There is nearly limitless data you can see when running a digital campaign, but not all of it is going to be useful for you. And far too often, you’re not even measuring the data that’s most important.
What is your ad campaign’s main goal? Campaigns can be used to:
- Drive online sales
- Collect leads with forms
- Entice digital downloads
- Push content and web visits
- Drive phone calls
Identify the actual actions that you’re trying to drive from your campaigns and figure out how to measure that event. Google Tag Manager can be a great tool for event tracking. Website sessions are usually not enough to fully understand what’s happening on your campaign and can be misleading to the impact your campaign is having.
As a simplified example, let’s assume that you want to drive downloads of your new eBook. You should make sure that you set up tracking for when people complete that action and report on it. You could be driving a lot of website sessions to your eBook page, but if no one is downloading it, you know something is off with your campaign.
Let’s assume that you have 1,000 sessions and one download for the eBook. Why?
- Is your ad copy misleading?
- Are you targeting the wrong audience?
- Does the landing page push users to convert?
- Maybe it’s something else?
When you measure results based on conversions, you’ll start seeing the true performance of your marketing campaign.