Making It Matter: Best practices for optimizing campaign measurement and performance

Tim Grant

Tim Grant

Senior Director, Digital Marketing

Tim assists StudioNorth’s clients by defining, implementing and measuring digital marketing programs that help their businesses grow. With a proven track record of building successful teams, Tim is charged with growing StudioNorth’s digital group both in size and in breadth of service offerings.

PART 1:

Close 3 gaps to boost your campaign performance

With 2020 campaigns in full swing, digital managers are faced with a variety of data, often delivered in disparate formats, without the ability to demonstrate cross-channel influence or impact. With some updating to your analytics profile and changes to your digital tracking, your web analytics can provide cleaner, better-integrated campaign data — all in one spot.
Analytics data is not always properly attributed or aligned out of the box with other channels you may be employing for your campaigns. Here are a few recommendations to improve your campaign performance tracking.

#1

Clean and centralize your data — it’s easier than you think

The first part of the process involves digging into your analytics program and optimizing your channel attribution data. Filtering options should be used to ensure like traffic is accurately credited to the right source and non-essential data, such as internal and bot traffic, is excluded. It might sound basic, but unless you take the step, you won’t be getting a true picture of your campaign performance.
The next step is to check your UTM parameters. Effective multichannel campaign data starts with architecting your analytics properly. If your campaign didn’t start that way, now’s the time to get it done. Make sure you’ve labeled your campaign elements well using proper UTM parameters to align your campaign data and allow you to drill down to detailed performance metrics on a channel-by-channel basis. It’s the only way to see how all your elements — search, social, programmatic, email, etc. — are delivering results.
Customize your analytics to track the campaign’s KPIs and goals. This is another instance where an “out-of-the-box” install of your analytics will fail you. It’s also important to create goals in your analytics that are attributed to all the channels you’re using. This allows you to both track desired outcomes and see how channels support one another, in a single place. Finally, be sure you’re tracking any desired actions that might not be native to analytics — things like clicks to PDFs or video starts.

#2

Correlate your conclusions

Focusing on a single metric — for example, bounce rate on a landing page — might lead you to conclude that there’s something wrong with the page itself. What other metrics are available that might support or deny a hypothesis? You have to look at the experience as a whole. Are there differences in bounce rates from different sources? By correlating your metrics, you can begin to get a better understanding of actual performance.

#3

Test everything

If you’re not actively A/B testing your campaign elements, you haven’t positioned yourself to optimize the campaigns over time. Generating insights from A/B testing will allow you to continually optimize your campaign toward better-performing metrics. Isolate variables such as messaging, visual assets, subject lines, etc. to help you develop insights worth optimizing toward. All your campaigns should be managed in a continual cycle of testing, hypothesis, and optimization.
It’s not too late to customize your analytics to provide you with more accurate, better aggregated data in a single source that will allow you to develop better insights and optimizations in your campaigns moving forward.

If you’d like to learn more about how campaign analytics can drive greater performance or want to see some examples of how we’ve helped clients improve their results, use the quick form below to contact us. We’ll get back to you right away!

Don’t miss our other installments of Making It Matter

3 ways to optimize your creative for campaign performance

In PART 2 of Making It Matter, VP of Creative and Engagement Shannon Lee will talk about three ways you can evaluate your campaign creative for maximum effectiveness.

3 ways to ensure your offer drives results

In PART 3 of Making It Matter, Executive Director of Account Strategy Eric Meerschaert shares his views on three ways to ensure the value of your offer aligns with customer needs.

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