Tracking campaign performance with Google Analytics
Transcript of Tracking campaign performance with Google Analytics
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TRACKING CAMPAIGN PERFORMANCE
With
Google Analytics@bayoewebid
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FOREWORD
• Today, digital is being a part of living , if finds something interesting people just can Google it or share to social media.
• This a sweet spot for advertiser for get in touch with the consumen. So today we easily can find many digital campaign.
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CAMPAIGN OBJECTIVES
Awareness (Branding)
• Video Views• Banner
impressions• Unique user
reach
Engagement
• Get fans• Get like• Get comment
Performance
• User registrations
• Newsletter submission
• Email leads• Sales /
purchases
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DIGITAL STRATEGIES(COMMONLY USED)
Website / landing
Page
Social Media Posting
Paid Ads(display, search, Video)
Newsletter
Advertorial
Soscon &Buzzer
Campaign
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WHICH CAMPAIGN IS CONTRIBUTING TO MY ROI ?
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STEPS
• Define channels / media• Setup utm• Short link• Setup goals on analytics• Monitor it !
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DEFINE CHANNELS / MEDIA
• Is it on own channel or paid • Is it on social media (FB, YT, Twitter, Instagram, etc)• Is it on advertising campaign (FB Ads, Adwords, Twitter ads, etc)• Is it CPC, CPM, CPA• Is it retargeting campaign ?
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GENERATE UTM
• UTM Builder tools :• https://utmbuilder.net/• https://ga-dev-tools.appspot.com/campa
ign-url-builder/• Others : search google with keyword
“utm builder”
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MAKE A UTM LIST ON SPERADSHEET
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SAMPLE ON SOCIAL MEDIA
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SHORTENED IT
Goo.gl Bit.ly s.id
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GOALS TYPE IN ANALYTICS
• Goals type with destination is the most used nowdays, since it shows that visitor already do some action and reached at the end of process (eg, thank you page)
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OBJECTIVES AND GOALS TYPE
• Leads → use destination• Newsletter submission → use destination• User registration → use destination• Submit Contact → use destination or event• Process / checkout cart → use destination• Downloads PDF / files → use destination or event• Click social media channel → use event
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SETUP GOALS
• To setup goals : go to admin > view> goals > + New Goals
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Setup GoalsChoose from available template or use custom
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Setup GoalsGive your goal some description : eg join newsletter or click share button
Define the type of goals
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Setup Goals
set the final page in the proses of newsletter submissions, in this case newsletter-thanks.html
you can set monetary value fot this conversion
Also can set the funnel, so you can see the way visitor join your newsletter.
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Setup Guide
Dont forget to verify this goals before saving, to check whether this goal destination was properly setup
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CONVERSION ATTRIBUTION
Last Click Attribution
Social Direct Displa
yConversions
First Click Attribution
Display
Conversions
Last Non direct Click Attribution
Social
Direct
Display
Conversions
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PERFORMANCE BY CHANNELS
Go to : Acquisition > Source / Medium
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IS IT DIRECT OR ASSISTED?
Go to : conversions > asissted conversions
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Conversion Path
See visitor journey in your web before they converted
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Recap
1. Define your goals2. Set your goals in analytics, then you can see any contributing
channel to your goals.3. Always monitor and improve it !
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THANKS
Got Question ? Email : Bayoewebid (at)gmail(dot)comtwitter: @bayoewebid