For marketers, building a marketing campaign is critical, requiring significant effort, strategic thought, and market research. Assume you have created a very original and one-of-a-kind content marketing campaign due to your actions.
The following critical stage is to assess the performance of your content marketing plan. It necessitates using technologies to evaluate campaigns, generate reports, identify weak spots, and improve your marketing initiatives to make them even more effective.
This post will teach you the three most important metrics for measuring the performance of your content marketing projects. You will need to become acquainted with Google Analytics, your constant friend.
Determine Your Audience’s Source
To conduct an effective content marketing strategy, you must first identify the source of your visitors. How would you determine which campaign is generating the most traffic? Which marketing efforts are generating the most qualified leads? Let’s get into more depth about how you can record the source of your campaigns in an analytics account.
Making Use of UTM Parameters
UTM (Urchin Tracking Module) is a simple code or set of parameters you may put to the end of your custom URL to trace the traffic source. It is also called UTM settings and sends data to your analytics account. UTM parameters may be used to track five different things.
It is a single campaign’s unique campaign name or promo code.
The website is in charge of bringing you traffic. It might be Facebook, Twitter, Google+, or any other social media platform.
- utm_source=” twitter”
The media were chosen for your campaign—social media, email, or advertisements.
- utm_medium=” email”
This attribute distinguishes between links and content inside the same ad. If you have two identical links on the same page, you may use utm_content to tell them apart.
- utm_source=” footerlink”
This parameter is only applicable to paid keyword phrases. It must be used if you are paying for keywords through PPC.
To collect the essential data in analytics, you must utilize the first three parameters (campaign, source, and medium) when monitoring any URL.
- Utm_medium: social
- Utm_campaign: blog
- Utm_source: twitter
There is no such restriction for utilizing UTM parameters. You can use it in any sequence, but remember to separate each with ‘&’ and add ‘?’ at the end.
UTM Builder Tools
If you are unfamiliar with utilizing UTM parameters, the following tools will assist you in adding these parameters:
- utm.io url shortener
It is a straightforward program that adds UTM tags and shortens URLs while keeping UTM characteristics.
- Google Campaign URL Builder
- google url builder
Google Campaign URL builder is a simple tool for adding UTM parameters. Enter the necessary information, and it will generate the URL for you.
Where Can I Find Campaign Reports in Analytics?
You can quickly access statistics in Google Analytics after adding UTM parameters to your ads. Navigate to Acquisition >> Campaign >> All Campaigns to view campaign reports.
The above reports display data from many campaigns; you may adjust the primary dimensions to see data from only one drive, source, or media. You can track which content marketing campaigns are effective and which are more relevant to your target audience.
Google Adwords is more useful in creating a good content marketing strategy. It enables you to market your company for a specific term to your target audience. You must decide how much money you want to spend on Adwords campaigns, develop a clickable ad, and choose a time that suits your target audience.
The next step is to connect Analytics and Adwords to view campaign reports. When you join Adwords and Analytics, you’ll be able to see Adwords reports in Analytics.
In analytics, go to Acquisition >> Adwords >> Campaigns to examine Adwords campaign reports.
All Pages Have Consistent Codes
Google Analytics will only track the sites where the analytics tracking code has been added. You must include analytics tracking code on every website page to avoid missing data. You can only see accurate reports if you have an analytics tracking code on a page. You can only gauge the effectiveness of your content marketing activities if you are viewing reliable messages.
Signs of a Missing Tracking Code
How can you tell if a page’s tracking code is missing? The following are some indicators of a missing tracking code.
- You cannot access real-time or other reports if the tracking code is absent from your site.
- If the tracking code is on a single page, the reports for that page will be current on the comprehensive information.
Your website might contain hundreds of pages, making determining which ones need the tracking code difficult. You may decide which pages lack tracking code and which tags are on your sites using a checker.
Conversion Tracking (Goals & Revenue)
A strong content marketing plan will always increase your company’s conversions and money. It is critical to track the target conversion or revenue tracking of your key pages for which campaigns have been built.
If you’ve established an Adwords campaign for a particular product, you should be tracking its sales. If Adwords advertising increases the income on your website, the campaign is successful.
Google Analytics not only provides traffic numbers, but it also offers goal conversions and income data. You must first create goals in your analytics account to access the goal conversion statistics. Navigate to Conversions >> Goals >> Overview in analytics to get the goal conversion reports.
To see your ecommerce site’s income, you must enable ecommerce tracking in your analytics account. When you allow ecommerce tracking, the product revenue will appear in the product performance reports (Conversions >> Ecommerce >> Product Performance).
To measure the performance of a content marketing campaign, you must trace the source of your audience (campaign tracking), use uniform code on all sites, and track goal conversion/revenue. The three items listed above will assist you in measuring your marketing activities and improving what you have overlooked.
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