Ad Platform Conversion Optimization Project at Ramp
Project Owner: Austin Hay
Support: X, Y, Z, A
Key Stakeholders: Martech, Web Engineering, Paid Ads, Data Engineering
Slack Channel: #xyz
Ramp runs a complex business cycle. We collect user events at the Top of Funnel (TOFU), but convert business opportunities at the Bottom of Funnel (BOFU). Historically, we have run ad attribution against our TOFU website events.
Specifically, when a user landed on our web pages, or navigated to the pre-qualification flow (/self-serve, /contact-sales, or /demo-request) we would issue a Segment event and [in some cases] issue an event directly to our ad networks with an event to represent the conversion.
Let's call this TOFU Ad Conversion 1.0.
We all see and agree that there is an opportunity to optimize our ad spend against the juice that really matters - our BOFU events. What does this mean?