So you’ve decided to run a Google Adwords or a Facebook Social Ads campaign to acquire leads and ultimately customers. Fair enough but what about tracking the results of your efforts ?
You can easily set up a campaign on those networks and on other services but it’s crucial to make sure you collect data to analyse the ROI (return on investment) of your advertising endeavour, since you can very quickly wire $$$ to Google or Facebook without any proper sense of what’s going on. One thing is for sure: they will always make money even if your efforts don’t convert into sales.
Then, when you share a URL leading to your home page or to a specific landing page, simply add UTM parameters at the end of the URL. UTM stands for Urchin Tracking Module, a method to track specific parameters to determine the origin of your traffic. Here is the nomenclature for those parameters (for more details, visit Google’s website)
I would say that the most important one I’m using all the time is “?utm_source=” For instance http://adsy.me/?utm_source=adsyblogarticle to track a visitor coming from an article on this blog. The UTM parameter doesn’t affect the target page but it’s captured by analytics software like Google’s GA or Mixpanel, Heap Analytics and a bunch of other ones to determine the origin of your traffic.
That way, you can easily filter by UTM and see how your traffic converts (analysing what we call a “conversion funnel”). See the example below where I named Googleapps5 one of my sources, converting pretty well (44.44%). If I had multiple GoogleappsNN tags running, I could easily choose UTM_SOURCE containing Google from the Mixpanel menu to aggregate the Google results. This source was named after a small Adwords campaign. I could have used both ?utm_source=google and ?utm_campaign=createapps to separate the two tags. I was just a little bit lazy. Here is a full example, as it should be: http://www.adsy.me/?utm_source=google&utm_medium=cpc&utm_campaign=createapps You understand how far you can go in the granularity of your traffic definition.
Using UTM_tags along with a good analytics software will give you a sense of what converts and what not.
Additionally, Google Analytics offers you the possibility to set “goals”, which you can also easily track on their platform. Those goals won’t necessarily be registrations or sales, but simply events you want to track. You can for instance say that a goal is “user spends 5 minutes” on my site or “user views the contact page” or anything relevant. Using those goals, you’ll be able to create conversion funnels in Google Analytics dashboard, helping you to make sense of your users’ online behavior. Here is the full tutorial to set those goals.
Have fun with tracking & happy conversion ;-)
photo credit = Unsplash.com – Craig Garner