1 00:00:00,160 --> 00:00:04,680 Five years I've been threatening this episode and here we are. 2 00:00:04,680 --> 00:00:11,360 We're going to talk about attribution, ladies and 3 00:00:11,360 --> 00:00:14,240 gentlemen, boys and girls, and anyone doesn't fall into any of 4 00:00:14,240 --> 00:00:17,080 those categories. We are going to uncover 5 00:00:17,080 --> 00:00:21,960 something very complicated today, and I checked back in my 6 00:00:21,960 --> 00:00:25,360 show notes. Five years I've been threatening 7 00:00:25,360 --> 00:00:29,320 this episode and here we are. We're going to talk about 8 00:00:29,320 --> 00:00:30,760 attribution. If you haven't tuned in to the 9 00:00:30,760 --> 00:00:32,960 show before, my name is Nick and this is Tuesday. 10 00:00:32,960 --> 00:00:34,920 Tea break talks and we are going to go in. 11 00:00:35,240 --> 00:00:38,760 I don't have guests on Tuesdays. I just try and make sense of 12 00:00:38,760 --> 00:00:41,240 complicated things and give you guys some advice about what we 13 00:00:41,240 --> 00:00:43,240 should be doing. I'm going to jump straight in. 14 00:00:43,480 --> 00:00:46,240 This is going to get complicated and I make no excuse for that. 15 00:00:46,520 --> 00:00:50,760 Before you turn off everyone, and I mean everyone in 16 00:00:50,760 --> 00:00:53,160 marketing, everyone in e-commerce, anyone who works in 17 00:00:53,160 --> 00:00:56,520 Shopify or for any sort of commercial business that has a 18 00:00:56,520 --> 00:00:58,720 website and wants to generate some revenue from that website 19 00:00:58,720 --> 00:01:02,520 leads and enquiries, whatever KPI, which we're going to talk 20 00:01:02,520 --> 00:01:06,280 about at some point in this episode, everyone needs to know 21 00:01:06,280 --> 00:01:08,480 about this. I get probably more questions 22 00:01:08,480 --> 00:01:11,720 than this than anything else. It's super complicated and I'm 23 00:01:11,800 --> 00:01:14,400 just going to explain the topic and then we're going to jump in. 24 00:01:15,120 --> 00:01:17,880 So the topic is called attribution. 25 00:01:18,720 --> 00:01:21,440 And what it means is every time some money gets paid to your 26 00:01:21,440 --> 00:01:25,320 business, the question you should be asking, especially in 27 00:01:25,320 --> 00:01:27,800 marketing and sales is you should be asking or in 28 00:01:27,800 --> 00:01:29,880 management, which covers all of those things anyway. 29 00:01:30,240 --> 00:01:33,960 You should be asking the question, how did we get this 30 00:01:33,960 --> 00:01:35,800 sale? There's money in our bank 31 00:01:35,800 --> 00:01:39,160 account, where did it come from? And you need to better attribute 32 00:01:39,160 --> 00:01:43,520 that to the marketing activity or the business activities that 33 00:01:43,520 --> 00:01:47,960 generated that money. So bringing that down then to 34 00:01:48,680 --> 00:01:50,600 Shopify and talking about e-commerce. 35 00:01:50,600 --> 00:01:53,480 And I'm going to touch a little bit on a whole range of things. 36 00:01:53,480 --> 00:01:56,200 I've got some, I'm beating around the Bush because this is 37 00:01:56,200 --> 00:01:59,680 such a complicated topic and this might not be my first time 38 00:01:59,680 --> 00:02:01,680 of recording this. This is the first take. 39 00:02:01,680 --> 00:02:04,680 So if this goes live, great. I seem to have in my own head 40 00:02:04,680 --> 00:02:06,640 nailed it. But we're going to talk about 41 00:02:06,760 --> 00:02:10,759 how, what channels and how did you get those sales in the 1st 42 00:02:10,759 --> 00:02:12,360 place? So how did somebody go from, 43 00:02:12,560 --> 00:02:15,280 I've not heard of this business or I wasn't going to buy from 44 00:02:15,280 --> 00:02:17,640 this business or I'm thinking of buying a product and choosing 45 00:02:17,640 --> 00:02:20,280 your business. It's a place to buy it from 46 00:02:21,520 --> 00:02:24,800 Gosh, which is also in my notes, the word gosh, I've put in 47 00:02:24,800 --> 00:02:27,880 several times. Let's talk about then how 48 00:02:27,880 --> 00:02:29,360 companies normally attribute the revenue. 49 00:02:29,360 --> 00:02:31,360 And then we're going to talk about some of the issues with 50 00:02:31,360 --> 00:02:33,240 attribution in general. And there is no 51 00:02:33,240 --> 00:02:36,720 one-size-fits-all here. There is no one-size-fits-all. 52 00:02:37,440 --> 00:02:40,320 So attribution in this normally is something like a Google 53 00:02:40,320 --> 00:02:42,720 Analytics for report. You might look at your Shopify 54 00:02:42,720 --> 00:02:45,000 Analytics, which which sucks for this. 55 00:02:45,680 --> 00:02:47,760 Shopify Analytics is good. Once somebody clicks add to 56 00:02:47,760 --> 00:02:49,680 cart, it's not so good at telling you where people came 57 00:02:49,680 --> 00:02:51,400 from, but we're going to get into some of that in a little 58 00:02:51,400 --> 00:02:53,680 bit. But the thing with attribution 59 00:02:53,680 --> 00:02:56,440 will be like, OK, we're running ads on Meta. 60 00:02:56,920 --> 00:02:59,840 We've spent $20,000. How many dollars have we made 61 00:02:59,840 --> 00:03:03,880 back from those ads? And most people, I'm not going 62 00:03:03,880 --> 00:03:05,200 to get on to that yet again. There's so many things. 63 00:03:05,200 --> 00:03:06,720 I was going to tell you what most people do wrong. 64 00:03:06,720 --> 00:03:08,880 We'll come on to what most people do wrong in a minute. 65 00:03:09,480 --> 00:03:11,680 But that's what attribution is. How do you attribute those 66 00:03:11,680 --> 00:03:14,360 sales? And GA 4 tends to be the main 67 00:03:14,400 --> 00:03:16,760 thing that people use and the main place people go. 68 00:03:17,040 --> 00:03:18,920 And I don't disagree with that, but a lot of people don't 69 00:03:18,920 --> 00:03:20,240 understand what the numbers mean. 70 00:03:20,480 --> 00:03:23,720 I'm not going to talk through the numbers specifically. 