image post
author image
Marketing Specialist

Campaign Tracking – How to Successfully Track your Campaigns

Advertising | Tutorials | Last updated October 1, 2019

If you’re not tracking your campaigns, you’re throwing your money away.

There’s no easy way to go about it.

Tracking is a crucial process in any advertising campaign. Knowing how your campaigns perform allows you to make informed marketing decisions. And when your money and your reputation are at stake, taking blind guesses can lead to disaster.

1. What metrics are important?

campaign metrics to follow

Tracking the right metrics is essential to your campaign’s success. But which one should you follow?

There are two main metrics around which all the others revolve – clicks and impressions.

Impressions measure how many times your ad has been viewed by a user or displayed on a website, while clicks measure how many times it was clicked.

If you divide your clicks by your total impressions, you then get your CTR (Click-Through Rate). This is the percentage of people that clicked on your ads from the total of people that have seen it.

So let’s say that if you had 10 clicks and 400 impressions, by dividing those you would get 0.025. Convert it into percentage and you’re left with a CTR of 2.5%. Pretty simple, right?

Other common metrics are:

  • Cost. How much you spent so far on your campaign.
  • CPC. Cost Per Click; How much you paid for each click. Calculated by dividing your clicks by your total cost.
  • CPM. Cost Per Thousand Impressions. Calculated by dividing your impressions by your total cost.
  • CPA. Cost Per Acquisition. How much did you invest to gain 1 new customer?
  • CLV. Customer Lifetime Value. How much net profit will one customer generate throughout his relationship with my business?

2. Tracking with Coinzilla

coinzilla campaign tracking

If you are advertising with Coinzilla, tracking your campaign is pretty straightforward. You can generate a report by going to Campaigns > My Campaigns > Campaign Reports.

Your report can be displayed based on several attributes:

  • Date
  • Country
  • Browser
  • Website Zone
  • Operating System

The date, country, browsers, and operating system attributes are pretty self-explanatory. So let’s talk for a bit about Website Zones.

A website zone is the area of a website where your banner is being displayed. The reports include the website domain, the zone ID, and the creative (your banner name & dimensions).

Website Zones are a powerful optimization feature that allow you to block under-performing zones from displaying your ads. To do so, just copy the ID of the zone you want to exclude and paste it in Campaigns > Global Blacklist.

Regardless of how you generate your report, these are the metrics you will find:

  • Impressions
  • Clicks
  • CTR
  • Amount Spent
  • eCPM (estimated CPM)

These metrics, paired with the attributes mentioned earlier, will help you determine how your campaigns are performing on various devices, days of the week, website zones, or countries.

Data discrepancies between Coinzilla and Google Analytics

A common problem that our customers encounter is the difference between the clicks reported in their Coinzilla account and the sessions reported in Google Analytics. This generally happens because the two metrics, clicks and sessions, are different.

If a user clicks on your ad more than once within a 30-minute window, Google Analytics will report that as a single session. But Coinzilla will track all the clicks.

A quick solution to this issue is Bitly.

Bitly is a URL shortener which tracks how many times your link was accessed. It works perfectly when combined with Google’s standard UTM parameters.

However, if you included Coinzilla’s parameters ({domain}, {banner_size}, {zone_id}), do not shorten the URL as it will break it and cause a 404 error to your link.

3. Tracking with Google Analytics

campaign tracking with google analytics

Google Analytics is an essential tool when it comes to tracking your campaigns.

When correctly set up, it will give you access to reports that show:

  • The amount of traffic and conversions your campaigns drove;
  • What traffic sources convert best;
  • How much revenue each campaign produced;
  • And much more.

And for the info they provide, they’re really not that difficult to set up.

Our favorite approach is by using Google Tag Manager, since it offers more flexibility and tracking options. But you can also install it by adding the Tracking Code on your website or via a plugin (if your website is WordPress-based).

SIDENOTE. You can find your Tracking Code in your Google Analytics Admin Panel, under Property > Tracking Info > Tracking Code.

Once your tracking code is installed, use Google Tag Assistant to make sure everything works perfectly.

And now let’s dive into Google Analytics.

Goal tracking in Google Analytics

There are 4 ways to track your goals via Google Analytics, which you can set up from your Admin Panel. These are:

1. Destination

A destination goal is completed when a user lands on a specific page, such as “website.com/thank-you/”. The best thing about destination goals is the fact that they allow the creation of conversion funnels.

A conversion funnel is the journey that turns users into customers by taking them through various steps. In a website, those steps are your pages.

Let’s take an example of a conversion funnel that has 5 pages:

  1. https://yourwebsite.com/
  2. https://yourwebsite.com/product-page/
  3. https://yourwebsite.com/cart/
  4. https:/your/website.com/checkout/
  5. https://yourwebsite.com/thank-you

After we add some fictional traffic and conversion rates, we’re left with this scheme.

conversion funnel example

A conversion funnel will show you the conversion and dropout rates throughout every step of the process. This will help you identify potential issues in your website that might hinder your Conversion Rate Optimization efforts.

