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How To Derive Insights From Your Campaigns, Via Google Analytics

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Having worked with many start-ups, who have no digital identity before meeting us, my first question usually is, ‘What do you want to achieve through digital marketing.’ Being the ‘in’ thing, many founders tend to believe that digital is the next big wave and their brand would be on everyone’s lips once they ride on it. Not many understand how Digital Media can help them get more ‘Actual Customers’.

What enthused me to become a digital media practitioner is the fact that we can selectively advertise to potential customers, via various channels, and actually track customer behavior on the website in question. So that way, we get to know what kind of customers, from which locations, via which channels, come to the site, and what do they do there. This way, if they drop off without making a purchase, we know how to get them back and how to reach them again. We also know how to reach similar audiences.

What’s more, we understand which products sell more than others and which ones get maximum impressions (the kinds I would like to put right on top- like the kinds that are put on shop windows). We also learn which content posts performed well and which kinds led to purchases.

As digital marketers, we should typically focus on organic marketing and support it with a bit of inorganic marketing depending on the client’s budget and targets. I am a bit stingy when it comes to spend and ensure clients get their penny’s worth. In my opinion, it’s a good idea to focus a lot on Organic marketing and build a good base before the spend begin. Any new project should start by creating a marketable website, the kinds that takes less time to load, contains tracking pixels for every event on the site, (Facebook has introduced event pixels along with their conversion code, through which you can track almost all goals when  customer enters your site from there), has lead generation mechanisms in place, optimized images, and the SEO checklist covered. All this is very important from an analytics perspective. Once this has been done, we start creating blogs and build the social media presence, after which bookmarking and inorganic spends begin. google-analytics

Since so much of efforts go into marketing a website/product, it is imperative to invest tome time in setting up UTM tracking tags whenever a URL to the site is shared. Some organizations also use CID tags, but I find UTM tags sufficient. Most of the times, UTM tags override referrals but they give more information on the campaign/ post that was shared. On Google Analytics, you may want to setup source/Medium as your primary source to track where the traffic comes from. If you set the secondary source as the landing page, you will know who came from where and what was the first piece of content they saw on the site.

Thereafter, you may want to look up the site funnel and see what was the path people took within the site. This helps you optimize the UI of your landing and subsequent pages. You should also study the number of clicks and time it takes for a customer to become a lead, and see if it makes sense to optimize on the clicks and time spent. You can track the time spent by should also note the average time people spent on all the pages (ensure all pages load equally fast), and the Unique Page Views per session.  

Most importantly ensure you have setup goals and dropped event conversion pixels by Google (and Facebook) on the correct pages of your site. This pixel helps you track which campaigns and posts got maximum goal completions and what was the path customers took to complete the same. 

Google Analytics, if linked with AdWords can give you the best possible insights on customer behaviour regarding your site, and help you optimize your inorganic results manifold. As for organic, keep a close eye on the performance of those UTM tags, and you will know which content worked best for you and which did not. It’s usually a good idea to integrate remarketing codes in the website from the start. Once remarketing codes are set you also get an idea which sites the ads were served on, and get a clear picture on the sites your customers visits.

There is a whole lot of information available, if one wants to derive insights, however this entire exercise becomes fruitful only when the business objectives and goals are clearly defined.

Image Credits: Google Analytics

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