There can be a lot of unknowns when it comes to marketing campaigns. Who’s seeing your ads or print pieces? Of those people, who are they resonating with? Are your strategies working? These are all very important questions, that if answered, can lead to valuable insights into improving these strategies. But how can you gain visibility into these in the first place? If these marketing initiatives are designed to drive traffic to your company’s website, you’re already headed in the right direction!
If you have advertisements on billboards, print, you likely already have a web analytics platform selected to measure your site. If not, what are you waiting for? If you are using a platform like Google Analytics, you can mark your campaigns for easy analysis via URL tagging. New to manual tagging? Here are a basic outline so you can get the most analysis out of your campaign data.
It is important to understand that this entire process can be time-consuming to start, but will serve to be a wise investment as the data comes rolling in. The insights that will be brought forth will be well worth it, as they’ll help you understand how well all of your advertising is performing, regardless of the medium.