How do marketing campaigns help with conversions?

Do you use various digital marketing campaigns and not really know how these activities are affecting your bottom line?

A digital marketing campaign may include items such as:

– Google AdWords (paid advertising)
– Organic SEO
– Email campaigns
– Market Retargeting
– Social Media campaign
– Any number of other digital marketing options.

A conversion could be as simple as a purchase on an e-commerce store. This can be set up and tracked via Google Analytics so the purchase is attributed to that marketing campaign.

For example, if someone clicks a link from an email campaign and purchases the product, that email campaign is attributed to that purchase. However, we know it is not common for a user to purchase the first time they see a product. As an example a user may:

1. View the product for the first time when clicking on an AdWords campaign.\
2. View it a second time when they notice it in an email campaign.\
3. View it the final time via an organic SEO link and decide to purchase.

In this case, organic SEO would usually be attributed the purchase, but we know each marketing campaign played a role in getting the user interested and getting to that conversion. Thus in Google analytics, you can setup and use a multi-channel funnel report that shows the full path the user took to get to a conversion and via its attribution modelling options, each time a user viewed the product the marketing campaign that assisted that purchase will receive some form of attribution to that conversion.

It is possible to use a multi-channel funnel report to determine where you should focus your digital marketing and where you get the most bang for your buck.

As part of using TechEquipt as an ongoing supplier, we are happy to discuss your key conversions, marketing campaigns and talk to you about setting up Google analytics so you can track and analyse that those campaigns are optimised to increase conversions.