71 00:03:23,720 --> 00:03:26,320 I'm going to talk about attribution as a whole because 72 00:03:26,320 --> 00:03:29,160 you as a business need to make a bit of a decision tree or some 73 00:03:29,160 --> 00:03:35,000 sort of blueprint for this is how we attribute sales and why, 74 00:03:36,280 --> 00:03:39,320 right? So the issues with attribution, 75 00:03:39,320 --> 00:03:42,120 the issues that businesses face when they're trying to attribute 76 00:03:42,560 --> 00:03:44,480 what money they put into marketing and advertising 77 00:03:44,480 --> 00:03:46,600 compared to what revenue comes out the other end. 78 00:03:46,600 --> 00:03:51,600 And I've got six of these #1 all channels think they made the 79 00:03:51,600 --> 00:03:54,760 sale. So Mehta will say, I ran an ad 80 00:03:54,760 --> 00:03:58,720 to someone and they later purchased from you regardless of 81 00:03:58,720 --> 00:04:01,000 what happened next. And there's loads of issues with 82 00:04:01,000 --> 00:04:04,560 that, that Meta might have shown an ad, someone didn't even see 83 00:04:04,560 --> 00:04:06,840 it, didn't engage with it and obviously not in a buy ready 84 00:04:06,840 --> 00:04:08,800 setting. Equally, it might have been 85 00:04:08,800 --> 00:04:11,000 someone who went, that's a really cool phone case and then 86 00:04:11,000 --> 00:04:13,320 bought a phone case later. So that's one issue. 87 00:04:13,400 --> 00:04:17,560 The second issue is in reality, customers these days probably 88 00:04:17,560 --> 00:04:20,040 use more than one channel to make a purchase from you. 89 00:04:20,360 --> 00:04:21,959 They probably use comparison sites. 90 00:04:21,959 --> 00:04:23,240 They might look at cash back sites. 91 00:04:23,240 --> 00:04:24,880 They might send up to your e-mail before they purchase. 92 00:04:24,880 --> 00:04:28,560 And then does it look as oh, it was e-mail in the set in the GA 93 00:04:28,560 --> 00:04:30,800 four data. It's a nightmare. 94 00:04:31,320 --> 00:04:33,640 Again, I'm using words like gosh, a nightmare. 95 00:04:33,920 --> 00:04:36,040 I've put a note. I've put a note under this list 96 00:04:36,040 --> 00:04:39,600 says just remind yourself what you got into Nick choosing this 97 00:04:39,600 --> 00:04:42,280 topic for today. And if I say anything wrong, 98 00:04:42,280 --> 00:04:45,120 sorry, it this applies to lots of businesses, not all 99 00:04:45,120 --> 00:04:48,720 businesses. The third one then is like the 100 00:04:48,720 --> 00:04:50,960 general journey is there's awareness. 101 00:04:51,520 --> 00:04:53,040 Hey, I think I should this jacket. 102 00:04:53,040 --> 00:04:54,480 I love this jacket. I don't normally wear it at 103 00:04:54,480 --> 00:04:57,880 work, but I love this jacket. It's more of a home jacket and I 104 00:04:57,880 --> 00:05:00,040 love this jacket and it didn't cost me much, but I love it. 105 00:05:00,200 --> 00:05:02,680 There was a point where I saw jackets like this around and 106 00:05:02,680 --> 00:05:03,680 went, oh, I might buy one of those. 107 00:05:03,840 --> 00:05:06,400 And that wasn't related to any advertising, marketing or any 108 00:05:06,400 --> 00:05:08,440 brands in particular. I just saw people wearing them 109 00:05:08,440 --> 00:05:11,680 and went, that's a nice jacket. I like, I like a good collar and 110 00:05:11,680 --> 00:05:13,560 this one is particularly got quite a firm collar. 111 00:05:13,880 --> 00:05:18,040 It's just my style, not that I have any, any style, but there's 112 00:05:18,040 --> 00:05:20,120 an awareness bit. And then the second part is 113 00:05:20,120 --> 00:05:22,720 there's the engagement. Now I, when I went in shops 114 00:05:22,720 --> 00:05:24,200 started going, oh, that's a nice jacket. 115 00:05:24,200 --> 00:05:26,240 Maybe not that one. That one's a nice jacket, maybe 116 00:05:26,240 --> 00:05:27,760 not that one. Or I looked online and went 117 00:05:27,760 --> 00:05:31,000 like, all right, zip, zip jackets with no hoods, you know, 118 00:05:31,000 --> 00:05:33,240 good collar on them, etcetera. And then there was the 119 00:05:33,240 --> 00:05:35,160 conversion point. And I bought this from a brand 120 00:05:35,160 --> 00:05:36,680 in the UK called Marks and Spencer's. 121 00:05:37,360 --> 00:05:39,280 And there was a conversion point. 122 00:05:39,280 --> 00:05:41,280 I walked into a shop and I'd already been looking for these 123 00:05:41,280 --> 00:05:43,080 and I just, I think I walked into one of their stores and 124 00:05:43,080 --> 00:05:44,400 just saw it and went, I'm buying that. 125 00:05:45,040 --> 00:05:47,920 I, I was so far into my journey and Marks and Spencer's probably 126 00:05:47,920 --> 00:05:50,680 did nothing to get me. No marketing, no sales. 127 00:05:50,680 --> 00:05:52,480 I just walked into a store and went, that's nice. 128 00:05:52,840 --> 00:05:54,440 And I've been looking for those. I'll buy that one there. 129 00:05:54,440 --> 00:05:56,800 And there are probably 100 products shown to me, but that 130 00:05:56,800 --> 00:05:58,240 was the one I was like, I've been looking for those. 131 00:05:58,240 --> 00:06:00,480 That's nice. I like the grey, the zip one. 132 00:06:00,480 --> 00:06:02,240 It's made of metal, which is nice. 133 00:06:02,240 --> 00:06:04,480 I don't want a plastic one because it'll break knowing the 134 00:06:04,480 --> 00:06:06,600 way I use clothing. But the point being is there's 135 00:06:06,600 --> 00:06:09,360 these three different parts. See as a brand you need to 136 00:06:09,360 --> 00:06:12,160 decide probably, you probably want exhaust conversion as much 137 00:06:12,160 --> 00:06:14,720 as possible. Be digitally in that place where 138 00:06:14,720 --> 00:06:16,240 I will walk in and go and buy that one. 139 00:06:16,560 --> 00:06:18,320 You want to exhaust that as much as possible. 