OK, let me paint you a story. The scenario is that you are running a promotion for a particular event or time of year. You are using multiple avenues to advertise and promote this amazing deal that you have to offer your potential customers. Due to the mix of marketing channels you will be using, you would like to have all of the efforts tracked in one central location so you can keep track of the progress over the course of the campaign. And of course, evaluate how effective the effort when it’s all over and brag to your colleagues about how awesome you are.
I’d like to breakdown how you can easily track all your online and offline marketing efforts so you can do all this and more. Online marketing channels we will track are email newsletter, paid search, social media, and banner advertising. Offline are any traditional mediums such as print, radio or TV.
The process is quite simple and one you can replicate across all mediums (except for offline which I will go into).
Email and Banner Advertising
Step 1. Create a tag specific to this medium. Recommended that you use this URL Builder tool from Google. It is important that you label the tag with something relevant to your promotion.
Step 2. Use this tag on any call to action in your email and on your banners.
Step 1. Follow step 1 from Email and Banner Advertising.
Step 2. Shorten the generated link URL using bit.ly.
Step 3. Only use this version of the URL when promoting your promotion via social media channels.
Paid Search – Google
This is the easy part. AdWords makes it very simple so all you need to do is enable auto-tagging.
Step 1. It get’s a teeny bit more tricky here as you will need to create a webpage specifically dedicated to your promotion.
Step 2. Create a URL for this webpage’s address using the Google URL Builder.
Step 3. Add the following code (swapping the relevant information) into the header of the landing page before the Google Analytics code.
Analysing the Results
Using Custom Advanced Segmentation In Google Analytics
Step 1. Create a new advanced segment.
Step 2. Add dimensions > Campaign > Condition (Matches exactly) > Value (Promo Name Used in URL Builder).
You should now be able to view the traffic/clicks, conversions and potentially E-Commerce data specific to your campaign.
Final Step: Marvel at your handiwork and brag to all of your colleagues about your awesomeness. I hope this gives you a good general idea on how you can easily measure your promotional efforts via Google Analytics.
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