restaurants. And we have just standardized the events, the conversion events that we are setting up for restaurants. And so I'm just going to go through them really quickly just so that you start to have a sense of if you are going to go to someone to help you set this up, you should at least have an idea of what you want to get set up. And for restaurants, a primary conversion would definitely be a reservation confirmation, right? That's a primary conversion. Next would be another primary conversion, maybe for a different campaign. Would be a private event or catering inquiry submission form. Boom. That's something that you can track. And then another one would be online orders. And then you want to break out some of the sec, I call them conversion signals. These are just signals that we can feed back to the platform. We're probably not going to optimize a campaign for them necessarily, but we're going to feed that back to the platform so that Google and Meta has this so that it can send more people like, like what the data is telling it. Right. So that, that's why it's. I don't even Know if I said that? But fundamentally, that's why this matters is because basically Google and Meta are insanely smart optimization machines. They're about as close to omniscient as you can get. They know, think about Google. Oh my God, you got, you got Gmail, you have Chrome, the browser. Just those two alone. Forget what all their other products.
But they know so much about you and whether you like it or not. So yeah, Gmail, email, it knows so much. And so we want to make sure that we are sending data back to it that says, hey, these are the people that make reservations. Because when you optimize a campaign for people that make reservations, Google knows, okay, this is important to this business.
I am going to send more people like that. I'm going to show their ads to more people like this. You have to always understand that you got to align incentives. Right? They want to send you more of the right people because they know that if you continue to get good results, you're going to continue to advertise. Right. And, and then on the other hand, we want to, we want our ads to be good so that we provide a good experience so that folks stay on their platform as much as possible or at least engage in it in a positive way because then you are creating more value for that platform. Right? So we try to make things a win, win as much as possible. But the whole point of all of this, making sure that the, the conversion data being sent back is so that they can just get you better and better results. Because if, for example, you're doing what most people do, which is maybe you don't even have a pixel set up on your website, right? Oh my God.
[00:21:33] Speaker B: And what is a pixel?
[00:21:34] Speaker A: Pixel is just the tracking code. This is just the tracking codes. Like bare bones, very basic is you just have the pixel on your site in your header and footer code. Just like you go to Meta, you're setting up your ads and you just take screenshots, put in chat, you can ask you to walk it, walk you through it. That part is for the most part quite simple. And if you're using something like WIX or Squarespace or even high level, it's fairly straightforward.
[00:22:00] Speaker B: If you're using, yeah, WordPress with a pixel my site plugin. Right. They're pretty advanced. Facebook recommends them now.
[00:22:07] Speaker A: Yeah. Or yeah, you could use WP code. Yeah, I think you're right. Pixel my site is. Yeah, it's literally recommended by them. And Pixel my site makes it quite simple. So that's a plugin. You go to get you install it, boom. Really simple, it's free. And then you just plug in your code in there and then boom.
[00:22:21] Speaker B: You're not WordPress plugin, right?
[00:22:23] Speaker A: As WordPress, you're not done.
But that's how you'd start it. And then at least that way Meta is at least getting something. You know, it's getting something people who just go to your website and they spend some time there. But that's random, right? That's why we go the next. We go layers beyond that and we find ways to send the right data back to Meta and Google.
[00:22:47] Speaker B: So there's think about conversions as anything that happens on your website that moves somebody to the step of becoming a customer. If they're not actually becoming a customer by buying something or signing up for something or booking an appointment directly on your website, then if they fill out a consultation form or a contact form or a phone call, all of these things are moving towards. Then a phone call could turn into a consultation right away. That which could turn into a sale. Right? Anything that moves towards that sale, like looking at a specific page is not one of those things that's moving towards the sale. It could be it's showing some interest on this page. So it can highlight maybe products that are doing well or services that are doing well. But those are all secondary. But for main conversion points, you're looking at phone calls. So phone clicks and you can put the click when the user clicks on the hyperlinked phone number on the website, that's going to count as a phone call. Again, you don't know for sure. 10 out of 10 people called and they got through and then you talk to somebody. But it's pretty accurate. But it's not a true engagement about actual conversions. So phone clicks, contact us forms, consultation forms, those are essentially the main conversion points for any local business. Some people might have. If you're product or service oriented again, if you can buy stuff online, it's a little bit different. You're more of an E. Comm scenario there. But other things that watch while you have code set up is how much of a video did somebody watch or how much do they start the video, complete the video, how many people started versus completed. Maybe that shows you that that five minute video is too long. You know that company intro video should be. Maybe you see people dip off at the two minute mark. So you're like, oh, let's make a shorter version of this thing. We're losing people anyway, right. So then. And then they actually watch the whole thing. That increases metrics for YouTube. But anyway, so you can track pretty much whatever you want on your website once you have Google Analytics cracking code.