140 00:06:18,320 --> 00:06:20,200 The second stage, you want engagement. 141 00:06:20,200 --> 00:06:22,280 Definitely. And lots of brands that I think 142 00:06:22,280 --> 00:06:23,920 go too heavily on the awareness bit. 143 00:06:23,920 --> 00:06:26,240 They spend loads of money telling people they exist or 144 00:06:26,240 --> 00:06:28,880 their product exists and not enough to get people down the 145 00:06:28,880 --> 00:06:31,040 bottom of that funnel or hook people in early, which we'll 146 00:06:31,040 --> 00:06:36,400 come into a minute #4 issue #4 so many customers make their 147 00:06:36,400 --> 00:06:41,840 purchase through a channel on GA 4 called Direct Directors. 148 00:06:42,400 --> 00:06:44,640 Your browser's already remembered to go to that site. 149 00:06:44,640 --> 00:06:46,680 So you've come in direct, Nothing's sent you here. 150 00:06:46,680 --> 00:06:49,320 You didn't click on a link here, Your browser just remembered. 151 00:06:49,560 --> 00:06:52,560 And GA 4 generally runs on a thing, which I'll comment to in 152 00:06:52,560 --> 00:06:53,760 a minute called data attribution. 153 00:06:56,960 --> 00:06:58,720 So I told us from my train of thought, data, yeah, sorry, 154 00:06:58,720 --> 00:07:01,600 data-driven attribution. And data-driven attribution 155 00:07:01,600 --> 00:07:05,360 means that if it was like SEO, then direct or PPC, then direct 156 00:07:05,360 --> 00:07:08,120 or meta, then direct, it will show it as meta or SEO or PPC. 157 00:07:08,120 --> 00:07:10,560 It won't, it'll only show it as direct if I know they came 158 00:07:10,560 --> 00:07:13,040 direct in, but I don't know where they came from before or I 159 00:07:13,040 --> 00:07:15,200 don't think the previous journey was connected enough. 160 00:07:15,240 --> 00:07:17,400 I think they've just decided I'm going to buy from Marks and 161 00:07:17,400 --> 00:07:20,760 Spencer's and then they came. So that is also a major, major 162 00:07:20,760 --> 00:07:23,400 problem. So having lots of sales from 163 00:07:23,520 --> 00:07:26,600 direct tells you people come back to buy, which doesn't help 164 00:07:26,600 --> 00:07:28,880 you decide where to spend your advertising money, where to 165 00:07:28,880 --> 00:07:31,800 focus your efforts, where to push marketing. 166 00:07:31,960 --> 00:07:34,760 So that's a nightmare #5 there's six issues here. 167 00:07:34,760 --> 00:07:39,320 Number 5, cookies, GDPR, privacy tracking tool issues, scripts 168 00:07:39,320 --> 00:07:42,720 not firing, technical problems on site, pixels fighting each 169 00:07:42,720 --> 00:07:45,280 other. There's a whole nightmare of 170 00:07:45,280 --> 00:07:48,960 things that can actually just stop GA 4 from even reporting 171 00:07:48,960 --> 00:07:51,240 data. Some of GA 4 now and the same 172 00:07:51,240 --> 00:07:54,840 with Shopify and all the analytics platforms is estimated 173 00:07:56,000 --> 00:07:58,360 nightmare. If you're listening to this. 174 00:07:58,360 --> 00:08:01,400 I just did the like live emoji of like a brain exploding and 175 00:08:01,400 --> 00:08:04,120 like my mind's blown. Oh my gosh, where do we go? 176 00:08:04,640 --> 00:08:08,560 And then number six, even when you've got a tool and say it's 177 00:08:08,560 --> 00:08:11,800 completely bulletproof, it's 100% accurate, which is 178 00:08:11,800 --> 00:08:14,880 technically illegal in most countries, right? 179 00:08:16,200 --> 00:08:19,320 Well, doesn't mean it's illegal. It means the way you've got that 180 00:08:19,320 --> 00:08:23,560 data probably was illegally is once you've got all the data in 181 00:08:23,560 --> 00:08:26,520 a tool, you can choose on some of these tools, data-driven 182 00:08:26,520 --> 00:08:29,440 attribution, you can choose last click attribution and just say 183 00:08:29,440 --> 00:08:31,840 whatever the channel was that led them to a last click 184 00:08:31,840 --> 00:08:33,799 purchase. And that's generally how Shopify 185 00:08:33,799 --> 00:08:35,880 analytics works. Shopify tell you everyone just 186 00:08:35,880 --> 00:08:38,120 came in direct, great. And you go, well, that's great. 187 00:08:38,120 --> 00:08:40,520 I'll turn all my advertising off and suddenly no one's coming in 188 00:08:40,520 --> 00:08:42,720 direct. It wasn't correct in the first 189 00:08:42,720 --> 00:08:44,880 place. So Shopify is not very good at 190 00:08:44,880 --> 00:08:47,760 that and it uses last click or you could even use first click. 191 00:08:48,040 --> 00:08:49,960 However, they came into the site the first time. 192 00:08:50,160 --> 00:08:53,120 I'm going to attribute all the revenue there. data-driven 193 00:08:53,120 --> 00:08:55,440 attribution model is like I explained earlier where people 194 00:08:55,440 --> 00:08:58,280 come in and direct data-driven will say, all right, you've 195 00:08:58,280 --> 00:09:00,280 clicked on a Meta ad, you've clicked on a Google ad, you've 196 00:09:00,280 --> 00:09:02,960 come in from an SEO listing, then you sign up to e-mail and 197 00:09:02,960 --> 00:09:05,680 then you purchase later. I'm going to give a little bit 198 00:09:05,680 --> 00:09:08,080 of your $100 you spent. I'm going to give a little bit 199 00:09:08,080 --> 00:09:09,880 to each of those channels depending on which one you're 200 00:09:09,880 --> 00:09:12,680 the most engaged journey on. Doesn't that sound amazing? 201 00:09:12,960 --> 00:09:17,240 But then number 5, just rolling back one GDPR cookies, privacy 202 00:09:17,240 --> 00:09:19,800 issues to tracking tools, pixels not firing, etcetera. 203 00:09:20,400 --> 00:09:22,520 You won't get that much accurate data. 204 00:09:23,320 --> 00:09:25,440 It's a minefield. This is why I've spent five 205 00:09:25,440 --> 00:09:27,240 years threatening to cover this in heaven. 206 00:09:27,520 --> 00:09:29,760 No guest has. Some guests have offered to come 207 00:09:29,760 --> 00:09:31,080 on and I've spoken to him about it in advance. 