Measuring Results: Conversion Tracking / Reporting
Measure Results
The key to success in Digital Marketing, is being able to measure results – which requires goal setting, call to actions, tracking and reporting
Review – Test – Refine
There are a number of tools available to help with Key Performance Indicator (KPI) measurement. Google Tag Manager and Google Analytics the most widely used
- Conversion Tracking used to measure KPI’s
- Google Tag Manager (GTM) allows lead generation event tracking to be set up, without adding additional tracking tags to the website, which can adversely affect page loading speeds
- Google Analytics (GA4) provides website performance data, including event tracking, to enable website owners / marketing agencies to make informed decisions based on data
Reporting
Clear concise reporting provides useful information, in a format that enables decision making
Providing reams of data with meaningless text and graphs can be confusing and result in clients not viewing them, defeating the purpose
- Google Analytics (GA4) has some reporting facilities
- Google Ads / Microsoft Ads have some reporting facilities
- Tools such as Looker Data Studio can consolidate data from different sources, providing visually informative reporting
Results Measurement
Here are some metrics you can use to measure the results of your pay-per-click (PPC) marketing:
- Click-through rate (CTR): Percentage of people who click your ad compared to the number of times it appears. CTR is a key metric that shows how well your ad resonates with people.
- Conversion rate: The percentage of people who visit your website and become customers. You can calculate this by dividing the number of conversions by the total number of clicks.
- Cost per click (CPC): The average cost of each click on your ad.
- Quality Score: A Google metric that determines how useful your ads are to customers. Advertisers with good Quality Scores rank higher and get more clicks.
- Return on ad spend (ROAS): The amount of revenue you earn for every pound spent on your PPC campaigns.
- Cost per conversion: A key factor in determining whether your ad generates revenue.
