When it comes to digital marketing, tracking may seem like a straightforward process, surely page views, online leads and click through rate can be easily measured? A quantifiable figure can be added and the value of the campaign easily ascertained? While this may appear to be the case from a quick glance, the reality of tracking the success of your digital marketing campaign is a lot more complex than the top level stats and yet it is inherent to the success of your campaign.
While tracking may seem secondary to the actual campaign, it is vital to not only how that campaign is perceived internally, but also if the company recreates similar techniques in the future. You can have an incredibly effective branding campaign but without it being measured correctly, it can just appear to be wasted spend and will therefore be canned before reaching its full potential.
So where do you start with successfully tracking a campaign?
Firstly you have to understand what you are trying to achieve which may be as simple as more online leads or sales, or could be more ephemeral like increasing brand awareness or increasing your social media engagement. By realising what your end goal is, you can begin tailoring your campaign to match. Is it retargeting to improve your conversion rate or a Google Ads campaign to help new customers find you? This will help you set budgets and ensure that you are in the best possible position to reach success.
Sticking to Timelines
Part of the power of SMART goals is that they are bound to set timelines which means at the end of a specific time frame you can honestly ascertain whether or not you have been successful. Unfortunately this will not be within weeks, PPC campaigns take a minimum of three months to mature before you can start seeing accurate results, while SEO is closer to six months. Every digital marketer has to learn patience to let the campaigns they have put in motion reach their full potential, though it is tempting to pull less than successful attempts in the first few weeks.
Measuring your Successes
If you are not au fait with Google Tag Manager and Google Analytics, measuring your online leads, calls and other goals can seem like a minefield. If your end idea of success is something simple, such as form fills, newsletter subscriptions or email opens, it is fairly straightforward to measure these through a variety of Google tools and tally the wins on a month to month basis. For less quantifiable aims like brand awareness, choosing the correct KPI is fundamental to knowing the success of the campaign. While tracking page views of a certain landing page or views of a specific video may not seem to be heading towards your final goal, they may be a significant indicator towards a promising campaign.
Improving on Your Campaigns
Once you have reached your allotted timeline and the results are in, do you just stop and put the experience to one side? Or instead, do you play with the campaign and try different ways to make it even more successful? This may be the moment to split text your current landing page with a more targeted one, change the wording in your ads or switch out your seasonal offer. By changing one variable at a time and tracking the change over a number of months before changing the next variable, you will be able to find the sweet spot that your campaign is the most successful. These tests may also help in other areas of your marketing, where customers may respond to different imagery or tone, and this can be implemented across your site and social media.