How to define, measure, and communicate the success of your digital marketing
In this third instalment of Creating a Digital Measurement Plan we will look at two things.
First, I want to help you understand which of your business’ channels are performing. Second, we will look at how you can optimize your campaigns. Similar to my previous posts, I’ve included clear action steps for each section.
Step 5 - Identify Performing Channels
With the segments setup within Google Analytics, understanding what channels are performing becomes a much simpler question to answer. In fact, answering this question can become as simple as generating a report.
For example, when the “engaged” segment is turned on, only the traffic where visitors have performed valuable actions is displayed. Answering the question of “What source is producing the most engaged traffic?" can be answered with the report.
It’s equally as simple to determine the progress of these channels over time. Simply turn on the date range comparison and the results are broken down for you.
This is where the analysis of the performance can begin. In the above we can see that overall, engaged traffic is up 11.13%, BUT, Paid Search (Google, cpc) has seen a decrease of almost 17%. As an analyst, your job is not only to know how you’re performing but also identifying areas of improvement.
Up until this point, we’ve been reviewing how to leverage Google Analytics to analyze the performance of your visitors, one issue is that this analysis has been applied to individual visitor sessions. The problem is that the reality of online user behaviour is much more complicated.
So... what can we do about it? Google Analytics to the rescue.
Multi - Channel Funnels
Within the set of the reports titled Conversions you will find the “Multi-Channel Funnel” reporting tool. Within this section is one of my favorite reports in Google Analytics - the Assisted Conversions report.
Here, you will find not the channels that directly resulted in the conversion but the ones that assisted. The key take away for this report is to make sure you are not attributing your marketing budget JUST to the channels that result in conversions but ALSO that assist.
1. Identify the top 3 last click conversion channels 2. Identify top 3 assisting channels
Step 6 - Optimize your campaigns
No measurement plan is complete until it also considers how you will measure the performance of your campaigns. To do this it's important to make the goals of your campaign distinct from the goals of your entire website. In a number of occasions, the goal of a campaign is to promote a specific event, product, or service. As a result, the measurement plan designed for your entire site might not be applicable to your campaign.
As an example campaign, we are promoting an upcoming conference. To measure the performance of the campaign we should apply the same methodology.
Let’s take a look...
- Raise awareness of the conference
- Promote dates and time
- Promote keynote speakers
- Promote ticket sales
- Paid Search
- Facebook (Organic and Paid)
- Twitter (Organic and Paid)
Learn more about defining objectives and promotional tactics for your campaigns here.
1. Define and setup campaign quality segments 2. Optimize based on outcomes
Many of you probably find this post the most complicated. It’s the most information-heavy and difficult to understand. I’ve simplified it as best as I can, so even those of you new to Google Analytics can start to use these tools more efficiently and effectively.
Next week, we will conclude the series by learning how to communicate your Google Analytics findings to other team members in your organization. If you wish to read ahead, view the full article here.
Serving as the Director of Digital Measurement, Matt Cooper brings over 15 years in the IT industry to the team of Business Analysts at ISLWeb Marketing and Development. Matt provides consulting in all digital disciplines with an emphasis on Digital Marketing and measurement strategy. A Google Analytics and Adwords certified professional, his industry experience ranges from Government and Post Secondary Education, to B2B and B2C.