Let’s say, for example, that only 200 of the 5,000 users that added a product in their cart completed the checkout. This clearly indicates a problem with your checkout page, giving you the chance to fix it.

2. Duration

Duration goals track how much time users spend on your website.

Serving as an engagement metric, a duration goal can help you determine if your visitors find a specific page interesting/relevant. Let’s say that your landing page has a 2-minute video embedded in addition to the rest of the content. A user will need roughly 3 minutes to go through all the content.

By tracking how much time visitors spend on your landing page, you can determine if the page is engaging enough or if it needs optimization.

3. Pages/Screens per session

Yet another engagement metric, this goal tracks how many pages or screens a user visits in a single session.

Much like the duration goal, the pages/screens goal is generally set up on customer support websites that are optimizing their UX design.

4. Events

Event goals are basically custom goals. But to use them, you first need to set up your events.

Any element of your website that a user can interact with can be considered an event. A button,  a link, or a video. These events are set through at least 1 of the 4 trigger conditions:

  • Category
  • Action
  • Label
  • Value

Personally I find event goals to be the most powerful goals you can set up through Google Analytics. They allow for massive optimization through A/B testing, helping you improve your website bit by bit.

SIDENOTE. For quick and efficient split testing campaigns, make sure to give Google Optimize a try.

Using UTMs for your links

In addition to setting up goals, you can also use UTM parameters to track and improve your reports. The abbreviation stands for Urchin Tracking Module, Urchin being the analytics platform Google acquired when they first launched Google Analytics.

To simply put it, UTMs are parameters that you include in your URL. These parameters tell Google Analytics where your traffic comes from, in great detail.

The parameters available for UTMs are:

  • Source – utm_source. Used to identify where your traffic is coming from. Example: utm_source=coinzilla
  • Medium – utm_medium=yourmedium. Used to identify the medium through which your traffic was sent. Example: utm_medium=cpc
  • Campaign – utm_campaign=yourcampaign. Used to identify a special campaign or promotion. Example: utm_campaign=wintercampaign
  • Content – utm_content. Mainly used for content ads or A/B testing campaigns. Example: utm_content=logo or utm_content=text
  • Term – utm_term=term. Used for paid search, to identify the keyword. Example: utm_term=ad+network

In this example, your full UTM tagged link would be:

https://yourwebsite.com/?utm_source=coinzilla&utm_medium=cpc&utm_campaign=wintercampaign&utm_content=logo&utm_term=ad+network

But you don’t have to manually create your URL. Google’s Campaign URL Builder helps you generate your UTM-tagged link in just a few seconds.

SIDENOTE. Make sure you clearly name your UTM parameters so you can identify them in your reports. Moreso, I suggest using a spreadsheet to track all your used UTMs. This will help you avoid mixing them up or using the same parameter twice.

Create a campaign tracking dashboard

Creating a separate dashboard in Analytics is the best way to keep your tracking neat & tidy. This will also allow you to quickly check your campaign to see its performance and spot any abnormalities before they can cause a headache.

But despite their huge power, Custom Dashboards are one of the least used functions of Google Analytics. At a glance, they seem super complex, and even a little scary. But once you take a few minutes to look over it, it’ll become much simpler.

You can create a custom dashboard through the Google Analytics menu, under Customization > Dashboards > Create. Here you can choose to create a black canvas, or start working on the default Analytics dashboard.

SIDENOTE. Make sure your demographics & interests reports are enabled and gathering data from your website visitors.

Let’s dive down and see what setting up a custom dashboard would look like. As an example, I’ll try to set up a dashboard to see which of my landing pages best convert the traffic from various websites.

analytics custom dashboard creation

First off, I’ll need to choose a widget type. This can either be standard or real-time. In this case, I’ll go for a standard table to better compare the metrics.

Secondly, there are the columns. For the main dimension I’ll choose Landing Page and compare it to Goal 1 Completions and Goal 1 Conversion Rates.

Finally, I have to set up my filters. Because I only want to see how the traffic from specific websites performs, I’ll set up Source filters for those exact websites.

That wasn’t so difficult, right?

A custom dashboard can hold up to 12 widgets, and you can create up to 50 custom dashboards in your account.

And don’t worry. If you’re not feeling comfortable enough to set up a custom dashboard, there’s still a solution. You can import one. Just click on the “Create” button, and select “Import from Gallery”.

import analytics dashboard

There are thousands of custom dashboards created by the community through which you can browse until you find what works best for you. 

And you don’t need to find the perfect dashboard. Just browse for something that roughly fits your goals and objectives, and customize it for your campaign.

Final Thoughts

Campaign tracking is usually easy to set up. But it can get complicated along the way, especially if you’re not using the right tools or if they’re not implemented properly.

Different tracking tools have different ways of gathering data, which can result in differences in the reports. And sometimes, those differences are pretty significant.

Always make sure that you correctly implemented your tracking system, and pay close attention to anomalies in your data.

0
Copy link