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=Interactive=
== Influencer ==
All influencer have to report regularly how their posting have performed. For that they have to send a screenshot of the post with the data. We are tracking:


== Costumer Journey ==
* Date
To know what we need to report, we first have to look at the costumer Journey, which consists of the steps 'Awareness', 'Consideration', 'Purchase' and 'Service. And every action, like a posting or and ad, we are doing should have their place in within the costumer journey. Because if not, why are we and with us the client spending money, to create, to post, to put media on it? If you find actions that have no place in the costumer journey, you have your first finding.
* Campaign Source
{| class="wikitable"
* Topic
|+Costumer Journey
* Product-line
!Awareness
* Ambassador
!Consideration
* Followers/Fans at post_Date
!Purchase
* Channel
!Service
* Place
|}
* Paid
* Non Paid
* Instagram Feed
* Instagram Story
* Other
* Costs
* Impressions / Page Views
* Reach / Page Visits
* Likes
* Comments
* Saves
* Clicks (Link)
* Video-Views
* Shares
* Replies
* Tap forward
* Tap back
* Skip
* Exit
* Sticker Taps to profile
* Link Material
Engagement Rate
* Avg. audience reach ratio
 
*
 
But since we don't have a connector for influencer data at the moment, we need to write the data into a table. To use the table:
* Open the template gallery https://docs.google.com/spreadsheets/u/0/?tgif=d&ftv=1.
* Scroll down to "Interactive".
* Click "PSL_Data_Ambassadors".
* Enjoy
 
This table can be used with the free google sheet connector with [[Google Data Studio|google data studio]].
 
== Pintrest ==
Pintrest automatically tracks. and safes the data. Those data can be connected to [[Google Data Studio|google data studio]] via [https://supermetrics.com/product/data-studio supermetrics connectors] or the [https://support.socialbakers.com/hc/en-us/articles/360010557279-How-to-Set-Up-Google-Data-Studio-Connector-with-Socialbakers socialbakers connector].
 
Socialbakers:
 
* [https://api.socialbakers.com/#pinterest-metrics Pintrest Metrics]
 
Supermetrics:
 
* [https://supermetrics.com/docs/integration-pinterest-organic-fields/ Organic Data Field Reference]
* [https://supermetrics.com/docs/integration-pinterest-public-fields/ Public Data Field Reference]
 
To define which connector works best for your client, you have to see, which one fits the individual requirements best.
 
=== Objectives ===
https://help.pinterest.com/en/business/article/campaign-objectives
 
== Instagram ==
Instagram automatically tracks and safes the data. Those data can be connected to [[Google Data Studio|google data studio]] via [https://supermetrics.com/product/data-studio supermetrics connectors] or the [https://support.socialbakers.com/hc/en-us/articles/360010557279-How-to-Set-Up-Google-Data-Studio-Connector-with-Socialbakers socialbakers connector].
 
Socialbakers:
 
* [https://api.socialbakers.com/#instagram-metrics Instagram Metrics]
Supermetrics:
 
* [https://supermetrics.com/docs/integration-instagram-insights-fields/ Insights Data Field Reference]
* [https://supermetrics.com/docs/integration-instagram-public-data-fields/ Public Data Field Reference]
 
== Instagram Stories ==
Since the instagram story data is only available for 24h via the connectors, we need to write the data into a table. To use the table:
* Open the template gallery https://docs.google.com/spreadsheets/u/0/?tgif=d&ftv=1.
* Scroll down to "Interactive".
* Click "PSL_Data_IG-Stories".
* Enjoy
 
This table can be used with the free google sheet connector with [[Google Data Studio|google data studio]].
 
== Facebook ==
Facebook automatically tracks and safes the data. Those data can be connected to [[Google Data Studio|google data studio]] via [https://supermetrics.com/product/data-studio supermetrics connectors] or the [https://support.socialbakers.com/hc/en-us/articles/360010557279-How-to-Set-Up-Google-Data-Studio-Connector-with-Socialbakers socialbakers connector].
 
Socialbakers:
 
* [https://api.socialbakers.com/#facebook-metrics Facebook Metrics]
Supermetrics:
 
* [https://supermetrics.com/docs/integration-facebook-insights-fields/ Insights Data Field Reference]
* [https://supermetrics.com/docs/integration-facebook-public-fields/ Public Data Field Reference]
 
== Facebook Ad Manager ==
Facebook automatically tracks and safes the data. Those data can be connected to [[Google Data Studio|google data studio]] via [https://supermetrics.com/product/data-studio supermetrics connectors] or the [https://support.socialbakers.com/hc/en-us/articles/360010557279-How-to-Set-Up-Google-Data-Studio-Connector-with-Socialbakers socialbakers connector].
 