208 00:09:31,080 --> 00:09:33,480 Again, I'm sorry, I don't think you understand attribution 209 00:09:33,480 --> 00:09:35,520 enough. And I know I don't know 210 00:09:35,520 --> 00:09:37,360 everything about any of the things we talk about on the 211 00:09:37,360 --> 00:09:39,040 show. So here we are. 212 00:09:39,880 --> 00:09:42,360 This is, I think this is just a kind of like self counselling 213 00:09:42,360 --> 00:09:45,400 experience for me, humbling myself because I talk a lot and 214 00:09:45,400 --> 00:09:46,440 I like to always know the answer. 215 00:09:46,440 --> 00:09:48,840 And I don't know, it's different for every business. 216 00:09:48,840 --> 00:09:52,000 And you have you, you have to accept there's a conclusion of 217 00:09:52,000 --> 00:09:53,880 all those issues. You have to accept there's going 218 00:09:53,880 --> 00:09:56,800 to be some nuances and there's going to be some gaps and we're 219 00:09:56,800 --> 00:09:58,200 just going to have to accept that. 220 00:09:58,680 --> 00:10:01,680 There are some things, however, I haven't actually listed these, 221 00:10:01,680 --> 00:10:04,480 but just coming to mind. There are some platforms, the 222 00:10:04,480 --> 00:10:07,880 tar bulletproof. If Shopify says Joe Bloggs has 223 00:10:07,880 --> 00:10:11,240 bought a product from you for $200, Joe Bloggs has bought a 224 00:10:11,240 --> 00:10:14,840 product from you for $200. If it doesn't say Joe Bloggs 225 00:10:14,840 --> 00:10:17,680 bought a product from you for $200, then I can guarantee Joe 226 00:10:17,680 --> 00:10:20,320 Bloggs has not bought a product from you for $200. 227 00:10:20,600 --> 00:10:23,640 That's accurate, the traffic attribution, but it's not so 228 00:10:23,680 --> 00:10:28,120 accurate with things like Meta ads, Google Ads, if you've paid 229 00:10:28,120 --> 00:10:30,720 for a click, it has sent a Click to you, and it will give you 230 00:10:30,720 --> 00:10:32,240 some information about that click. 231 00:10:32,240 --> 00:10:33,720 It will tell you what page it sent them to. 232 00:10:33,960 --> 00:10:36,120 It will tell you what they searched for on Google, or it 233 00:10:36,120 --> 00:10:38,960 might tell you what ads they've seen on Meta before coming in. 234 00:10:39,720 --> 00:10:43,520 That is bulletproof. It's all this changing channels 235 00:10:43,520 --> 00:10:46,480 and chopping and and trying to tie that revenue bit to that is 236 00:10:46,480 --> 00:10:48,520 difficult. Google Search Console is also 237 00:10:48,520 --> 00:10:50,520 completely accurate. It's all your SEO traffic from 238 00:10:50,520 --> 00:10:51,640 Google. Great. 239 00:10:51,760 --> 00:10:54,560 If someone, if it says there's been a query, someone has typed 240 00:10:54,560 --> 00:10:57,680 in that query to Google and said I need a new jacket with a a 241 00:10:58,120 --> 00:11:00,920 metal zip and no hood. That's what I need. 242 00:11:00,920 --> 00:11:02,480 I want it to be made of cotton, blah, blah, blah. 243 00:11:02,480 --> 00:11:04,520 That's my query. That's the page they landed on. 244 00:11:04,520 --> 00:11:06,920 You know, that bit's correct, whether they bought on that 245 00:11:06,920 --> 00:11:08,280 journey or not, it doesn't tell you. 246 00:11:08,320 --> 00:11:10,240 Shopify just tells you there's been a sale. 247 00:11:10,240 --> 00:11:12,320 It doesn't say it was the same person that typed in that query. 248 00:11:12,640 --> 00:11:16,040 So you we've kind of got both ends of this system, but not the 249 00:11:16,040 --> 00:11:18,240 stuff in the middle. And that's a problem. 250 00:11:18,800 --> 00:11:23,120 So I've got 7 things. The last one as well is I put 251 00:11:23,680 --> 00:11:27,520 pray lol #7. So there's six real things. 252 00:11:28,480 --> 00:11:31,040 But before that there's something you and your team need 253 00:11:31,040 --> 00:11:33,520 to do. Or if you're a solo preneur, 254 00:11:33,520 --> 00:11:35,840 solo entrepreneur, then you need to have a think about this 255 00:11:35,840 --> 00:11:40,000 yourself. You need to decide internally 256 00:11:40,240 --> 00:11:45,040 what your top KPI or KPIs are and I don't think you should sit 257 00:11:45,040 --> 00:11:46,880 round a room going we should just measure this or measure 258 00:11:46,880 --> 00:11:49,080 that or we should just do this. You need to check all of your 259 00:11:49,080 --> 00:11:52,400 data and based on your customer journey, how many times they 260 00:11:52,400 --> 00:11:55,160 visit site, how long they spend on the site, whether they 261 00:11:55,160 --> 00:11:57,800 communicate with customer service or not, sign up to 262 00:11:57,800 --> 00:12:00,440 e-mail before they purchased. There's loads of things you need 263 00:12:00,440 --> 00:12:04,120 to look at and you need to decide what is our top KPI for 264 00:12:04,120 --> 00:12:06,640 this. Here are a few examples. 265 00:12:06,840 --> 00:12:09,800 Your top KPI could just be revenue. 266 00:12:10,160 --> 00:12:14,080 We're going to attribute 25% of everything we spend to marketing 267 00:12:14,640 --> 00:12:17,560 and the other 75% of our revenue needs to run the business. 268 00:12:17,560 --> 00:12:20,360 And so revenue is just going to be our big top KPI. 269 00:12:20,360 --> 00:12:22,880 And that that is perfectly fine for some businesses. 