I use UTM parameters on all my links to track revenue sources, however, I see from my data that a majority of my revenue is coming from a 'blank' source which based on my analysis I think this is Google organic searches. I don't know why this is coming up as 'blank' because with all my advertising channels I always use UTM parameters. The only check I have to seeing what 'blank' is that I ask a "Where did you hear about us?" question during signup and a majority of users enter in Google; so this is why I believe this is traffic / customer leads is coming from organic Google searches. Should I then be dedicating more time/money on SEO instead of my other paid advertising methods since this seems like the channel that is bringing in my most revenue?
First things first, it's pretty easy to take a look into your analytics and identify the source of this traffic, try looking just by acquisition channel or source/medium in GA.
Secondly you need to ascertain the total organic potential and competition, based on the total volume available and competition you may have already hit a point close to saturation. Conversely there may be a huge opportunity that you haven't yet tapped into, making it very affordable.
The third thing is about risk mitigation, I'm always a big proponent on diversifying marketing and traffic sources as there will always be fluctuation, similar to diversifying your risk in stock portfolios, it's worthwhile looking into this as well.
Happy to discuss further on a call if you'd like advice on this from someone's who handled this on small up to multinational sites.
Cheers,
Mike
Answered 9 years ago
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