You need comprehensive campaign tracking to understand the efficacy of any digital marketing effort, whether it’s for yourself or a client.
Without it, it’s hard (or even impossible) to get accurate campaign data for analysis and optimization.
While every campaign may be different, the goal is the same: to ensure that you get the best possible results.
But to achieve this, you need to know what’s working and what’s not.
That is where the need to monitor these campaigns comes into play. Tracking performance during, and after a campaign allows you to identify the strategies that work and those that don’t.
It also helps you identify the best options and strategize for the next campaign. This article outlines all you need to know about campaign tracking.
What Does “Campaign Tracking” Mean?
Campaign tracking involves creating a set of parameters that help you monitor the performance of your marketing campaign.
For instance, you can use a web analytics tool like FoxMetrics to track your display ad performance. So whenever a visitor clicks on your ad, the tool will track their actions, from purchases, signups, and more.
This data will provide insight into how people react to any combination of parameters and make your campaign more effective.
Why Is It Important to Track a Campaign?
1. Evaluate campaign performance.
It makes no sense for clients to keep wasting their money on marketing campaigns when they are not getting any results. Tracking campaigns allow you to know how the campaigns are performing.
The data you collect will give you information that will help you improve the current campaign and come up with a better strategy for future campaigns.
2. Real-time campaign optimization:
Gone are the days when you had to wait until the end of the campaign to get insight into performance. Today, most tracking tools provide real-time statistics as the campaign unfolds. This real-time data provides the insight you can use to alter and optimize your existing marketing strategies.
So if the campaign isn’t performing up to expectations, you can identify the issue and apply a workable fix.
For instance, if you have a high rate of cart abandonment, it’s probably because the checkout process is too complex. So you can modify it in real-time to improve conversion.
3. Improve Your Strategy:
Tracking a campaign generates a massive load of data that you can optimize to improve your strategy. At the end of each campaign, you would have tried several things and identified the best strategy to get your customers to act.
4. Create a cost-effective marketing budget:
Most marketing professionals keep track of financial figures, such as the cost of converting a lead into a customer. Knowing which of your campaigns is the most cost-effective might help you develop a marketing budget that lowers acquisition expenses while increasing revenue.
5. Impress Your Clients:
Everyone wants to work with a professional who produces results. By tracking marketing campaigns, you’ll be able to optimize your clients’ campaigns and get them the results they need.
You’ll also be able to recommend the best course of action for them to take to improve their pages, sales funnels, and more. This will earn you more referrals and more recognition.
6. Increase client-customer trust:
In continuation of the previous point, when you go beyond simply running campaigns for your clients and show that you care about the success of their business, your clients will trust you more. And once this trust is established, it is usually hard to break.
Now that you know the importance of tracking a campaign, let’s look at how to track a campaign.
Ways to Track Marketing Campaigns
There are several tools that allow you to track your campaign. We’ve highlighted them below this section. But first, here are some of the ways to track a campaign.
1. Website Analytical Tools
Website analytics are online tools that track how many people visit a website. Most analytics programs also collect comprehensive data, such as the length of time visitors spend on your site, the link that brought them there, and whether they interacted with specific features or pages on your site.
2. Use Unique URLs
To track how your prospective customers find your website, create unique URLs for various components of your marketing campaigns. Customers can visit the same website or page while typing in multiple URLs if they use a unique URL.
When establishing a new marketing campaign, for example, you can give each social media advertisement a distinct URL. This way, you’d know where new visitors to your website first heard about you. This method is mostly used to track referrals to a website.
3. KPI Dashboard
Data from multiple marketing channels can be gathered and analyzed using a KPI dashboard like FoxMetrics. These tools allow you to collect data from online engagements, social media, large ad networks, CRM, and other sources. It will then take this information and look at it to figure out which parts of your campaign are the most effective.
4. Customer Relationship Management Tracking
Customer relationship management (CRM) software allows you to store, evaluate, and update data on potential and present customers. Many CRM packages can track potential customers through various marketing efforts.
5. Phone Call Tracking
You can use call monitoring tools to track the source of various phone calls from potential clients. Most of these tools allow you to link many phone numbers to the same main phone line. These numbers can be changed depending on the marketing channel, the caller’s location, or both.
So, for instance, if you’re operating a marketing campaign that includes both billboards and paid digital ads, you can generate a unique phone number that shows up on billboards and another phone number that appears on digital ads using a call tracking tool.
The different phone numbers will provide insight into how prospective customers locate your organization, even if the lines divert to the same mainline.
Similarly, if your marketing campaign is meant to reach a lot of different places or countries, you can use a local phone area code and number to advertise that display in different places.
6. Ad Network Conversion Tracking
The majority of large corporations have their own marketing tracking systems. Many search engines, social media platforms, and domain hosting providers also offer internal tracking tools for their customers to track traffic, engagement, and other marketing metrics.
