Over a period of six months, the Bing Ads account management team helped DesignCrowd inform target decision makers and identify high-value, repeat customers using Universal Event Tracking (UET).
The ability to track repeat customers gives DesignCrowd a better understanding of customers’ behaviour and search flow. Critically, data analysis revealed that although generic search terms did not perform strongly when DesignCrowd looked at last-click attribution, they were an essential starting point that added high-value customers to the purchase funnel. “UET proved to be a turning point for us,” says Wilhelm. “Now we can track new customer transactions against repeat transactions. This helps us understand the value of different types of campaigns and the best way to drive new customers.”