Marketing Analytics 101: How to Measure Your Campaigns
Posted: Wed Dec 04, 2024 6:09 am
Marketing Analytics 101: How to Measure Your Campaigns
Marketing an online store is part art and part science, and the science is trying to measure the effect of the art. Understanding what works and what doesn't in your marketing campaigns will help you apply those lessons to future campaigns. This is where marketing analytics comes in . You can get more specific about your maldives b2b leads
customers, the types of products they buy, and how they interact with your marketing, and use that information to maximize sales .
Contents hide
1 What is Marketing Analytics?
2 Why Marketing Analytics Matters
2.1 Be specific about what works (and what doesn't)
2.2 Make informed decisions about where to invest
2.3 Move towards achieving your business goals
3 How to Use Marketing Analytics to Grow Your Store
3.1 Understand what metrics to track
3.2 Make sure you collect high-quality marketing data
4 How to Track Campaign Performance in Google Analytics
4.1 Configure UTM parameters
4.1.1 Required parameters
4.1.2 Optional parameters
4.2 Create trackable URLs
4.3 View reports on your campaigns
4.4 Segment data by demographics and actions
4.5 Turn data analysis into actionable insights
5 What matters most is what you do with the data you collect
6 Questions and Answers on How to Track Marketing Campaigns
6.1 Related publications:
What is Marketing Analytics?
Marketing campaign analytics are metrics ( traffic , clicks , purchases , bounce rate ) that tell you how effective your marketing efforts are, such as a Facebook ad , email , or blog post. Analyzing this data allows you to make better decisions about future campaigns. Campaign analytics allow you to track specific marketing activities at each stage of the customer journey within and across all marketing channels, such as:
Social Media: For example, whether traffic from Instagram is coming from a link in the bio, from Stories, or from a specific Instagram ad.
Email Marketing - For example, how many sales you recovered at each stage of your abandoned cart email sequence.
Affiliates and influencers: For example, how many purchases can be counted for a specific YouTuber's product review .
Ads . e.g. how many clicks were generated by variations A, B and C of the same ad
Why Marketing Analytics Matters
With Marketing Campaign Analytics, you can track the sources and behavior of traffic to your site in much greater detail based on tracking parameters (such as ?utm_source=google) appended to the URL they clicked on.
Be specific about what works (and what doesn't)
Marketing campaign analytics lets you track not just “sales from Google Ads,” but sales from specific search engine keywords you’ve bid on. Not just “email clicks,” but clicks on a specific link in an email. Not just “Instagram traffic,” but visitors from a link in your bio. You can be as detailed as you want.
Make informed decisions about where to invest
Marketing campaign analytics allows you to group traffic to your site based on source, target audience , content type , clicks, and other details, as well as group traffic across multiple channels and landing pages belonging to the same campaign. This allows you to analyze and compare the effectiveness of your online marketing and the behavior of specific traffic segments.
Move towards achieving your business goals
With analytics tracking, you can zoom in to see how individual investments, experiments, and tactics are performing, and then zoom in to make decisions about budgeting, optimization, and strategy for your entire business.
How to Use Marketing Analytics to Grow Your Store
Some marketing analytics data is already available to you. If you use Shopify , Google Analytics , or any advertising or email marketing platform , you can find data about your marketing in their respective analytics.
Understand what metrics to track
Your key performance indicators (KPIs) are the metrics that matter most to you. The KPIs you use depend on your business and overall marketing strategy . A software company will look at marketing analytics from a different perspective than a shoe company.
Make sure you are collecting high-quality marketing data
Data can never be 100% clean or accurate. There are always blind spots and gaps. However, you can improve the quality of your data sets by actively using tracking parameters to at least track your KPIs. Without campaign tracking, your data will remain shallow, and without a logical strategy and methodology for grouping traffic, your analytics can quickly become a mess. For example, if you use the parameter “utm_medium=IGstories” in an Instagram Story link, and then “utm_medium=ig-stories” in another link, your analytics will split the traffic into two groups, even if you intended to group all Instagram Story traffic together. This is why it’s important that you track your campaigns carefully.
]
How to Track Campaign Performance in Google Analytics
Before you continue, you need to set up Google Analytics and connect it to your store. Let’s say you have a few bloggers who are planning to post sponsored reviews for your product launch. How can you track each of the campaigns to see which ones were the most effective and which ones were the least effective, so you can decide whether you should pay for more sponsored posts in the future? This is where link tracking or UTM parameters mentioned earlier comes into play.