270 00:12:23,480 --> 00:12:26,320 Some are a bit more savvy and they decide to work on profit, 271 00:12:26,920 --> 00:12:29,960 especially if you have varying profit margins, if your profit 272 00:12:29,960 --> 00:12:32,160 margin's pretty static or you make your own products and you 273 00:12:32,160 --> 00:12:36,480 know what that costs per item or, or for every thousand items, 274 00:12:36,480 --> 00:12:39,920 or we know we, we make 1000 items a month and ship those and 275 00:12:39,920 --> 00:12:41,720 we know what our fixed business costs are. 276 00:12:42,000 --> 00:12:45,080 Then you can start to work out what profit is and you can work 277 00:12:45,080 --> 00:12:49,040 on profit. Cos Cos cost of sale or another 278 00:12:49,040 --> 00:12:53,240 one is CTA cost to acquire CTA also in my world means call to 279 00:12:53,240 --> 00:12:55,520 action. So I don't like the CTA, the 280 00:12:55,520 --> 00:12:58,160 cost to acquire one just Cos I don't the same acronym meaning 281 00:12:58,160 --> 00:13:00,400 two things. But basically how much did it 282 00:13:00,400 --> 00:13:03,480 cost you to get either a sale through the site or cost to 283 00:13:03,480 --> 00:13:07,520 acquire a new customer account? So that's quite good, but that 284 00:13:07,520 --> 00:13:09,520 relies on the next one, which is lifetime value. 285 00:13:10,280 --> 00:13:12,680 And then if you go one step further on lifetime value, I did 286 00:13:12,680 --> 00:13:13,920 a whole episode on that a few weeks ago as well. 287 00:13:13,920 --> 00:13:16,800 So feel free to go and check that out and why that's the most 288 00:13:16,840 --> 00:13:19,800 misused, misunderstood metric in any marketing team. 289 00:13:20,120 --> 00:13:22,360 How exciting. Very clickbait, but very true. 290 00:13:23,040 --> 00:13:27,880 So go and watch that. And LTV on LTVONI made this one 291 00:13:27,880 --> 00:13:28,800 out when I was writing these notes. 292 00:13:28,800 --> 00:13:32,120 But LTV on investment. So what's the lifetime value of 293 00:13:32,120 --> 00:13:36,400 a customer relative to the investment it cost you to get 294 00:13:36,400 --> 00:13:38,280 the new customer? So you see, I've, I've actually 295 00:13:38,280 --> 00:13:43,720 combined, I've combined revenue with cost of sale on a lifetime 296 00:13:43,720 --> 00:13:49,440 basis, but you could even go life LTP, lifetime profit on the 297 00:13:49,440 --> 00:13:52,440 investment you made. So if you're investing $80.00 to 298 00:13:52,440 --> 00:13:55,600 acquire a new customer, which could literally be your total, 299 00:13:55,800 --> 00:14:00,600 we spent $200,000 this month and we've acquired 200 customers. 300 00:14:00,600 --> 00:14:03,040 It's cost $1000 a customer. I'm making these numbers up to 301 00:14:03,040 --> 00:14:06,600 keep it simple, but it's cost you $1000 per customer and you 302 00:14:06,600 --> 00:14:08,520 know you've got a profit margin of 50%. 303 00:14:08,720 --> 00:14:13,120 You need that customers spent $2000 on average lifetime to 304 00:14:13,120 --> 00:14:15,360 break even. So now you've got your metrics. 305 00:14:15,360 --> 00:14:17,080 But again, it comes back to the journey. 306 00:14:17,320 --> 00:14:19,440 And the final thing as well is stripping all this back. 307 00:14:19,440 --> 00:14:22,200 And this is also the first point of what can you do? 308 00:14:22,480 --> 00:14:24,360 I actually put what on earth do you do then? 309 00:14:24,360 --> 00:14:27,560 This is an absolute minefield. But the last one, which relates 310 00:14:27,560 --> 00:14:32,080 to the last one on the databits is net and gross profit, which 311 00:14:32,080 --> 00:14:34,560 Shopify will give you gross profit. 312 00:14:34,560 --> 00:14:38,240 It specifically calls it total sales revenue rather than net 313 00:14:38,240 --> 00:14:41,720 profit or net revenue because that doesn't take into account 314 00:14:41,720 --> 00:14:43,160 any of your fixed business costs. 315 00:14:43,600 --> 00:14:45,520 We've had, I think it was, I think we're called Bookkeep. 316 00:14:45,600 --> 00:14:49,320 We had on the show last year and they've got a bit of software. 317 00:14:49,320 --> 00:14:52,280 You can actually put all of your business costs in and use that 318 00:14:52,280 --> 00:14:55,040 software plugged into Shopify to give you lots of insights as to 319 00:14:55,040 --> 00:14:56,880 where you're making money and where you're not, which is quite 320 00:14:56,880 --> 00:14:59,280 cool. So the what do you do? 321 00:14:59,280 --> 00:15:02,320 What on earth do you do starting off with that net and gross 322 00:15:02,320 --> 00:15:07,600 profit figure that KPI, just go back to complete basics, move 323 00:15:07,600 --> 00:15:08,960 some budget between some channels. 324 00:15:08,960 --> 00:15:11,080 Go right. We're spending 20 grand a month 325 00:15:11,080 --> 00:15:12,720 on Google ads. We're spending 20 grand a month 326 00:15:12,720 --> 00:15:15,400 on Meta for one month. Let's just lower Google to 327 00:15:15,400 --> 00:15:19,200 10,000, increase Meta to 30. And you need to decide on the 328 00:15:19,200 --> 00:15:22,640 time frame again based on data. If most people buy on their 329 00:15:22,640 --> 00:15:25,560 first visit or within a few days of seeing an advert or signing 330 00:15:25,560 --> 00:15:28,160 up to e-mail or whatever it is, then actually a month is 331 00:15:28,160 --> 00:15:30,040 absolutely fine. If people take 2-3 months to 332 00:15:30,040 --> 00:15:32,200 decide if they're going to buy, you need to make this shift for 333 00:15:32,200 --> 00:15:35,000 a longer period of time, but maybe watch some of those 334 00:15:35,000 --> 00:15:37,840 initial conversion pieces, the engage traffic, etcetera. 