Measuring your campaign performance is a very important step in planning an effective online marketing campaign. Many business owners fail to check their online analytics or are unaware of what performance indicators to measure, which makes their campaigns a hit or miss. Those who do measure their campaigns will find it more challenging this year, with the increasing adaptation of secure search and the gradual loss of organic search referral data. Today, I want to share three tips that can help improve your analytics.
Create a Measurement Model
It’s important that your online marketing strategy is built around the current measurement model you have. Simply measuring random elements of your campaign and deciding the future of your business based on these random measurements won’t give you optimal results.
You need to make your team more familiar with the basics of analytics – acquisition, customer engagement, and conversions – and decide what key performance indicators to use. The problem with businesses isn’t that you don’t measure your campaigns; it’s that you don’t focus on the measurements that matter. Start by asking what your goals for your website are, and then determine the actions associated with each action. These actions are the key performance indicators you should measure.
Another reason to create a measurement model is to determine where to find data you’ve lost when Google and other search engines decided to implement secure search. Identifying the important factors in your campaign helps you find other sources of information – for example, you can get data about your audience behavior from on-site analytics instead of relying on organic search referral data.
Master the Analytics Tools
I don’t just mean Google Analytics when I say master the tools. You’ll find other third-party web analytics tools at your disposal, and the newer ones offer more advanced insights into different elements of your campaign. If you’re worried that these may be too technical for you, you can go for the more user-friendly platforms like Google Tag Manager (which also offers analytics data) to have working knowledge of analytics. This will let you understand your report when we explain the status of your campaigns as recorded by Google Analytics.
It’s also important to go beyond search analytics and master the analytics for other platforms like social media. Facebook, Twitter, and Pinterest are only three examples of social media sites with their own analytics platforms. Mastering these allows you to look deeper into your social audience, target your content, and integrate your social efforts with your search, paid, and other online marketing efforts.
You can start with instructional videos and explore the features of each analytics platform as you go along. Check out this example from Pinterest:
Invest in Learning about Your Audience
Analytics isn’t just about measuring returns, engagement, and other elements showing the effects of your marketing. It’s also about pre-sales research, about knowing your audience, understanding how they behave, and applying this knowledge to your marketing strategy. Last year has been all about shifting your attention from technical aspects to your audience, and this trend permeates all aspects of your campaign, including analytics.
You won’t have to look far to get insights on your audience – Google Consumer Surveys is a good place to start. Our research team can also put together a report identifying your target market, showing you their behavior and giving you tips on how to best approach your marketing strategy.
We’d be happy to discuss further how you can improve your analytics. Contact us today to learn more and to request your first report.