Configure UTM parameters
UTM stands for Urchin Tracking Module and is used to pass contextual information about a specific URL. The name Urchin itself comes from 2004, when Google acquired Urchin, which was later transformed into Google Analytics. UTM parameters are small pieces of information that can be added to the end of any URL that give Google more information about that specific link. You’ve probably seen UTM parameters in your browser bar and wondered what they mean:
Marketing an online store is part art and part science, and the science is trying to measure the effect of the art. Understanding what works and what doesn't in your marketing campaigns will help you apply those lessons to future campaigns. This is where marketing analytics comes in . You can get more specific about your maldives b2b leads
customers, the types of products they buy, and how they interact with your marketing, and use that information to maximize sales .
Contents hide
1 What is Marketing Analytics?
2 Why Marketing Analytics Matters
2.1 Be specific about what works (and what doesn't)
2.2 Make informed decisions about where to invest
2.3 Move towards achieving your business goals
3 How to Use Marketing Analytics to Grow Your Store
3.1 Understand what metrics to track
3.2 Make sure you collect high-quality marketing data
4 How to Track Campaign Performance in Google Analytics
4.1 Configure UTM parameters
4.1.1 Required parameters
4.1.2 Optional parameters
4.2 Create trackable URLs
4.3 View reports on your campaigns
4.4 Segment data by demographics and actions
4.5 Turn data analysis into actionable insights
5 What matters most is what you do with the data you collect
6 Questions and Answers on How to Track Marketing Campaigns
6.1 Related publications:
What is Marketing Analytics?
Marketing campaign analytics are metrics ( traffic , clicks , purchases , bounce rate ) that tell you how effective your marketing efforts are, such as a Facebook ad , email , or blog post. Analyzing this data allows you to make better decisions about future campaigns. Campaign analytics allow you to track specific marketing activities at each stage of the customer journey within and across all marketing channels, such as:
Social Media: For example, whether traffic from Instagram is coming from a link in the bio, from Stories, or from a specific Instagram ad.
Email Marketing - For example, how many sales you recovered at each stage of your abandoned cart email sequence.
Affiliates and influencers: For example, how many purchases can be counted for a specific YouTuber's product review .
Ads . e.g. how many clicks were generated by variations A, B and C of the same ad
Why Marketing Analytics Matters
With Marketing Campaign Analytics, you can track the sources and behavior of traffic to your site in much greater detail based on tracking parameters (such as ?utm_source=google) appended to the URL they clicked on.
Be specific about what works (and what doesn't)
Marketing campaign analytics lets you track not just “sales from Google Ads,” but sales from specific search engine keywords you’ve bid on. Not just “email clicks,” but clicks on a specific link in an email. Not just “Instagram traffic,” but visitors from a link in your bio. You can be as detailed as you want.
Make informed decisions about where to invest
Marketing campaign analytics allows you to group traffic to your site based on source, target audience , content type , clicks, and other details, as well as group traffic across multiple channels and landing pages belonging to the same campaign. This allows you to analyze and compare the effectiveness of your online marketing and the behavior of specific traffic segments.
Move towards achieving your business goals
With analytics tracking, you can zoom in to see how individual investments, experiments, and tactics are performing, and then zoom in to make decisions about budgeting, optimization, and strategy for your entire business.
How to Use Marketing Analytics to Grow Your Store
Some marketing analytics data is already available to you. If you use Shopify , Google Analytics , or any advertising or email marketing platform , you can find data about your marketing in their respective analytics.
Understand what metrics to track
Your key performance indicators (KPIs) are the metrics that matter most to you. The KPIs you use depend on your business and overall marketing strategy . A software company will look at marketing analytics from a different perspective than a shoe company.
Make sure you are collecting high-quality marketing data
Data can never be 100% clean or accurate. There are always blind spots and gaps. However, you can improve the quality of your data sets by actively using tracking parameters to at least track your KPIs. Without campaign tracking, your data will remain shallow, and without a logical strategy and methodology for grouping traffic, your analytics can quickly become a mess. For example, if you use the parameter “utm_medium=IGstories” in an Instagram Story link, and then “utm_medium=ig-stories” in another link, your analytics will split the traffic into two groups, even if you intended to group all Instagram Story traffic together. This is why it’s important that you track your campaigns carefully.
]
How to Track Campaign Performance in Google Analytics
Before you continue, you need to set up Google Analytics and connect it to your store. Let’s say you have a few bloggers who are planning to post sponsored reviews for your product launch. How can you track each of the campaigns to see which ones were the most effective and which ones were the least effective, so you can decide whether you should pay for more sponsored posts in the future? This is where link tracking or UTM parameters mentioned earlier comes into play.
Configure UTM parameters
UTM stands for Urchin Tracking Module and is used to pass contextual information about a specific URL. The name Urchin itself comes from 2004, when Google acquired Urchin, which was later transformed into Google Analytics. UTM parameters are small pieces of information that can be added to the end of any URL that give Google more information about that specific link. You’ve probably seen UTM parameters in your browser bar and wondered what they mean: