Understanding the Challenge

Tracking revenue with Marketing Cloud can be complex, especially when customer-level revenue metrics live in multiple systems outside of Marketing Cloud. Campaign metrics are often extracted daily via Automation Studio and pulled into SQL Server for full analysis with other sources.

Complementary Tools

Some teams use complementary tools like Google Analytics 360 and Datorama to track revenue. For example, pairing Marketing Cloud with Google Analytics 360 and using the Ecommerce Tile can provide valuable insights into revenue. Similarly, pairing Marketing Cloud with Datorama and using a Lens can also provide a customized view of revenue metrics.

Custom Solution

A custom solution involves creating a tailored approach to track revenue using Automation Studio, SQL Server, and Tableau. This approach requires a team of talented analysts to extract campaign metrics daily and pull them into SQL Server for analysis. ROI metrics are then surfaced in Tableau dashboards and updated daily via scheduled jobs for monitoring.

Example AMPscript code

%%[ var @revenue var @campaigns Set @revenue = AttributeValue("revenue") Set @campaigns = AttributeValue("campaigns") ]%%

The root cause of the challenge is that customer-level revenue metrics often live in multiple systems outside of Marketing Cloud, making it difficult to track revenue without a customized approach.

Best Practices

Checklist for Tracking Revenue with Marketing Cloud

• Use complementary tools like Google Analytics 360 or Datorama to track revenue
• Create a custom solution using Automation Studio, SQL Server, and Tableau
• Extract campaign metrics daily and pull them into SQL Server for analysis
• Surface ROI metrics in Tableau dashboards and update daily via scheduled jobs
• Use cloud pages to personalize CTAs and log them in Data Extensions for direct attribution

What is the best way to track revenue with Marketing Cloud?

The best way to track revenue with Marketing Cloud is to use a combination of complementary tools and custom solutions.

Can I use Google Analytics 360 to track revenue with Marketing Cloud?

Yes, you can use Google Analytics 360 to track revenue with Marketing Cloud by pairing the two systems and using the Ecommerce Tile.

What is the role of Automation Studio in tracking revenue with Marketing Cloud?

Automation Studio plays a crucial role in tracking revenue with Marketing Cloud by extracting campaign metrics daily and pulling them into SQL Server for analysis.

Can I use Tableau to surface ROI metrics?

Yes, you can use Tableau to surface ROI metrics and update them daily via scheduled jobs.