Just ask anybody at 404 agency what is my most repeated sentence at work, other then “Who has some chocolate?”, and you will get an answer “We can’t start the campaign until the tracking is set up!”. Here are 4 things why I always insist on implementing tracking before the launch of the campaign.
1. Conversion tracking must be a must have for any campaign
Picture this. You are launching a new website. You think everything is great and awesome. But, when you launch it, you see one really big problem. You launched a website with frontend only. No backend, no CMS. Where is the problem? How are you going to edit your website’s content dynamically on a daily basis? How are you going to store information about potential customers? Guess what, you are not. If you are not storing information about your potential customers, you are left blind. If you cannot easily optimize your content based on analytics data, that should be a problem too.
So, just like you wouldn’t like to launch a website with frontend only, you definitely don’t want to launch your campaigns without tracking. Yes, you can run your campaigns, you can see the impressions and clicks, but is that really important? You are left blind once again. Tracking is campaign’s backend. Remember, you can’t optimize your campaigns and make daily changes if you don’t measure what is important – conversions that tell you which valuable actions users take on your website.
2. Track measurable actions that are important to your clients or their business – measure conversions!
Every client should know which actions they want their users to take on their websites or their mobile apps. Every client has something that is important to them to track. Sometimes they don’t know it yet. But it is there, trust me. If they cannot see it clearly, try to open their minds and eyes. Try to expand their universe. It is there, in micro or macro conversion types. Macro conversions have maximum value to your clients since those are the actions their business profits from (for example purchases). Micro conversions, on the other hand, are smaller actions (such as website registrations, newsletter sign ups etc.) that can lead to macro conversions and business profits anytime soon.
So, even though a potential customer registered on your website, but didn’t make a purchase, that doesn’t mean that he or she won’t make a purchase in the near future. If you know they registered, that must be important to you because it can lead to a purchase. You just have to convince them to make it happen. So, tracking is important not only when it comes to macro conversions that bring value to the business, but also when it comes to measuring all those micro conversions that can lead to business profits as well.
3. Your reports are more professional and return investment based
In 2016. you really don’t want to have only clicks and impressions in your reports. If you are still only making that kind of reports, it’s time to wake up! You want to track the number of conversions, conversion rates and costs per conversions as a standard. If you also have a goal value, you can calculate ROI of used channels in your campaigns. By doing this, you can make higher quality reports.
What do I find as a high-quality report? Every report in which you put channels used in your campaigns, their budgets, the number of conversions (for example leads), costs per leads, value per leads and ROI. With this conversions overview, you can see clearly what are the best converting channels and clients can get an insight what works best for them. Also, you can make better decisions. And smart decision making in business is everything. You don’t want to be stuck on a route A if route B is better. Or if you can move along faster with route B. You want to be on that route, am I right? So, with this reports you can see from the skies above in which channels lies an opportunity to invest more and in which channels should you invest less.
4. Tracking conversions is getting more complicated
Today, tracking conversions is getting more complicated. It’s quite simple to learn how to setup and to setup Analytics goals or implement events. But, you want to understand the bigger picture and you want to know more details where do your clients leave, on which step of the conversion path are they occurring with a problem etc. Also, you want to stay up to date with the world. So, if everybody in the world is using Google Tag Manager, or any other technology in that question, for easier implementation, give it a go. Read, learn and tryout new things, tools and new implementations. Every time you decide to track conversions, try to step up your game and implement something new. That way, you are increasing your incremental knowledge of tracking conversions.