These tools can help you determine the efficiency of various marketing channels for specific consumer segments. You might discover, for example, that some of your target audience likes social media while others prefer paid search engine results.
Choosing the Right Tracking Tool
The tracking tools you work with are dependent on the type of campaign, channel, and how you want to track it. Examples of tracking tools include:
- Emails: Hubspot, Snovio, Mailchimp, Responsive Contact, Drip, and Email Octopus.
- General tracking: Hive, Trello, Todoist, Casual, Asana, Quorum, and Newoldstamp
- Customer service; Salesforce, Zoho, Streak, etc.
- Analytics: FoxMetrics, Google Analytics, CrazyEgg
- Social media: Hootsuite, Later, Planoly, Social Status, Sprout Social.
How to Set Up Campaign Tracking
Before you can track a campaign, you have to first create one. Here’s how to go about it.
1. Identify your goals.
Talk about the goals you hope to achieve with this campaign. If you’re a marketer creating a campaign for a client, inquire about the client’s expectations for the campaign, the company’s current objectives, and the company’s overall long-term goals.
Discuss the campaign’s aims, as well as any departmental or company-wide goals that are pertinent to the campaign.
2. Set goals.
Make a list of goals for your marketing campaign. Your goals should be SMART, which stands for Specific, Measurable, Achievable, Realistic, and Time-Based. As you create your goals, keep in mind the campaign’s and company’s priorities and vision. If your client wants to generate more leads, for example, one of your campaign’s goals could be to track and increase the number of people who sign up for their newsletter.
3. Choose tracking systems.
Determine what information you’ll track during the campaign and how you’ll track it. The type of campaign you’re running will determine how you track it. If you decide to use multiple marketing channels, you may want to include tracking methods like call tracking and website analytics in your campaign.
4. Develop a campaign with distinctive branding.
It’s easier to track your data if your marketing campaign has its own branding. This is especially true when it comes to tracking certain aspects of your campaign’s digital elements, such as news results, social media updates, and blog entries.
Most web analytics programs look for specific keywords on the internet to track the results of your campaign.
These keywords may be specific to the campaign, but they can also be your company’s name, slogan, or related phrases. Using unique branding can help ensure that your tracking tools are only looking at your campaign and no other unrelated results.
If you want to use a social media hashtag as part of your campaign, choose a phrase that isn’t widely used for another purpose or by a different company.
5. Set up tracking alerts
You can create tracking alerts for your marketing campaign. If part of your campaign is digital, set up an alert system with your tracking tool to receive notifications about new online results related to your campaign.
Use any campaign-specific keywords, as well as relevant terms like your company’s name, industry terms, or competition. You can also set up alerts for specific websites, such as a social media platform or a news outlet, if you want to keep an eye on them.
You can filter your alert results using some tracking tools based on factors like geographic location or language. Here’s what you should track.
- Mentions: This is the basic matrix in campaign tracking. For example, a sudden increase in mentions will signify that a strategy is working.
It becomes more interesting if you compare the mentions across different social media platforms. This will show you which platform was more effective.
- Reach: Reach gives you information about the number of people that have seen your campaign. You can filter them using the date, platform, or even the tag.
- Sentiment: campaign tracking tools usually come with built-in sentiment analysis. This shows whether the people are complaining about the product or are giving good remarks.
This will be very important to your client as he will know where and where to work on improving his product.
6. Increase campaign awareness
While your campaign is running, raise awareness about it. Your marketing channels, techniques, SMART goals, and other factors all play a role in how you build momentum for your campaign as it unfolds.
- Find influencers for your campaign and encourage them to keep supporting your brand.
- Find and take part in conversations relevant to your campaign. For example, if you find a forum where people discuss ways to reduce household noise, you could bring up your current marketing campaign about your company’s quiet fans.
- Make a campaign-related special offer, such as giving away free samples, declaring a limited-time sale, or offering a one-of-a-kind bundle of products or services.
7. Make changes to the campaign:
Once you’ve launched your campaign, you can then follow the steps listed above to track the campaign. Depending on your marketing goals and performance, you can modify the campaign in real-time to get more desirable outcomes. Try optimizing specific aspects of the campaign, like the image or text, and then see the effect on campaign performance.
8. Provide an update on your progress.
While the campaign is running, send out regular updates. Send regular updates to clients or project stakeholders to keep them informed about the campaign’s progress. Some tools, including FoxMetrics, allow you to forward updates to others or share your dashboard with them, allowing them to see real-time campaign results.
9. Make long-term plans.
Analyze the results of your campaign in relation to your goals once it’s finished. Determine how successfully you were at meeting your initial goals and what variables contributed to your accomplishment. Based on the data, come up with a plan for what to do again and what to change for your future marketing efforts.
FoxMetrics allows you to improve your ROI by tracking and identifying the most effective marketing campaign and strategies to maximize conversions and sales accords all channels. Click here to sign up.