There are plenty of tips on how to increase the number of customers coming to your website. However, we all know there's no magical recipe to create a marketing strategy that would make the number of leads skyrocket.
Whether you're a business owner striving to bring more customers to your website or a marketing agency helping other businesses attract better traffic, you know it – measuring the effectiveness of your marketing efforts is the key to success in the digital era.
Beforehand, it's important to say there's a huge variety of marketing campaigns out there. Businesses are advertising themselves on social media, launching products on various platforms, tailoring witty emails, and we could go on and on. Collecting and analysing data related to your online marketing campaigns will provide you with a valuable understanding of what works and what doesn't. This helps to weed out the inefficient activities and plan your marketing campaigns accordingly.
In this article, we provide you with valuable tips on how to increase website traffic by tracking the success of your marketing campaigns using Google Analytics.
1. Creating your campaign tracking
Google Analytics, a widely used data collection and analysis tool allows you to track marketing campaigns through "campaign tagging". Campaign tags are extra bits of information (UTM codes) that you add to the URL links of your online marketing materials. When users click on a link, Google Analytics tracking code will extract the information from that link and associate that user and their behaviour with your marketing campaign. This way, you can segmentize users by the marketing activities which attracted them to your website.
It's easy to generate a unique URL link with UTM code for your marketing campaigns with Google URL builder
Filling out the fields in the URL builder:
- Website URL: enter the website URL (where you want your campaign link to take users).
- Campaign Source (utm_source): this parameter identifies the source of the traffic, such as search engine, another website, or email newsletter.
- Campaign Medium (utm_medium): this parameter identifies the type of marketing medium such as banner ads or email.
- Campaign Name (utm_campaign): the name of a campaign allows you to recognize a particular campaign, for example, Christmas_promo
- Campaign Term (utm_term): optional field that helps you identify the keywords in your campaign, for instance, presents
- Campaign Content (utm_content): optional field that allows you differentiate the performance of campaigns leading to the same URL (for example, if you're A/B testing campaigns with keywords gifts and presents).
Campaign Name, Term, and Content can be any values you want; however, it's essential to make sure that they're descriptive and easy to understand when they appear in your Google Analytics reports.
If you're using Google Ads to attract traffic to your website and enable auto-tagging, Ads will automatically create campaign URLs.
Once a user clicks on your marketing campaign link, they are directed to your website, and Google Analytics receives information about which marketing campaign a user came from.
However, the URL builder allows you to build one campaign URL at a time, so if you're running various campaigns simultaneously, it might be too time-consuming creating URLs like that. Instead, you can use a spreadsheet to simplify the process. Here's a template provided by Google.
Remember, the purpose of campaign tracking is to measure and track results, so you can make improvements in your marketing efforts and bring more traffic to your website. However, what is the end goal behind successful marketing campaigns that bring an abundant amount of traffic to your website?
In all cases – it's the conversion.
However, it's hard to define what is the conversion exactly. That's because businesses can have very different objectives, such as completing an online purchase, signing up for a newsletter or filling out the form.
This takes us to the second step.
2. Setting marketing campaign goals.
Setting up goals allows you to trace whether users brought to your website through various marketing activities have converted and became customers.
There are two ways to set goals on your Google Analytics account: you can either use goal templates created by Google to reflect the need of businesses within specific industries or create custom goals. It's important to mention that templates are enabled for you only if you have selected industry in your Property Settings.
Setting a goal is easy – you just need to press + NEW GOAL.
Goal templates are designed to help you set standard business objectives and can be edited these templates before saving a goal.
Otherwise, you can create custom goals that best reflect the specific objectives of your business.
Once you choose a Custom goal option, you'll be asked to type in the name as well as select the type of your goal. This way, you tell Google which type of user interaction is equal to goal completion. In this case, since conversion means registering for a free trial in our case, we've chosen "Destination" as the Goal type.
The last step is to put in Goal details, which depend on your chosen Goal type. You can optionally assign a value to your goal. In our case, the destination equals to /register, since that's how the URL of account registration ends with.
You can find more extensive information on setting goals on Google Analytics here.
Now that you have set goals that characterize the success of your marketing campaigns take some time to think about potential stoppers that may withhold users from converting.
One of the reasons why users tend to abandon shopping carts or not finish the registration forms is a lack of information.
It can be a lack of understanding of how your service works, how to create an account, how to purchase the product, or simply knowing what the shipping costs are. What's the solution?
Getting quick and free answers effortlessly.
We all have been in a situation where we're looking for something online. We want to get more information to decide whether to make a purchase/subscribe or not, but it's just impossible to get in touch with someone from the company. There's an option to either call a provided phone number, which, sadly, in most cases, doesn't work or fill out the form and receive an answer three days later.
That's not what we want in today's world, right? Everything's happening so fast, and nobody has time to wait for an answer anymore.
We believe SnapCall is a solution for situations like this. Your customers can now launch a free, high-quality calls right from your website with just one click and receive all the answers right away. You can set a schedule of the call button – this ensures the button is displayed only when you're available to pick up the call. This way, you assure a positive experience for your customers and increase the probability of customers completing the purchase, subscribing for a newsletter, or a premium service.
It's that easy. See yourself.
You know what's even better? Once you create SnapCall button, you can link it to your Google Analytics account – here's how.
This way, once a user initiates a call from your website, this information automatically appears in your Google Analytics. Therefore, you can track which of the users who came to your website made a call. Also, you can trace whether users, who made a call, converted afterwards.
Here comes the last step.
3. Using the right Google Analytics report.
Using the correct GA report is essential to track how users are interacting with your website. You can add wanted metrics, dimensions, event tracking, and goals, to have a full picture of where your website stands in terms of achieving desired results.
We've created a Campaign Success Measurement report so that you can track how many users came to your website through various marketing campaigns, and how many of those who came to your website made a call by pressing the button on your website. The last dimension is goal completion, which provides you with the view of how many users converted after they made a call.
You can easily import the configuration of the report by clicking here and pressing Create.
It will use data collected in the chosen View of your Google Analytics account. You can easily customize this report by adding additional metrics or dimensions.
- Marketing campaign tracking is key to improving future campaigns and attracting more traffic to your website.
- To be able to track the results of your marketing campaigns on Google Analytics, you need to generate a unique URL for each campaign. It's easy to do with Google URL Builder.
- Focus on the end goal of successful marketing campaigns – it's conversion. Yet, it's crucial to have a clear vision of what a conversion means for your business.
- Main reason behind users abandoning contact forms and shopping carts is lack of clear information. Provide it to your customers by installing a digital call button on your website. Getting information quickly and effortlessly will increase your conversion rate.
SnapCall has you covered here.
- Easily access all the data relevant to your marketing campaign success and conversion tracking with a report we've created for you. It tracks user journey from coming to the website via a marketing campaign to making a call and reaching the conversion goal.
Prefer to talk and get a demo? Book one here or reach out to firstname.lastname@example.org.