tracking campaign performance with google analytics
TRANSCRIPT
TRACKING CAMPAIGN PERFORMANCE
With
Google Analytics@bayoewebid
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.
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
DIGITAL STRATEGIES(COMMONLY USED)
Website / landing
Page
Social Media Posting
Paid Ads(display, search, Video)
Newsletter
Advertorial
Soscon &Buzzer
Campaign
WHICH CAMPAIGN IS CONTRIBUTING TO MY ROI ?
STEPS
• Define channels / media• Setup utm• Short link• Setup goals on analytics• Monitor it !
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 ?
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”
MAKE A UTM LIST ON SPERADSHEET
SAMPLE ON SOCIAL MEDIA
SHORTENED IT
Goo.gl Bit.ly s.id
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)
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
SETUP GOALS
• To setup goals : go to admin > view> goals > + New Goals
Setup GoalsChoose from available template or use custom
Setup GoalsGive your goal some description : eg join newsletter or click share button
Define the type of goals
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.
Setup Guide
Dont forget to verify this goals before saving, to check whether this goal destination was properly setup
CONVERSION ATTRIBUTION
Last Click Attribution
Social Direct Displa
yConversions
First Click Attribution
Display
Conversions
Last Non direct Click Attribution
Social
Direct
Display
Conversions
Conversion & Attribution
PERFORMANCE BY CHANNELS
Go to : Acquisition > Source / Medium
IS IT DIRECT OR ASSISTED?
Go to : conversions > asissted conversions
Conversion Path
See visitor journey in your web before they converted
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 !
THANKS
Got Question ? Email : Bayoewebid (at)gmail(dot)comtwitter: @bayoewebid