If you’re currently running any marketing campaigns, then this one is for you. Discover how to segment campaign results and identify different behaviors.
Whatever campaigns you run, you want to focus on more than just the ad spend. You’ll want to look beyond the basics to find:
- How campaign traffic compares to other traffic sources
- Where your new traffic clicks on your website
- Why your visitors didn’t convert
- What you can change or improve to convert more campaign traffic
Evaluating a campaign is about more than just metrics and reporting on basic analytics isn’t going to do your campaign justice.
Campaign tracking best practices
So what can you do? To get a better grasp of your campaign results and analysis, what should you track?
We’ve nailed down the four best practices that will help you evaluate your campaigns, track results and make adjusts that help drive more conversions.
Create consistent UTM parameters
It shouldn’t be shocking that UTM parameters are at the core of any campaign. UTM parameters are bits of simple code added to a link for identification and tracking purposes.
If it sounds complicated, don’t worry it isn’t at all. It’s as simple as filling in the blanks of a campaign URL generator with your campaign details and using the generated link in you campaign. G2 Crowd has a great campaign URL generator we suggest.
For example, if your destination URL was https://www.luckyorange.com, your tracking URL would look something like this: https://www.luckyorange.com/?utm_source=Snapchat&utm_medium=Social&utm_campaign=Snapchat%20Ads
These UTM parameters added to the link – Snapchat, Social and Snapchat Ads – will be tracked in Google Analytics and Lucky Orange.
As you create UTM parameters, don’t forget two crucial best practices:
- Keep your UTM parameters consistent. It’s going to help you keep your campaign tracking in order. It’s especially important if you have multiple people or departments handling UTM parameters. You may use “PPC” to describe your PPC ads while another team member uses “paid.” Keep it consistent to properly analyze your results. This includes consistent capitalization as UTM parameters are case sensitive.
- Organize parameters in a spreadsheet. Again, we mentioned above, consistency is key. Saving how each campaign’s UTM parameters have been set up will help ensure that consistency you need in an easy-to-share format.
With UTM parameters in place, you can create behavior tags that will define the campaign as well as what your visitors do on your website. For example, you could set up behavior tags to identify when people:
- Add a product to their cart
- See the purchase confirmation page
- Visit the checkout or shipping pages
Having behavior tags in place before your campaign is launched will help accurately track your results. Click here to learn more.
Now that you have your UTM parameters in place and campaigns running, it’s time to start digging into your analytics.
Your first stop will be your advertising platform, whether you depend on the campaign platform itself (i.e., Facebook) or a third-party system. Your initial analysis may begin with details like the total ad spend, platform, campaign duration, page views and conversions.
However, that’s not going to be enough detail. You need to go further, avoiding vanity metrics like page views or reach. Dive into the analytics and behavior that will help you learn more about your campaign traffic.
Track behavior such as:
- How many visits it took before your customers converted
- How far they scrolled
- What they did on your website
- Where they clicked
- How they clicked
- How long they spent on your landing page/web page
- How they navigated through your website
- Where they left your sales funnel
- What products were added to their cart
- What elements were the most popular
- What geographical locations were the most common
While a page view can tell you how many people visited the campaign URL, these details into visitor behavior drive a deeper look at what people did. This insight lets you make actionable analysis and decisions.
With an eye on visitor behavior, now it’s time to compare different campaigns. Ask and seek answers to questions like:
- Which campaign traffic was the most engaged?
- What information and links were the most common with the campaign traffic?
- Did the device type influence conversions?
- What information could help each campaign improve conversions?
- How does the geographical locations of visitors from the campaigns impact conversions?
The best way to find these answers is through a dynamic heatmap and session recordings.
You can segment the data by any number of options, whether it’s campaign, medium, source, behavior tags, browser, operating system, country, number of visits or device type.
As we mentioned earlier, behavior tags play an important role in segmenting your data for heatmaps and session recordings. The more behaviors tags you have, the more you can filter data for more in-depth insight into visitor behavior:
Again, keep an eye out for areas to improve for specific campaigns. If your Facebook campaign is driving more mobile traffic with a lower conversion rate, you may want to filter session recordings by behavior tags to see what they are doing before leaving.
Are they interested in a different product?
(Take-away: Should you be promoting a different product in this campaign?)
Are they leaving on a specific page?
(Take-away: Is your content unclear or should you offer a promotion to offset their hestiations?)
Are they even interested in your business at all?
(Take-away: If your traffic is bouncing before clicking or scrolling, take a closer look at your target audience and content)
Comparing behavior can help not only evaluating the campaign itself but also make improvements to your landing page, product page and website that could lead to bigger returns.
Think beyond the campaign
As much as we want to concentrate on the campaign itself, we also need to step back. A successful campaign can drive more than just traffic through the campaign URL. It can also generate interest that produces traffic not necessarily attributed to your campaign.
For example, if you’re running a campaign for Facebook and Instagram, someone may see your ad but not necessarily click on your link. They could instead search for your business on Google later on, meaning you wouldn’t associate the traffic to the campaign.
What can you do?
- You can use a poll to ask how your visitors found your website
- If chatting with a visitor, use your operators to ask where they heard about your business
Those are still somewhat limiting, however. You’re depending on your visitors to remember that it was the ad, not Google, to grab your attention first.
An option that helps encourage people to use your campaign links is to incorporate a promo code. Customers love promo codes. In 2019, an estimated 31 billion digital coupons/promo codes will be redeemed.
Because the code will directly result in a deal, customers will take notice. They may be more likely to click on your campaign promo link in order to get the deal than wait on it and search for your business later.
A word of warning: Keep an eye on the source of your campaign as well, even with the UTM parameters and promo codes in place. Digital coupons and promo codes can be posted on third party deal sites and may skew results, so make sure you incorporate source into your analysis.