335 00:15:38,040 --> 00:15:41,760 But if you start moving these levers, like amazing guy Nick, 336 00:15:41,760 --> 00:15:44,160 who's the CMO at Portland Lever Goods, we've had him on the show 337 00:15:44,200 --> 00:15:46,960 a few Times Now and Nick said he just, he looks at these big 338 00:15:46,960 --> 00:15:50,520 macro levers and he pulls them based on the data and then 339 00:15:50,520 --> 00:15:53,400 watches what happens to sales. They got quite a quick turn 340 00:15:53,400 --> 00:15:57,080 around between initial engagement and and actually 341 00:15:57,080 --> 00:16:00,280 custom coming in. So it's worth doing a bit of 342 00:16:00,280 --> 00:16:02,640 that. And that's point #1 #2 which I 343 00:16:02,640 --> 00:16:04,600 think is really key. And you need to do this to do 344 00:16:04,600 --> 00:16:06,360 some of these other points if this is the route you want to go 345 00:16:06,360 --> 00:16:09,960 down further on my list. The second one is using human 346 00:16:09,960 --> 00:16:12,080 logic. If it's somewhat, and I said 347 00:16:12,080 --> 00:16:14,600 this already, is it something people would or can buy 348 00:16:14,600 --> 00:16:17,080 instantly or not? The more people need to measure 349 00:16:17,080 --> 00:16:18,960 and check. And if it's a big financial 350 00:16:18,960 --> 00:16:22,080 purchase, like say someone's buying a car, they're not going 351 00:16:22,080 --> 00:16:24,800 to do that online. They have to come to the car 352 00:16:24,800 --> 00:16:27,000 showroom. And this is where every single 353 00:16:27,000 --> 00:16:29,520 car brand, I mean, I've bought quite a few new cars. 354 00:16:29,520 --> 00:16:30,880 I've bought quite a few used cars over the years. 355 00:16:30,880 --> 00:16:35,160 I love, love cars and every single car brand gets this 356 00:16:35,160 --> 00:16:37,720 wrong. For me to buy a car, I need to 357 00:16:37,720 --> 00:16:40,320 go to a showroom. I need to drive the car. 358 00:16:40,320 --> 00:16:42,680 I need to have a conversation about all the different features 359 00:16:42,680 --> 00:16:45,160 and functions that I may or may not buy, and when I actually 360 00:16:45,160 --> 00:16:48,320 purchase the car I want. If it's a used car, I'm going to 361 00:16:48,320 --> 00:16:51,680 phone a completely random garage that might be hours away from 362 00:16:51,680 --> 00:16:54,440 where I live to say you've got the exact model of car with all 363 00:16:54,440 --> 00:16:55,760 the things I want on it. It's that price. 364 00:16:56,120 --> 00:16:57,280 Can I pay a deposit? I'll have it. 365 00:16:57,920 --> 00:16:59,200 Like, well, can I come and see it tomorrow? 366 00:16:59,280 --> 00:17:02,280 Like I'll have it. So you see that journey car 367 00:17:02,280 --> 00:17:05,160 showrooms get this wrong because any car brand, showroom 368 00:17:05,160 --> 00:17:07,319 manufacturer, they always say book a test drive. 369 00:17:07,560 --> 00:17:10,400 No, you should do a consultation, phone call, have a 370 00:17:10,400 --> 00:17:12,079 conversation with us about what sort of thing you're looking 371 00:17:12,079 --> 00:17:13,280 for, what you're not looking for. 372 00:17:13,280 --> 00:17:15,480 It takes 10 minutes. You can choose the time on our 373 00:17:15,480 --> 00:17:17,839 calendar like all of us in the B2B world do. 374 00:17:17,839 --> 00:17:20,000 It's like click here schedule. They get it all wrong. 375 00:17:20,680 --> 00:17:23,280 And so if they started to do that, one of their measurable 376 00:17:23,280 --> 00:17:25,440 KPIs needs to be for marketing online. 377 00:17:25,599 --> 00:17:28,240 How many people have, rather than booked a test drive that's 378 00:17:28,240 --> 00:17:31,240 quite far into the journey. You might be deciding between 5 379 00:17:31,240 --> 00:17:32,960 brands and the, the call to action is do you want to book a 380 00:17:32,960 --> 00:17:34,960 test drive or not? And you're like, I don't know, I 381 00:17:34,960 --> 00:17:37,600 need to look at the financials, how the engines work. 382 00:17:37,600 --> 00:17:40,840 Is it petrol, diesel. You guys think we have diesel in 383 00:17:40,840 --> 00:17:43,320 America missing out. It's good, good stuff compared 384 00:17:43,320 --> 00:17:45,000 to petrol. Is it electric? 385 00:17:45,000 --> 00:17:46,400 Is it hybrid? Is it plug in hybrid? 386 00:17:46,680 --> 00:17:49,640 You've got all these questions first about the kit and the and 387 00:17:49,800 --> 00:17:53,680 everything else #3 on the list. Then get to the bottom of your 388 00:17:53,680 --> 00:17:55,120 data and change the user journey. 389 00:17:55,120 --> 00:17:58,240 If they don't buy on on first visit, ask for an e-mail. 390 00:17:58,240 --> 00:18:01,240 Sign up earlier, sooner rather than later or earlier in their 391 00:18:01,240 --> 00:18:06,080 journey and better or better that you do it now and then you 392 00:18:06,080 --> 00:18:08,760 set a KPI, what percentage of our traffic are signing up to 393 00:18:08,760 --> 00:18:11,600 our emails and you change what the emails are offering. 394 00:18:11,600 --> 00:18:13,240 You change the context you put on it. 395 00:18:13,240 --> 00:18:15,920 You change when you fire it on the page, when it actually fires 396 00:18:15,920 --> 00:18:18,040 to to show somebody. You change those things to try 397 00:18:18,040 --> 00:18:21,840 and increase e-mail sign ups, KPI, and then you can see 398 00:18:21,840 --> 00:18:23,880 because they sign up to e-mail now, we've had all these people 399 00:18:23,880 --> 00:18:26,040 sign up to e-mail on here. How many of them now have gone 400 00:18:26,040 --> 00:18:28,400 and bought a purchase when they sign up to e-mail? 401 00:18:28,440 --> 00:18:32,400 As much as you can attribute the channel in your e-mail system or 402 00:18:32,400 --> 00:18:35,400 as B to B, we call it CRM customer record management. 