Analytics is key to almost any digital marketing strategy. Without tracking the data, you could be failing your objectives, wasting money, and be losing key opportunities to grow your business.
Track Your Goals
Setting up your goals first is vital for almost any marketing strategy. Make sure you decide what you want out of a campaign and be clear about it.
You then have to translate those goals to your analytics. One of the best ways to do is by using Google Analytics to set up goal conversions. You can also use a Facebook pixel so you can track goal completions from your Facebook campaigns.
Setting Up Goals
Let’s take a trade business as an example. Trade businesses usually work on a lead acquisition basis.
My first goal is to get more forms submitted on the website – so we can call those leads and get them to book in. To action that I will have to create a “thank-you” page, redirect customers after they submit that form, and then track that goal in Google Analytics (or your preferred platform).
My secondary goals will be to get more emails and phone calls (from people clicking the top bar). I will have to use Google Tag Manager then feed those goals details into Google Analytics, or alternatively use a developer.
Once I have the goals, I need to test that they work. For this, I use realtime conversions in Google Analytics to make sure that they’re coming through.
Although goals can be finicky to set up, they are an essential part of a digital marketing strategy.
How To Use & Measure Them
Once your goals are set up and working, you can start to track them. One of the most important areas to look at is “acquisition”.
You’ve put a budget to different platforms like Facebook and Google Ads, but how do you know where your getting results? You look at acquisition in GA. Search Ads may be doing the best and your getting fewer results from Facebook so you might change your budget to reflect that.
If you’re not getting results from a platform, sometimes it’s not a good idea to remove the whole budget altogether. One you might not have enough useful data to make a decision. Two you might be not targeting correctly, or your website may not be reflecting your Ads. Three taking budget from one to another platform that’s working may not produce more results.
Get To Know Who Converted
GA provides demographic data such as age, gender, income bracket and more. Even the most experienced marketers have trouble predicting the market. Using data, you can hone in on potential customers, and discover ones you might have missed. This will help you target better and create a more customised experience for those groups.
Use Machine Learning
Facebook & Google both provide both great opportunities for machine learning to produce better targeting for your Ads.
This is a powerful strategy, however you’ll need to have some excellent data to start seeing results.
Testing Landing Pages
Creating different offers, testing different copy, and customising customer experiences all part of the marketer’s playbook.
In GA it lets you drill down into some useful analytics to test how your landing pages are performing.
There’s a key few things to look out for:
Bounce-Rate: if the customer visited one page without doing anything and then left your page it would be counted as a “bounce”. If you have a high bounce-rate your page may not have a clear call-to-action, the offer might not be compelling enough, or the website may have been a poor experience.
Unique Page-Views: these views count only once per visitors different to standard page views which count the total number of all the views.
Average Page-time: this how long they spent on the page.
Goals: what actions did they complete.
Behaviour-Flow: this tells you which page a customer came from and where they went after.
To drill down even further, we can look at individual customers experiences. This great to find out which customers journeys worked. What touchpoints did they have with the business? You can look at which platforms took them back to your site. You could look at long they spent on each session, goals and the pages they visited.
The reality is if you’re not tracking your goals in your data you are missing out on the opportunities analytics can bring to your business.
To make good decisions for your business, you need to have the information available to make those decisions.
A common mistake I see with business owners is making presumptions about their marketing, not tracking their data, and not understanding their audience.
No one can predict the market 100%, and all industries rely on some form of data to inform their strategy.