To really understand how to invest your ad budget, your analytics need to tie revenue to the channels, content and keywords that first brought the customer to your brand, in addition to those that resulted in an immediate sale.
How long does it take my customers to purchase after clicking an ad? What keywords are the most successful at driving quick conversions?
Clarify your sales cycle by understanding how long it takes your keywords and campaigns to drive results. Get a better sense of when to pull down underperforming ads and which keywords and landing pages are most successful at driving quick action.
Can I Track What Ad Is Working?
A UTM tag is a series of qualifiers you can add to the end of a URL to help you track where traffic to a page is coming from. The UTM tag effectively creates a different version of the page, distinguishing it from versions pulling traffic from other campaigns. You can track the information you append to the end of the URL through your analytics application; this enables you to tie landing page traffic to the individual campaign that drove it. In Google Analytics, for example, this information appears in the reports under traffic sources. You can set up UTM tags according to the following formula: http://www.example.com/landingpage?utm_source=”sourcename”
When you want to add a tag to the end of a link, simply add a question mark followed by any of the following UTM tags, each of which conveys different information about the traffic source. More example:
• utm_source=”sourcename” – For “sourcename” use the source of the click (for example, Google).
• utm_medium=”mediumname” – For medium name, categorize the type of click-through. For example, if you have traffic from Facebook ads and from your Facebook page, you could differentiate them using the medium names “PPC” and “fanpage” respectively.
• utm_campaign=”campaignname” – This tag helps you keep track of different marketing campaigns that are pointing to the same landing page.
• utm_term=”termname” – This tag is used to identify keywords in PPC campaigns.
• utm_content=”contentinfo” – This tag serves to differentiate between two different sets of ad copy.
Here is an example of UTM tags in action:
For more assistance use free UTM tool.
Google AdWords Search Funnels
AdWords Search Funnels help you get a better handle on attribution when it comes to conversions. If a potential customer conducts a keyword search and sees one of your ads (an impression) but doesn’t click it – or, they may click the ad, but not convert. If that same user conducts another keyword search within a 90-day period and again clicks on one of your ads, this is known as an “assisted” conversion. Search Funnels help you gain insight into those assisted conversions that result from more than one search.
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