Part 2: Analyzing Your Internal Campaign Performance
Now that you have thoroughly read through my previous blog post Part 1 – How to tag internal campaigns with Google Analytics, its time to tackle the question of, “What to do with all this awesome new data?”. This post will provide some insight on how to use the data collected on your internal marketing campaigns to measure their effectiveness and optimize your campaigns.
A good metric to start with is click through rate (CTR) of your on-site promotions. To get this metric, take the total clicks on your tagged campaign from your event tracking report and divide this by the total pageviews of the page the promo was located on (internal campaign clicks/total pageviews of campaign page = CTR). Make sure that your reporting periods are aligned when you pull these numbers.
The CTR will give you insight into the ability of the internal campaign to generate clicks and visitor interest. Some factors to consider adjusting to drive up your ad’s CTR would be page position, messaging, call to action copy, creative or the page you chose to place the ad on may not be appropriate for that message. The CTR is also a good metric to use if you are doing comparative analysis on multiple campaigns within a single page such as a homepage or custom landing page. In this scenario, positioning within the page becomes even more relevant. When you tagged your campaigns, you added in a positioning reference into the value making your life much easier when it came time to analyze the data.
Clicks are great but are they converting? That is the main reason for non-branded advertising whether it’s internal or external. Even with a branded message, your goal is to drive some kind of interaction or content consumption which can be typically be defined and measured against. With ecommerce or B2B lead generation, it is easy to get the complete picture.
Visitors who click on your internal campaign and thus fire off an event tag, custom variable tag or both, have entered themselves into a nicely defined custom visitor segment. Let’s use an example where the internal ad is for 50% off Troy Polamalu jersey’s at the NFL store. The CTR would obviously be through the roof and there would be a ton of people rockin’ Polamalu jerseys thus making the world a better place. However, a couple people might click on the ad and not actually make a purchase – losers! How can we map the action of clicking on the internal campaign with the end conversion point of making a purchase? This can be done through custom segmentation. You can build an advanced segment to apply the value of the event tag to your visitor segment.
Then simply apply this custom segment to your ecommerce and/or goal reports to get your conversions and conversion rate. But what if someone clicked on the Polamalu Jersey promo then bought an Brian Urlacher jersey? Like that would ever happen…..You can apply your custom Polamalu Jersey segment to your product performance report and see how many Polamalu jerseys (and anything else) this visitor segment purchased.
If you were exceptional with your tagging and utilized a custom variable tag for your internal campaign and set it at the visitor level, you could then measure how many visitors clicked on your internal campaign and made a purchase or converted throughout multiple sessions. Maybe your visitors are going off-site and doing some comparison shopping but can’t find a better deal than 50% off so they return 3 days later and purchase. The custom variable would still be attributed to that visitor and the sale can be associated to your internal campaign. The custom variable report provides data on your goals and ecommerce within the standard report so you only need to build out a custom segment to get more granular information such as total conversions or specific products purchased.
If you internal campaign is pushing a message for a quick sale, you may find value in applying your newly built custom segment to your goal funnel visualization report. If the campaign message is a pushing a short term conversion (Sale is Today Only!!!!), you can apply this custom segment to your goal funnel visualization report and to see how your conversion path is holding up to visitors who “should” have a strong desire to convert. You may find that your offer is great but once visitors see the shipping price there is a large increase in abandonment.
Finally, apply your custom segment to visitor attribution reports such as organic and paid search keyword reports. This can provide you with insight into which keywords visitors are using to find your site that would be interested in the specific offer you are promoting. You can scrape out some findings from the keyword reports to target some new keywords for similar promotions you may run in the future. Also see which keywords are more likely to lead to a conversion if the visitors are provided a direct path to conversion and a compelling offer.
These are just a few examples of how to make excellent use of your properly tagged internal campaigns. There are many other ways to slice apart the data from your campaigns and build out more detailed custom segments. You can aggregate your findings over time across multiple campaigns to find the bigger trends and build out a framework of what a successful internal campaign looks like for your business.