[00:24:43] Speaker A: Yeah. And then you can also send as signals behavioral things. So for example, if someone spends more than a minute on your website, that's a pretty high value person because think about people's attention span. If they click through your website and they spend more than a minute, that's that definitely shows interest. And so you're obviously not going to be optimizing for that. But what you could do is you could potentially create an audience as a whole nother can of worms. What I will I think wrap up with this. So what I was touching on is you can build retargeting audiences. So where I think one of my favorite examples that you just touched on is our video views. So let's say you have a whole bunch of great Instagram reels content and you have some that just get tons and tons of engagement. People love it. So you could take those high performers, turn them into a video views ad campaign on meta and then what you can do is you can go into your audiences tab and you can create a, an audience of people who have watched a certain amount of your video content. So for example, if someone watches more than honestly more than 45 seconds of a video view, especially if it's running as an ad, that is a person who is, they're interested, right. So if someone is, let's put it.
[00:25:53] Speaker B: To a percentage, right? Because it doesn't matter. It depends on the size of the video. So what's your, what do you think for percentage wise? I'd say you pass 50%.
That's a pretty, pretty interested audience.
[00:26:03] Speaker A: Yeah, yeah, yeah. It depends, it depends on the length of the video. But yeah, if it's a 10 second video and it's 50% then that's less juicy. But if it's a minute or two minute video and they're watching 50% or you can also track through plays, that's a pretty interested audience that you could then make the case for building out another ad campaign that targets that audience and maybe you make them an offer, right something nudge them over the edge and so that's what's really cool. But that's a whole other can of worms. I do think I want to close this off on on the note of good data and feeding especially an ad platform good data is I do think massively slept on thing in the local business space. Just people don't even know. But you can upload your customer lists as Audiences to both meta and to Google. And so then what you're saying, you tell the platform hey, these are all of my customers. Especially in a restaurant that tends to, tends to do higher volume.
[00:27:07] Speaker B: It's so for restaurants it might be easier because, because you do have higher volume. But Facebook for her meta requires a thousand contacts to create their own list. Right?
[00:27:15] Speaker A: Yeah.
[00:27:16] Speaker B: What they're doing is they're matching that email to see if it actually has an account. So even then my personal account is my Facebook account or Facebook evo email, not my business account. So you don't always get a great match. But certainly if you have a large list, it's absolutely a valuable strategy to get as many as you can look likes based on your list.
[00:27:35] Speaker A: And to that point it might be easier if you're a restaurant. But how many restaurants do not capture guests data? Many restaurants are, they have their pos but maybe they're not really taking reservations or they have a lot of walk ins but they aren't connecting that walk in to an actual contact. And that to me is mind boggling.
[00:28:00] Speaker B: And I know that's. How do you get somebody. It's an interesting concept because how do you get somebody that's going to Max Milk or 7Eleven to buy a chocolate bar to become a customer and then you get his email addressed. That's not normal. I don't go to a restaurant and think I'm going to hand you my email address so you can market to me. So it's not, it's not something that just, it just automatically sets itself up naturally. You actually have to think about it for a second. Okay, how are we going to make this happen? Right?
[00:28:24] Speaker A: Yeah. And I mean in restaurants so you have to main ones which is you got to accept reservations obviously if you're a burger joint or a cafeteria style not going to take reservations. But if you have any form of sit in dining, just take reservations. You it comes from online ordering. You got to have some sort of a private event or some sort of a larger ticket way to capture a larger ticket offering where you can capture.