403 00:18:35,640 --> 00:18:37,880 So we would have in that somebody filled out their 404 00:18:37,880 --> 00:18:41,120 e-mail, joined our newsletter using this keyword on Google 405 00:18:41,120 --> 00:18:42,960 Ads. Bang, we got all that info and 406 00:18:42,960 --> 00:18:44,960 then we can see three months later they bought from us and 407 00:18:44,960 --> 00:18:47,440 what e-mail was it that made them buy is put that e-mail or 408 00:18:47,440 --> 00:18:49,800 that messaging earlier in the sequence now and see if we can 409 00:18:49,800 --> 00:18:52,280 get more people to purchase. You see how smart it is? 410 00:18:52,280 --> 00:18:54,560 It's very time consuming. You see how smart it is rather 411 00:18:54,560 --> 00:18:57,040 than what most brands are doing. What most of us do is just 412 00:18:57,040 --> 00:18:59,400 throw, throw the budget out there and go like, yeah, we made 413 00:18:59,400 --> 00:19:00,560 some profit. Excellent move on. 414 00:19:00,880 --> 00:19:03,640 You probably made loads of losses in all of that and you 415 00:19:03,640 --> 00:19:08,520 just don't know #4 You can do more to influence the first 416 00:19:08,520 --> 00:19:13,080 visit sale as well to help with instant ROI attribution and 417 00:19:13,080 --> 00:19:17,200 building long term, sorry, building LTV lifetime value long 418 00:19:17,200 --> 00:19:20,640 term. What this means is site, some 419 00:19:20,640 --> 00:19:23,800 sites have realised if they put a countdown timer saying sale 420 00:19:23,800 --> 00:19:27,320 ends at this time or if it's quite a small quick item, 421 00:19:27,320 --> 00:19:29,480 there's nothing on my desk right now that I'd buy quickly. 422 00:19:29,680 --> 00:19:31,520 I mean, maybe even these glasses, like if I bought these 423 00:19:31,520 --> 00:19:34,200 glasses before and I was, and you know, I'm a returning 424 00:19:34,200 --> 00:19:37,400 visitor to the same site I bought these glasses from, then 425 00:19:37,760 --> 00:19:40,520 why not just have a very quick like next day delivery if you've 426 00:19:40,520 --> 00:19:43,200 bought from us before, but you've got to order by 3:00 PM 427 00:19:43,200 --> 00:19:45,440 and there's just a countdown going up to 3:00 PM because you 428 00:19:45,440 --> 00:19:47,920 know who I am. And because you sent me that 429 00:19:47,920 --> 00:19:50,600 discount code saying you know what you know, and you sent me 430 00:19:50,600 --> 00:19:52,360 an e-mail saying what happens if your glasses break? 431 00:19:52,760 --> 00:19:55,160 Why don't you get a second pair? You can have 25% off because 432 00:19:55,160 --> 00:19:57,440 that's cheaper than us. Acquiring a new customer means 433 00:19:57,440 --> 00:19:59,160 you bought from us more than once, which means you're more 434 00:19:59,160 --> 00:20:01,080 likely to buy a third time from us later as well. 435 00:20:01,240 --> 00:20:03,280 Have 25% off. And if you order by 3:00 PM 436 00:20:03,280 --> 00:20:05,840 today, they'll be with you in you by tomorrow, they'll be with 437 00:20:05,840 --> 00:20:07,360 you in two days time once we've made them. 438 00:20:07,920 --> 00:20:11,040 So again that instant sale if again you need to look at the 439 00:20:11,040 --> 00:20:14,400 data, is that instant sale the route you need to go down with 440 00:20:14,400 --> 00:20:17,880 this? #5 out of 6 and a funny one. 441 00:20:18,320 --> 00:20:21,320 I thought it was funny. There are tools to help, but 442 00:20:21,320 --> 00:20:23,400 like all tools, they're only as good as the person wielding 443 00:20:23,400 --> 00:20:25,080 them. There's lots of attribution 444 00:20:25,080 --> 00:20:28,360 tools we've worked with over the part in the past, but the 445 00:20:28,360 --> 00:20:31,200 problem is like one of them we were using for a a clothing 446 00:20:31,200 --> 00:20:33,200 business We work we work quite a bit in fashion, in clothing. 447 00:20:33,200 --> 00:20:35,440 Over the years, you'll be able to tell at looking at my outfit. 448 00:20:35,960 --> 00:20:38,960 But one of the things we've found with a lot of these guys 449 00:20:39,280 --> 00:20:43,080 is, well, with one of these, all these tools on the tool, if you 450 00:20:43,080 --> 00:20:45,360 change it to first click attribution, it will tell you 451 00:20:45,360 --> 00:20:47,360 Meta's done like 90% of all your sales. 452 00:20:47,360 --> 00:20:49,800 And we know that's not true, especially when we're spending 453 00:20:49,800 --> 00:20:52,840 like 10 or 20% of all of our advertising budget in Meta. 454 00:20:53,480 --> 00:20:55,720 We've even had the client who for some reason Meta suspended 455 00:20:55,720 --> 00:20:59,000 their account for like 3 weeks. It made no impact at all on 456 00:20:59,000 --> 00:21:01,520 bottom line sales. But after three weeks, nothing 457 00:21:01,520 --> 00:21:03,280 had changed and people bought on their first visit at that 458 00:21:03,280 --> 00:21:06,000 product it nothing had changed. And then the question was like, 459 00:21:06,000 --> 00:21:07,200 are we going to turn this back on? 460 00:21:07,480 --> 00:21:10,240 Like it was suspended in incorrectly, but Meta just 461 00:21:10,240 --> 00:21:11,600 they're so slow. It's OK just to do it. 462 00:21:12,200 --> 00:21:15,800 But he told us that 90% of first click sales were happening 463 00:21:15,800 --> 00:21:18,520 through Meta. Last click data-driven and all 464 00:21:18,520 --> 00:21:22,040 the other attribution models, they were all saying Meta, where 465 00:21:22,040 --> 00:21:25,440 is it 5%? Meta was only driving 5% of the 466 00:21:25,440 --> 00:21:27,360 revenue. So people were finding out we 467 00:21:27,360 --> 00:21:29,920 exist through Meta, but he didn't think that was 468 00:21:29,920 --> 00:21:32,360 influenced, seen their buying decision whatsoever. 469 00:21:32,960 --> 00:21:35,920 So again, money wasted or money well invested, another brand we 470 00:21:35,920 --> 00:21:38,160 work with, we couldn't. We normally see Google converts 471 00:21:38,160 --> 00:21:40,560 better than Meta and they wanted to put more money behind Meta. 472 00:21:40,560 --> 00:21:42,720 Like right, fine, do it. And within about 3 or 4 days of 473 00:21:42,720 --> 00:21:45,720 putting more into Meta, revenue did actually lift. 474 00:21:45,960 --> 00:21:47,600 And it changed the way we ran Google Ads. 475 00:21:48,040 --> 00:21:50,840 Google Ads became more about retargeting the people from Meta 476 00:21:51,000 --> 00:21:53,880 who didn't purchase rather than what we thought was going on is 477 00:21:53,880 --> 00:21:56,400 Meta was doing the retargeting and we're trying to exclude 478 00:21:56,560 --> 00:21:58,960 purchases and customers from Meta, just keep it focused on 479 00:21:58,960 --> 00:22:00,680 new customers or lapsed customers. 