You probably already knew this: in the modern world of digital marketing, measuring and analysing the effectiveness of campaigns is key. However, we're going to show you how to make your marketing strategy really effective with the right measurement techniques, KPI definition, campaign-level analysis, diving down to the keyword and post level.
The basics of campaign tracking
Let's start with the basics. What is the purpose of campaign tracking, other than to report in detail to our clients on their performance? The main purpose of campaign tracking is to thoroughly assess how well your marketing activities and strategy are delivering the expected results, and how your KPIs are performing. To do this, it is essential to set clear, rational, achievable targets and to assign the right KPIs to them.
But it's easier said than done, so we'll show you step-by-step how to do it effectively:
- Campaign-level analysis: this method measures the effectiveness of the entire campaign, including all channels, posts and collaborators. It gives a comprehensive picture of whether the campaign is delivering the results it set out to achieve.
- Platform-level analysis: comparing the performance of different social media platforms to identify which channels deliver the highest reach and conversion, allowing you to target resources or select the right platforms.
- Influencer-level analysis: this approach looks at the results of influencers involved in a given project, analysing the content that generated the most reach or interaction.
- Post-level analysis: examining the specific content published during a campaign helps you to identify which posts have the greatest impact on a given audience.
Identifying key KPIs
A successful campaign based on the above analysis points is based on a precise definition of KPIs that are aligned with the campaign objectives. KPIs are selected according to the campaign objective, for example:
- Achieving a measure of brand awareness,
- Conversion rate to encourage purchases,
- Cost per lead (CPL) for lead collection,
- Interaction rate to measure engagement.
Analytical techniques and tools
The tools used to measure campaigns include the platforms' built-in analytics systems, such as Google Analytics and Facebook Ads Manager, which are well known and evolving month by month. In addition, Influencity is also a must-have in the practitioner's toolkit, providing a comprehensive view of engagement and reach rates, as well as comparing the performance of different influencer content.
In addition to metrics, A/B testing is also important for the effectiveness of campaigns, allowing different ad variations to be run in parallel for optimal results.
If we use all these platforms and results effectively and follow them in the present, we can be close to success. Because tracking the effectiveness of campaigns also allows you to make changes in real time. For example, if a platform is underperforming, you can adjust the budget or targeting during a campaign to maximise effectiveness.
In-depth analysis and continuous measurement are key to the success of campaigns, and thus the KPIs achieved, so that results can be improved not only at the end of the campaign, but also during its lifetime.
As data analytics continues to evolve, accurate measurement techniques for marketing campaigns have become essential, and we can help.
