How Are You Tracking Marketing Campaigns?
From focusing on capturing most of the results to identifying the right metrics, here are eight answers to the question, “What are you doing to track your marketing campaigns?”
- Add Unique URL Parameters
- Put Clear Objectives in Place
- Closely Monitor Ad Network Conversion
- Use a Comprehensive Set of Tools
- Gather Perspectives With CRM
- React in the Moment
- Do Better Planning for the Future
- Evaluate Your Efforts With KPI Metrics
Add Unique URL Parameters
Tracking is complex and challenging for most. We don’t get it right all the time. But something basic you can do to track your campaigns is to add URL parameters that tell your analytics tools where the visitor came from, the specific campaign they responded to, and so forth.
I know it may not help much with multi-step attribution workflows, but this is the first step. And, to be frank, it’s not always possible to track every aspect of your marketing campaign because humans are strange creatures.
They may see an ad, forget about it, then remember you in a crucial moment, then use Google to search for you and purchase. At that point, where do you attribute it? Focus on capturing most of the marketing results, but understand that you won’t catch all of them.
Put Clear Objectives in Place
Before starting any kind of marketing campaign, you need to sit down and come up with clear objectives that can be measured and are still achievable. These objectives can include driving more visitors to a website, accumulating more leads, or improving overall revenues.
There is a wide variety of tracking software available on the market today, including Google Analytics, HubSpot, and Adobe Analytics, to name a few. These tools assist you in monitoring the efficacy of your efforts and provide you with information regarding the actions taken by your target audience.
UTM parameters allow you to track the source, medium, and effectiveness of initiatives. These tags allow you to track the source, medium, and campaign name of the traffic that comes to your website.
Closely Monitor Ad Network Conversion
As the Growth Manager of a villa rental company that constantly runs ad campaigns, conversion tracking helps me the most to keep track of our actual marketing goals by providing us with data on how many clicks resulted in bookings.
It allows me to measure the return on investment (ROI) of the advertising efforts. This also helps to determine which ads are most effective in driving conversions and which may need to be adjusted or replaced.
With conversion tracking, I can also gain insight into customer behavior and preferences. For example, if I notice that a particular ad or marketing channel is driving more conversions than others, I can use this information to adjust my targeting or invest more heavily in that channel.
Use a Comprehensive Set of Tools
I’m using a range of analytics tools such as Google Analytics, Screaming Frog, and SEMrush to track my SEO-wise performance; they allow me to monitor website performance, keyword rankings, and other essential metrics.
I’m also closely monitoring the results of my campaigns with regular reports. I’m investing in A/B testing to ensure my campaigns are as effective as possible, as well.
I’m keeping up with the latest SEO and digital marketing trends, so I’m always aware of the latest changes and how they might affect my campaigns. Overall, I’m doing everything I can to make sure my campaigns are performing at their best.
Gather Perspectives With CRM
Customer relationship management (CRM) is the crucial right hand for non-e-commerce companies. This database system enables professionals to store, analyze, and change leads, contacts, and sales.
Customer relationship management focuses not just on existing, but also on potential clients. With many CRM programs, you can track potential clients according to the advertising campaigns they’ve interacted with.
React in the Moment
I think real-time monitoring might be helpful in other ways besides merely providing input on your plan, as well. You can also reach out and interact with others in real time during a social media chat. Since the goal is to boost participation, this is invaluable information.
You may keep the positive vibes going by monitoring to find talks you would have missed and then really taking part in them. In a crisis, this is even more important.
Even though it’s highly unlikely, being prepared for a communications crisis during a campaign is essential. Your careful observation will alert you to a problem before your client does, giving you a head start on fixing it.
Head of E-commerce, 88Vape
Do Better Planning for the Future
Monitoring has value beyond a single campaign. Once the dust has settled, analyze all the useful information you gathered to determine which strategies proved most successful for you and your client.
We’ll get into the specifics at a later time, but it’s important to analyze past campaigns so that you can improve future ones.
Evaluate Your Efforts With KPI Metrics
I believe that key performance indicator (KPI) tracking is the method by which we can merge everything into a short set of metrics that will serve as a window into each of your marketing efforts.
To measure success, one must first identify the right metrics to track. A KPI can be any metric that helps you evaluate your marketing efforts. It is up to you, as the business owner or marketing manager, to keep tabs on the right KPIs and use that information to make informed decisions that will lead to better results for your marketing efforts.
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