If you want to help your clients get a clearer picture of the real value of your efforts, try some of the following methods.
1. Know what constitutes a conversion
What’s the main action your client wants people to take on their website? This is usually something like a form fill, a phone call, or an on-site purchase (e-commerce). Knowing how your client uses their website to make money is key.
2. Ask your clients what their highest value jobs are
Know what types of jobs/purchases your client is prioritizing so you can prioritize them too. It’s common for clients to want to balance their “cash flow” jobs (usually lower value but higher volume) with their “big time” jobs (higher value but lower volume). You can pay special attention to performance and conversions on these pages.
3. Know your client’s close rate
How many of the leads your campaigns generate end up becoming customers? This will help you assign values to goals (tip #6).
4. Know your client’s average customer value
This can get tricky if your client offers different services that all have different values, but you can combine average customer value with close rate to come up with a monetary value to attach to goals (tip #6).
5. Set up goals in Google Analytics
Once you know what constitutes a conversion on your client’s website (tip #1), you can set up a goal in Google Analytics. If you’re not sure how to do this, read up on Google Documentation
6. Assign goal values
Knowing that the organic channel led to a conversion is great, but knowing the estimated value of that conversion is even better! For example, if you know that your client closes 10% of the leads that come through contact forms, and the average value of their customers is $500, you could assign a value of $50 per goal completion.
7. Consider having an Organic-only view in Google Analytics
For the purpose of clarity, it could be valuable to set up an additional Google Analytics view just for your client’s organic traffic. That way, when you’re looking at your goal report, you know you’re checking organic conversions and value only.
8. Calculate how much you would have had to pay for that traffic in Google Ads
I like to use the Keywords Everywhere plugin when viewing Google Search Console performance reports because it adds a cost per click (CPC) column next to your clicks column. This screenshot is from a personal blog website that I admittedly don’t do much with, hence the scant metrics, but you can see how easy this makes it to calculate how much you would have had to pay for the clicks you got your client for “free” (organically).
9. Use Multi-Channel Funnels
Organic has value beyond last-click! Even when it’s not the channel your client’s customer came through, organic may have assisted in that conversion. Go to Google Analytics > Conversions > Multi-Channel Funnels.
10. Bring all your data together
How you communicate all this data is just as important as the data itself. Use smart visualizations and helpful explanations to drive home the impact your work had on your client’s bottom line.