Why Monthly Reporting Fails and What to Do Instead

We had the highest-performing real estate investing campaigns in the United States (until we sold that agency in 2019). Those campaigns taught us that the way we all look at our data is flawed! And in this video, Kasim reveals his findings on why monthly reporting fails and what to do instead.

Marketers and business owners alike are obsessed with monthly reporting cycles. This arbitrary timeline seems to be built into the fabric of our souls.

The problem: it has nothing to do with anything.

The key is determining your impact windows. When you spend $1, how long does it take for you to see the impact? This is harder to determine than you may think, and there are multiple inflection points.

For our real estate investment (REI) campaigns, we found that $1 spent in top-of-funnel campaigns could average up to 45 days to result in a lead (depending on geography). This was critical information because it meant looking at our data on a monthly basis didn’t actually illustrate the campaign results.

In fact, a 30-day window of reporting for a campaign that ultimately took 45 days for users to convert would always look like a failure, regardless of how effective it was.

Here’s the formula on how to actually look at your data when trying to determine cash-in / cash-out performance:

ᴀᴡᴀʀᴇɴᴇꜱꜱ ʟᴀɢ + ᴄᴏɴᴠᴇʀꜱɪᴏɴ ʟᴀɢ + ꜱᴀʟᴇꜱ ᴄʏᴄʟᴇ = ʏᴏᴜʀ ᴅᴀᴛᴀ ᴡɪɴᴅᴏᴡ

Definitions:

awareness lag - How long it takes to bring prospects into attributable campaigns

conversion lag - how long it takes to get an engaged prospect to convert

Pro Tip: If you have a business with big swings between initial purchase and LTV, you might also want to factor that in.

How are you currently looking at your data? Was this video helpful and eye-opening, or stupid and obvious?

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