480 00:22:00,960 --> 00:22:03,040 And Google was doing all the hard work of like, I want to buy 481 00:22:03,040 --> 00:22:04,040 this. And Google popped up. 482 00:22:04,280 --> 00:22:06,000 We were wrong. They told us otherwise. 483 00:22:06,000 --> 00:22:08,720 We changed it. But the problem is, again, these 484 00:22:08,720 --> 00:22:11,200 tools, they're only as good as somebody wielding the tool. 485 00:22:11,200 --> 00:22:15,480 The person's actually using it. And final one, custom landing 486 00:22:15,480 --> 00:22:17,280 pages. You can do something quite fancy 487 00:22:17,280 --> 00:22:20,560 with a thing called a UTM tag going into GA 4. 488 00:22:21,040 --> 00:22:23,960 You can even create a bespoke journey for certain channels. 489 00:22:24,680 --> 00:22:26,760 And you can do this for your owned channels. 490 00:22:26,800 --> 00:22:31,760 And what we mean by owned is you control where something talking 491 00:22:31,760 --> 00:22:33,920 about your business appears, your advert, your listing. 492 00:22:34,120 --> 00:22:36,240 You can control that. You can control where it goes on 493 00:22:36,240 --> 00:22:38,360 the site. So what we've done for some B to 494 00:22:38,360 --> 00:22:41,920 B clients of ours or lead generation clients, we've 495 00:22:41,920 --> 00:22:44,800 actually created like almost duplicated the entire website 496 00:22:45,200 --> 00:22:47,680 and the user thinks it's on the normal domain, but it's not. 497 00:22:47,720 --> 00:22:50,200 It's actually a version that you can only get to if you clicked 498 00:22:50,200 --> 00:22:54,040 on a Google ad, which means anything that happens on that 499 00:22:54,040 --> 00:22:57,040 site, all the leads we get from that site and you tend to find a 500 00:22:57,040 --> 00:22:58,880 lead Gen. Most people, they become a lead 501 00:22:58,880 --> 00:23:00,880 on their first visit to site. It's quite rare. 502 00:23:00,880 --> 00:23:03,480 It takes more than that, so it's a bit of an advantage there. 503 00:23:03,760 --> 00:23:06,240 But we create a whole separate version of the site or we create 504 00:23:06,240 --> 00:23:09,160 a custom landing page where there is no main menu. 505 00:23:09,160 --> 00:23:11,880 You cannot leave this page to go to the rest of the website. 506 00:23:12,240 --> 00:23:14,480 It's like you're looking for this, here's one page that just 507 00:23:14,480 --> 00:23:16,960 offers you that. And we can see in the analytics 508 00:23:16,960 --> 00:23:19,800 how many people have filled out that form because they'll be 509 00:23:19,800 --> 00:23:22,080 tagged differently in the CRM system if they filled out that 510 00:23:22,080 --> 00:23:25,240 form versus other forms. So we know all about is Google 511 00:23:25,240 --> 00:23:27,000 Ads. And then we can watch the CRM 512 00:23:27,000 --> 00:23:28,800 system, see the sales team's activity. 513 00:23:28,840 --> 00:23:30,760 How many of those people actually qualified into a good 514 00:23:30,760 --> 00:23:31,920 lead? How many then went on to spend 515 00:23:31,920 --> 00:23:34,800 money with that business? And how many then repeatedly 516 00:23:34,800 --> 00:23:37,680 spent money with that business buying their product or service 517 00:23:37,680 --> 00:23:42,560 from there? So point #7 pray. 518 00:23:42,600 --> 00:23:44,960 And I put LOL next to it because I'm having a bit of a funny 519 00:23:44,960 --> 00:23:48,960 morning in the office. Lots of good bands to say, but I 520 00:23:48,960 --> 00:23:52,520 hope that is helpful. My brain feels mushed and I do 521 00:23:52,520 --> 00:23:56,600 talk very quickly, so maybe rewind and listen to it all 522 00:23:56,600 --> 00:23:58,840 again on nought .5 or nought .75 speed. 523 00:23:59,160 --> 00:24:02,520 I hope that's been useful. We talk a lot about this 524 00:24:02,560 --> 00:24:05,200 attribution. You need to come up with a way 525 00:24:05,200 --> 00:24:06,760 of attributing sales to your business. 526 00:24:06,960 --> 00:24:10,520 And most importantly, you need to be aware of the KPI, the key 527 00:24:10,520 --> 00:24:14,240 performance indicator. What is that one number that 528 00:24:14,240 --> 00:24:16,760 means we make more money? Is it e-mail sign ups? 529 00:24:16,760 --> 00:24:21,000 Is it immediate purchases? Is it people who attend a 530 00:24:21,000 --> 00:24:23,440 webinar that we run? Is it people that watch our live 531 00:24:23,440 --> 00:24:25,400 shopping videos? Is it people that follow us on 532 00:24:25,400 --> 00:24:28,120 TikTok that double S the chance of them buying from us? 533 00:24:28,320 --> 00:24:30,000 And to work out what this KPIs are. 534 00:24:30,120 --> 00:24:33,000 Once you know what those KPIs are, you can optimise towards 535 00:24:33,000 --> 00:24:35,600 them and attribution becomes a lot, lot easier. 536 00:24:36,240 --> 00:24:37,600 I hope it's been helpful. We're going to have a much 537 00:24:37,600 --> 00:24:40,520 simpler episode on Friday. I hope you can join me there. 538 00:24:40,600 --> 00:24:42,720 We've recorded a couple already and there's an incredible guest. 539 00:24:42,720 --> 00:24:44,480 I'm so excited. Thanks for tuning in today. 540 00:24:44,480 --> 00:24:46,840 If you haven't already, hit subscribe, Join our newsletter 541 00:24:46,840 --> 00:24:49,560 on wwspodcast.com. And if you want any help, you're 542 00:24:49,560 --> 00:24:51,160 not asking any questions, you want to come on the show, you 543 00:24:51,160 --> 00:24:54,040 want to sponsorhello@winningshopify.com. 544 00:24:54,080 --> 00:24:56,000 Send us an e-mail comes through to Byron and myself and a couple 545 00:24:56,000 --> 00:24:58,080 of the team and we will pick that up and get back to you 546 00:24:58,080 --> 00:24:58,920 shortly. Thanks for tuning in. 547 00:24:58,920 --> 00:25:00,200 Hope you can join us again next time.