When I do Google Analytics Audits, one of the questions I ask is “How are you tracking your Internet Marketing campaigns?” More times than not, the response is “We are not tracking them.” I am amazed that companies who have large advertising budgets don’t measure the performance of their campaigns. This is where some good planning and Google Analytics come in to save the day.
The first step in this process is deciding what your Key Performance Indicators (KPIs) are. Some KPIs might be:
- More Leads
- More Phone Calls
- 20% increase in Sales
- Increased Engagement
- Building Brand
- Enhancing Reputation
Once you know what your KPIs are, you need to decide what to measure. In Google Analytics, those measurements typically become something called “Goals.” Some Goals we can measure might be:
- Online form completions (i.e Contact Us, Request for Quote)
- Phone calls generated from the website
- Downloading Documents (i.e. SDS sheets, Sell Sheets, Whitepapers)
- E-commerce transaction
- Engagement metrics – Bounce Rates, Pages Per Session, Avg. Session Duration
- Increasing Brand Mentions
- Increase Review Ratings
Once your goals are in place, you have a powerful tool at your disposal called a UTM link. A UTM link is a small string of characters you put at the end of a url link that tells Google Analytics what Internet Marketing campaign your website visitors are coming from. It also allows you to see what actions the user takes once they get to your site. A link might look something like this:
Making links like this is easy. The trick is being consistent so you can compare campaigns properly. I have created a Google spreadsheet to help make UTM building easier. Feel free to view and make a copy for yourself.
You can place these links in places like:
- Banner Ads
- Email Campaigns
- Social Media Posts
- Blog Posts
- Print Advertising
Once your campaigns are in Google Analytics, you can sort them and look at the performance of these campaigns in many different ways. For instance, viewing all your display ad campaigns so see which ones performed best. See the example below:
Tracking your campaigns will give you a lot of useful information and will allow you to make informed decisions about your marketing campaigns. Marketing campaigns tend to use a lot of your company’s resources. Employees, Media buys, software, ad agencies, etc. are all costs that can be part of those campaigns. Don’t you want to know if those investments are paying off?
Work with your Internet Marketing professional to make sure you are tracking your online successes and failures. If you do, you are bound to get better and better at your Internet Marketing campaigns, and eventually reach your company’s business goals. Good luck and happy measuring!