Digital Agency Tracks Return on Ad Spend (ROAS) for Clients with Klipfolio

client report

tracking digital ad spend

ReachFire is a digital native advertising agency that specializes in working with B2B and B2C brands. They are experts at Programmatic Advertising, working collaboratively with each of their clients to not just increase traffic and drive sales, but also to educate consumers and build brand awareness.

Using multi-channel marketing and advanced behavioral targeting ReachFire helps to develop ordinary sales messages into extraordinary brands.

Meet Jane…

“My name is Jane Darke and I have worked as part of the management team at ReachFire for around two years as Operations Manager.”

It is Jane’s responsibility to keep their ship running smoothly, ensuring things get done on time and to budget across their clients. This can involve everything from tracking performance, providing client statistics, managing creative and visual support and ensuring invoicing and budgets are administered correctly.

Manual client reporting became too much of a hassle

Prior to Klipfolio, ReachFire’s key metrics were managed by gathering reports from several Demand-side Platforms (DSPs) and organizing them in an Excel spreadsheet.

“Whilst this was an appropriate way of communicating the information to our clients, due to the amount of manual intervention required to produce these reports, it had become unsustainable.”

Having to build client reports with spreadsheets is work that no agency employee enjoys. It’s time-consuming, tedious, and repetitive, it comes with a serious risk of human error on the data entry side, and on top of all of that, it’s not automated, so reports have to be hand-delivered on a regular basis.

Jane knew that there must be a better way to build client reports at ReachFire, which made her decide to explore Klipfolio.

“The free trial option was a definite plus point as we got to see how the system would work for us before committing to a subscription.”

Klipfolio’s free trial provides you with almost unlimited access to Klipfolio for 14 days.

Choosing a client reporting solution that saves hours of work and fuels better budget decisions

“At first glance, I immediately liked the design of Klipfolio dashboards and the variety of options for bringing in data to act as sources for these individual reports.”

Klipfolio allows digital ad agencies to connect to and build metrics using data in popular tools like Facebook Ads, Google Analytics, Hubspot, and more.

tracking digital ad spend

“The most impactful part of Klipfolio for us is to be able to see campaign performance across multiple traffic sources. This allows us to reallocate budget to the best performing areas for our clients.”

Once you connect your clients’ data to Klipfolio you can then build specific campaign reports or mash-up a number of data sources, making an-all in-one digital ads report.

“Weekly reporting with Klipfolio is now done with a click of a button rather than being a laborious manual task.”

Tracking digital ad metrics that clearly communicate return on ad spend for clients

“As a programmatic digital advertising agency, it is vital that we let our clients know how their media spend is impacting their overall business. There are key metrics that they expect to see and Klipfolio allows us to collate these metrics across several sources and present them in an attractive and easy to read format.”

Digital agencies that can track and demonstrate Return On Ad Spend for their clients give themselves a leg up on their competition. It’s one thing to scramble to get an answer using data after the client asks about the return they are getting, it’s a whole other thing to be proactive and deliver those answers before the client thinks to ask.

tracking digital ad spend

Klipfolio provides agencies like ReachFire with the opportunity to deliver answers before the client has to ask. This helps with client retention and account growth in the long run.

Here are some popular digital ad performance metrics that ReachFire presents to their clients:

Daily Ad Spend

Ad Spend is the amount of money spent on specific ad variations within a specific campaign or ad set.

Cost per Acquisition (CPA) or Customer Acquisition Cost (CAC)

Cost per Acquisition (Also known as Customer Acquisition Cost) is the cost a business incurs to acquire a new customer. This includes the costs associated with sales and marketing to attract a potential customer and to convince them to purchase.

tracking digital ad spend

Click-Through Rate (CTR)

Click-Through Rate (CTR) is the percentage of clicks on your link that generate impressions. CTR is one of the most popular measures of campaign performance.

Cost Per Click (CPC)

Cost Per Click (CPC) is the price an advertiser pays a publisher for each click on a link. The publisher is typically a search engine (search advertising) or website owner (display advertising) where users are directed to the advertiser’s website each time their ad or link is clicked.

Leverage data in day-to-day decision making as a data-driven organization

“We are a performance-driven agency. Clients come to us to drive leads, sales, etc. It is essential for us to collect data in order to optimize the campaigns and deliver the best Return on Ad Spend (ROAS) for a client.”

Data allows ReachFire as an agency to gain insights into the tastes, preferences, behaviors, and habits of their audience and then make necessary changes to improve conversion rates.

Data also allows their clients to understand how these insights impact their business as a whole and to ensure ReachFire is reacting correctly to the trends.

Jane’s overall thoughts on automating client reporting with Klipfolio

“Transferring all our reporting practices to Klipfolio does require a certain amount of technical know-how, however, the support team is both knowledgeable and effective at dealing with any issues I have encountered along the way.”

Jane looks forward to developing ReachFire’s client reporting more in the future and taking advantage of more of the features that Klipfolio provides.

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Originally published March 16, 2020, updated Mar, 18 2020

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