One of the most difficult tasks you will encounter in executing a digital marketing strategy is your Return on Investment (ROI). ROI to most companies will be the number of leads or deals you can close based off the amount of ads spending you have incurred. While Analytics and Adwords allow you to track ads spending accurately, they have a more difficult time accurately tracking the lead source of every single conversion. So how can you to the best of your ability to measure your ads spending versus your marketing campaign?
Specific conversion tracking codes
One of the easiest way to track ads spending is to create custom tracking triggers in your analytics, this way, every time a customer converts you will be able to tell where and when. However, creating custom tracking codes do require some level of expertise to ensure that your tracking parameters do not overlap to give you duplicate results. It can also be easy to lose track of how many avenues you are tracking your ads spending at. Luckily Google has come up with a tool called Google Tag Manager, this allows you to be able to easily add in conversion tags and manage all your custom codes in one place and ultimately, accurately track ads spending.
Setup specific landing pages
While tracking codes are useful for tracking ads spending in the back-end, it is also advantageous to create specific landing pages on the front end to drive traffic from specific campaigns into specific pages to track ads spending. While people tend to end up clicking from page to page which might change the actual ad conversion point, the page in which they first land in can still be tracked to the ad campaign within the same session. Thus, by combining the use of conversion tracking codes and specific landing pages, you enhance your ability to measure ROI and track ads spending.
Check back with customers on where they have converted
This last method while easy to execute, is not the most accurate method of tracking ads spending. For B2C industries, a common way to find out conversion points is to have a little survey after the sale of the product of service to find out where they could have gotten to know the business from. For B2B industries, this is usually done using the pre-sales or consultation stage as a quick question. While it can be a little tricky to measure ROI purely based off your prospect’s memory, it can also serve as a reinforcement of your ad campaign results and fortify your faith in certain marketing methods.
As mentioned, accurately tracking ads spending, while a huge task, is crucial because in order to justify your ads spending to your management team, you need to report an ROI as accurate as possible. But, this can be quite a mounting task if your team is small and don’t have the resources to create all these specific creatives, landing pages and custom tracking code. Therefore, Adssential offers you the flexibility of getting us to do the work for you! Our team of digital marketing consultants have the strong ability to build beautiful landing pages with custom tracking codes so that you know how your ads spending is resulting in a deal. Contact us here today if you would like to find out more!