[00:28:50] Speaker B: What'S that you do like a newsletter. So yeah. So something valuable from a restaurant.
Teach me how to cook some like you're cooking, right? Like how to make the perfect steak or whatever. That's interesting stuff. And then you get their emails for that because your in your stuff is interesting and I love the food at your place. So now you're teaching me how to cook at home.
[00:29:06] Speaker A: Yeah. So yeah, those are like the kind of the main three on Your site, right? Reservations, online orders and private event or catering inquiries. But then yeah, to your point there, let's say you are a convenience store, then what you're probably looking at doing is extending some kind of a, an offer to the market. And, but the offer is maybe it's like a buy one, get one free or something. But, but it's always a barter, right? And the barter is, hey, I'm going to give you this thing and in exchange for that thing, I require your contact information. And this isn't a lot of restaurant owners.
[00:29:37] Speaker B: I'm going to provide valuable information. That's why not. Because I'm going to spam the out of you.
[00:29:42] Speaker A: Yeah, that's exactly it. And so I always, when we're working with a new restaurant, I always do a pulse check where I'm like, let's say we build up a nice size email list for you and we're going to, we're going to send, send bi weekly newsletters just to strengthen the relationship with the guests. Nothing spammy. It'll always be like a valuable piece of content that's thoughtful And I always ask that question, I just say how does like how does that idea land for you? We'll draft up a newsletter and just so they can see how it looks with their brand and maybe an image of their team, maybe a little recipe or something like that. And then okay, this makes sense. And then you make the classic case of every dollar invested in email marketing generates an average return of 36 to $42. And they're like, oh, okay, this all makes sense. And then eventually we get there. But, or more importantly, it's not for them. Right? And unsubscribing is great. It's great for everybody.
It makes, I don't want to, I don't want to show you content if you're not interested and I don't want you on my list if you're not interested because then you just adding bloat.
[00:30:42] Speaker B: So I think business owner money, right? Most platforms are by contacts, right? So if I have all these people not opening my emails again, back to statistics and stuff. You're going to see a bunch of stats. It's this percentage is unopened and then they're unopened for the past six months. You're paying for those people to be an unopened and never open your email. Right? They don't want to be, they don't want to open it. And you've tried different ways to get like changing up subject or subject lines and things like that to actually get them to open it. And if that doesn't work after six months or three months or whatever, get them off.
[00:31:10] Speaker A: Exactly. That's a great point, and I think a great point to wrap up on there. Reese. We're at nine minutes over my target, my target time and any, any nuggets of wisdom, anything you want to leave the audience with or your. Or declare your excitement over over the next week.
[00:31:24] Speaker B: Just to stick with the conversion tracking. So numbers are the utmost important thing, right? To know your numbers and to have the stats, you can't do anything without them, right? Like if you, if you spend this much money on this ad platform, this much money on this ad platform, there's some organic stuff. You're. You're paying for some. Your SEO guys in there, and there's traffic coming from all these different places. And then all you have on the other side is, oh, this month it was 23 customers. Or, oh, last month it was 36. Oh, okay, you know what? We were going down. Next month it was 42. Oh, I don't know why. Without numbers, without knowing where the people came from and how much money was invested in that particular platform and then your customer, lifetime value of that, that patient or one patient, how much you spent on it, without knowing all those stats and the conversion numbers and everything, and the actual. What it took, the cost per acquisition, what it took to actually acquire that person as a customer, well, then you're just flying blind, right? You're just throwing shit at the wall. So try to get it at the very beginning. Just get Google Search Console, Google Analytics, you can bring in Google Tag Manager later on. It's. Of the three, it's the least important, but Google Analytics for sure, the utmost importance. And then Google Search Console, get those things installed first and just start looking at the data that's coming into your website. I'm sure you're going to see things in there that you'll be like, oh, my God, I didn't. I had no idea that all these customers were coming from here or here or they were going to this page. I had no idea that 50% of these customers went to the about us page. And my about us page is shitty. So just get it installed and, and just get Google Analytics and Google Search Console installed. Start with that and then just intrigue yourself with the data and then work from there.
[00:33:02] Speaker A: That sage wisdom just get titillated by the data and it's going to be great. All right, Reese, another great episode.
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