4 Simple Ways Businesses Can Measure Their Digital Marketing Performance More Accurately
Measuring the performance of a digital marketing campaign or multiple marketing activities can be challenging for many businesses. Here are four simple tactics businesses can use to get started on measurnig their performance and becoming more data-driven:
Link AdWord and Google Analytics
Linking your AdWords and Google Analytics accounts allows you to gain insightful data about your AdWords campaigns through your analytics account. Examples of the presented data are the hours of the day that users click on your ads, the number of conversions that the AdWords campaigns have converted, and the number of users who have made a conversion directly after clicking on an ad.
This information helps you segment your data and determine the effectiveness of different marketing tactics.
To Link AdWords and Google Analytics, simply go to the admin panel of your Google Analytics, click on AdWords Linking and then + New Link Group, and select your AdWords account.
Use Google URL Builder
Google URL Builder lets you add parameters to URLs to create custom URLs. When a user click on the custom URL, the unique parameters are sent to your Google Analytics account so you can track the click and its source, medium, and other information.
Use Google URL Builder to track shared links on social media. When parameters are added to social links, you can determine which Facebook or Instagram post, or Facebook display banner has generate clicks. Without adding adding parameters to social links, all you see in Google Analytics is the source/medium of a click from a social platform such as Facebook or Instagram instead of a specific post or display banner.
Identifying the types of banners or posts your audiences click on helps you unravel their interests so you can customize your campaigns and ad copy to their preferences.
Use Event Tracking
Tracking events allows you to keep track of actions users performed on a website. Examples of actions include submitting a contact form or clicking on a hyperlink or a Facebook icon at the footer of your website.
Tracking events helps you measure and analyze the effectiveness of different features on your website and make adjustments. For example, if you find out that few users click on the Facebook icon at the footer of your site, you can move the Facebook icon to above-the-folder to improve the number of clicks.
We will save the setup of event tracking for another day but in the meantime, feel free to read https://developers.google.com/analytics/devguides/collection/analyticsjs/events and Event tracking with Google Tag Manager.
Use AdWords conversion goals
AdWords conversion goals show the number of conversions AdWords campaigns have converted directly or assisted. These goals provide transparency regarding the effectiveness of each AdWords campaign, search or display ad, and search keyword.
For example, by setting up AdWords conversion goals, you can find out that a search campaign targeting prospects in North Vancouver has generated more clicks than other campaigns. By gaining these insights, you can allocate more budget to this performance to optimize results.
The most simple way to create AdWords conversion goals is by importing your Google Analytics goals into AdWords. To do so, take the following steps:
• Sign in to your AdWords account.
• Click the Tools tab, then select Conversions.
• Click the name of the imported goal you want to edit.
• Click Edit Settings.
• Make any changes and click the Save button
In addition to tracking final conversions after users have clicked on your ads, Google AdWords conversion also tracks the number of conversions that potentially come from seeing your ads. This feature is called view-through conversions. According to Google, a view-view-through conversion “happens when a customer sees an image or rich media ad, then later completes a conversion on your site. This is different from a click-through conversion, which happens when a customer had previously clicked on an ad (such as on the Google Search or the Google Display Network) and then completed a conversion on your site.
The last impression will get credit for the view-through conversion. View-through conversions automatically exclude conversions from people who have also clicked your Search or other Display ads.”
To setup view-through conversion, take the following steps:
• Access your Google AdWords account
• Go to Tools
• Go to Conversions
• Click on + Conversion
• Select Website
• Create a conversion
Once a conversion is created, you’ll be given an AdWords conversion code. Implement the conversion code to the <head> section of the page where a conversion occurs. For example, you can add the code to the thank you page after a person submits a contact form or purchases an item. After the code is implemented, Google will track the number of potential conversions that occurred after users have seen your ads.
Tracking digital marketing results can be challenging but thanks to the tools and features above, you can measure the effectiveness of different campaigns and ads relatively easily.
If you have any questions about setting up metrics or integrating different digital marketing platforms, please book a complimentary meeting and one of our digital marketing experts will be more than happy to help.