One aspect of digital marketing that could be easily overlooked is the importance of conversion tracking and how it relates to website analytics. This could happen as a result of setting up each piece of the digital marketing puzzle separately, rather than putting them together. For example, paid channels like Facebook and Google Ads separately tracking conversions on their distinct dashboards.
There is really nothing wrong with individually tracking conversions for each paid channel to monitor site traffic, but, it is only effective for small businesses. If you own a bigger company, or your small company has instant growth potentials then it will be more effective to have an all-inclusive tracking set up. Such that, with an all-inclusive tracking set up in place you will be able to use the Google Analytics’ granular paid channel performance which will allow you to add other layers of attribution to have your channels combined in one space and monitor your sites more effectively.
On the other hand, reporting is a technique the digital advertiser uses to check if orders are being placed as supposed or contact forms are being submitted to justify ROI. Reports help advertisers see the areas that need improvement to produce more effective results. They are not supposed to function independently but work closely with conversions. Once reports have been put in place, you will be able to translate both positive and negative reports data into useful conversions.
Google also offers tools that help streamline the process of conversion tracking and managing website pixels for each channel.
How to improve your paid channel performance with Google Tag Manager
Set up Google Tag Manager: With this tool, you will be able to manage tags on your site in a single location. This means that you will only need to place a code snippet once through your site, rather than manually inserting a tag from every channel one at a time. Once you implement the Google Tag Manager, you can add and manage all tags in one place. Also, a GTM will help you simplify the process of adding multiple tracking codes and pixels to your site which will help your website’s code stay clear of confusion and clutter.
Set Google Analytics goals: It will be more profitable for your website if you set Google Analytics goals in paid advertising. That way, you will not blindly cast your net into the sea, but strategically send your ads to your target groups. You can easily set up Google Analytics goals selecting the types of goals you want which include custom goals, smart goals, or template goals. Custom goals are preferable because they provide you the flexibility of using specific destination URLs. Creating custom goals will help you have goals that are identical to the conversions you have within your paid channels.
Use Analytics URL tracking: You can use the Google URL campaign builder to see a specified source of traffic in relation to the goals completed. The Google URL campaign will allow you to create unite URL UTM parameters for each paid campaign channel. This would help you get more channel visibility, and there are many ways to do it including manually selecting your campaign source from any of your channels and linking them to any of your custom goals.
Closely watch your Reporting: With your Google Tag Manager and Google Analytics properly set up for your channels, you will be able to see the goals each channel is driving. Keeping track of your reporting will help you make the most of the information you receive. Such that, if you see numbers from your LinkedIn that do not align with your Google Analytics you can always trace the issue by going to your custom conversions.
You can report using your own techniques or seek the services of a third-party vendor for more detailed reporting. Reporting provides you with valuable insight into your paid ads and business at large if you are able to properly analyze them and learn from them.
Reports are created to help marketers see the areas where improvements are needed to generate better results. They are not supposed to stand alone as mere results, but to work closely with campaigns to constantly improve them. They can be used to convert all types of data into productive conversions.
For more information on marketing as well as services please do feel free to contact Parnda Hedima (239) 227-5768. Website management agency is a website design, marketing & Business development company founded in Naples Florida. Offices in Austin, Texas & Naples Florida. Services provided nationwide.