One key advantage of placing Digital Ads is that they can be measured, this gives you the answer to many burning questions in the Advertisement industry which other mediums cannot.
- Has the campaign delivered the desired impressions?
- Did the Ad reach our Target Audience?
- What was the cost incurred per view for the Ad?
You won’t know any of these unless you track your campaign’s performance. When you start measuring your ad campaigns online, you can very easily identify which campaigns are working well, which posts have generated most likes for your brand etc. These can be used as key insights to further strategize and fine tune the Ad campaigns for the long run.
Here again we have Google as our saviour! The Google Analytics tool makes this job amazingly simple with its built-in campaign tracking tool.
By the end of this post you would be able to track all your campaigns and find out how they are performing.
Building UTMs for your Campaigns
UTM stands for Urchin Tracking Model, which simply put allows users to tag hyperlinks in order to trace where visitors originated. They are nothing but small information pieces added at the end of the URL for offering more information to Google about the specific link.
Example – http://www.website.com/?utm_source=adcampaign
In this case, what comes after the question mark is considered a UTM parameter. When a user clicks on this link, that particular site’s Google Analytics account reads and records it as parameter information.
Let’s give a quick overview for few of the UTM parameters:
Source describes where your visitors came from. Common sources include
- The URLs of websites that refer you traffic
Medium tells you how the visitors got to your site. Some of the most common mediums include:
- Pay-per-click (PPC)
This simply describes your campaign. We are using the blog post that we wrote on How to set up Google Analytics, so we used how-to-set-up-google-analytics as our campaign name.
To make things easier you can use the Google UTM Builder where you can just plug in your information and automatically generate a hyperlink.
You begin by entering the link you want to use to take visitors to your website. Next, add the three main parameters that you want to track. As you type, you will see that the new URL is being auto-generated.
Finally, you click on “Copy URL” and paste it into your email newsletter (ad, social, etc…) instead of your regular “untagged” link. That’s it. Now you’ll be able to see who is actually converting from your marketing efforts.
Below you can see a snapshot of how the information needs to be filled in the Google UTM Builder.
Consistent Naming Conventions
Also it is advisable when creating such UTMs for your campaigns you also need to make sure you follow proper naming conventions. Which in simple terms means your campaign names and other UTM parameters should be descriptive.
Define your Targets
And always have the clarity while tracking links in Google Analytics of what to measure the results against. For which you need to ensure that you have your “Target” defined – whether you want to drive clicks, conversions, CTRs. For instance, you might be aiming for a 20% increase in conversions, a 50% increase in traffic, etc.
Where to Find Tagged URL Data in Analytics
Once you’ve become comfortable with the idea of tagging campaign URLs and have started to tag URLs across your online marketing campaigns, you’ll need to know where to navigate in Analytics in order to view the information the tags have been delivering. The information you need can be found in Standard Reports > Traffic Sources > Sources> Campaigns.
Great, you’re all set. We know, this is a very lengthy lesson, but definitely a good thing for any business to know, as it gives you a vast amount of data that helps you evaluate each marketing channel that you use. No matter how creative you and your team are, at the end of the day, all that the client looks for is ROI; which you can deliver with analysing and tweaking your campaigns from time to time.
Mindstorm, a ‘Hybrid’ Digital Marketing Agency in Mumbai delivers exactly that. Our team has expertise on boosting social media presence of the brand, building the right kind of buzz in the target audience, lead generation, and test drive promotions before pumping more money on advertising. Through all these services, Mindstorm empowers brands with real-time, personified creative communications to effectively target social media marketing goals and make the brand reach new heights.