Socialbakers:
 
*[https://api.socialbakers.com/#facebook-metrics Facebook Metrics]
Supermetrics:
 
*[https://supermetrics.com/docs/integration-facebook-insights-fields/ Insights Data Field Reference]
*[https://supermetrics.com/docs/integration-facebook-public-fields/ Public Data Field Reference]


To define to which step in the journey the action belongs
=== Objectives ===


Also the 'Objectives' from ad managers of the different channels define in which step of the journey that ad was/is. Facebook for example, gives you this possibilites:
==== Awareness ====
==Channels:==
Objectives that generate interest in your product or service. Increasing brand awareness is about telling people what makes your business valuable. For example, Jasper's Market is going to launch a small regional chain of grocery stores. Using the '''Brand Awareness''' objective they can create a campaign that highlights their fresh, organic produce to people in the local area.
{| class="wikitable"
{| class="wikitable"
|+
|Objective
!Touch point
|Your business goal is to:
!Time
!Awareness
!Consideration
!Purchase
!Service
|-
|-
|Search
|Brand Awareness
|8 h
|Increase people's awareness of your business, brand or service.
|X
|
|
|
|-
|-
|Influencer
|Reach
|8 h
|Show your ad to as many people as possible in your target audience.
|X
|}
|
‌
|
 
|
==== '''Consideration''' ====
Objectives that get people to think about your business and seek more information. For example, Jasper's Market has a website that tells their story and lists some of their store's unique offerings. Using the '''Traffic''' objective they can create a campaign that encourages people to visit their site to learn more.
{| class="wikitable"
|Objective
|Your business goal is to:
|-
|-
|Pinterest
|Traffic
|4 h
|Send people from Facebook to any URL you choose, such as your website's landing page, a blog post, app etc.
|X
|
|
|
|-
|-
|Facebook
|Engagement
|8 h
|Reach people more likely to engage with your post. Engagement includes likes, comments and shares but can also include offers claimed from your page.
|X
|X
|
|
|-
|-
|Instagram
|App Installs
|8 h
|Send people to the store where they can download your business's app.
|X
|X
|
|
|-
|-
|Adsmanager
|Video Views
|24 h
|Share videos of your business with people on Facebook most likely to watch it.
|X
|X
|
|
|-
|-
|YouTube
|Lead Generation
|4 h
|Collect leads for your business. Create ads that collect info from people interested in your product, such as sign-ups for newsletters.
|X
|X
|
|
|-
|-
|Google Ads
|Messages
|4 h
|Connect with people on Messenger, Instagram Direct, and WhatsApp. Communicate with potential or existing customers to encourage interest in your business.
|X
|}
|X
‌
|
 
|
==== '''Conversions''' ====
|-
Objectives that encourage people interested in your business to buy or use your product or service. For example, Jasper's Market has opened a few new locations. Using the '''Store Traffic''' objective they can create a campaign to encourage potential customers to stop by their nearest store.
|Website
{| class="wikitable"
|8 h
|Objective
|
|Your business goal is to:
|X
|
|
|-
|-
|Webshop
|Conversions
|8 h
|Encourage people to take a specific action on your business's site, such as having them to add items to a cart, download your app, register for your site, or make a purchase.
|
|X
|X
|
|-
|-
|Amazon
|Catalog Sales
|4 h
|Show products from your ecommerce store's catalog to generate sales.
|
|X
|X
|
|-
|-
|Newsletter
|Store Traffic
|4 h
|Promote your brick-and-mortar business locations to people that are nearby.
|
|
|
|X
|}
|}
When we report we first look at the costumer journey.  
Help:
#
 
* [https://www.facebook.com/business/help/1438417719786914 Choosing the right advertising objective.]
* [https://www.facebook.com/business/help/1621419411431034?id=1997185213680277 Instagram ad objectives]


==Architecture Spreadsheets/Database:==
== YouTube ==
YouTube automatically tracks and safes the data. Those data can be connected to [[Google Data Studio|google data studio]] via the free connectors.


== LinkedIn ==
To track Linkedin we use [https://suite.socialbakers.com/ socialbakers]. To connect Linkedin to [[Google Data Studio|google data studio]] we are also using the [https://support.socialbakers.com/hc/en-us/articles/360010557279-How-to-Set-Up-Google-Data-Studio-Connector-with-Socialbakers socialbakers connector]. We got the following data tracked:


==Structure Presentation:==
* [https://api.socialbakers.com/#linkedin-metrics Linkedin Metrics]


#Intro:
== Website ==
##KPI Overview Channels (Channel comparison on the base of comparable KPIs, Cost per KPI and Goals)
For website tracking, we are using Google Analytics 3 and 4 or Matomo. Please always [https://support.google.com/analytics/answer/10312255 create and integrate] always a Google Analytics 3  and a Google Analytics 4 property for each app/website.
##Funnel (User Journey Channels)


#Per Channel:
Help:
##KPI Overview Channel (Showing the development of the KPIs over the last 3 periods)
##KPI / Month (Showing the development of the KPI per month over the relevant period and the goal for that particular KPI)
##Audience Demography (Gender, Age, …)


##Channels that generate Traffic for Akquisition (User Journey):
* [https://developers.google.com/analytics/devguides/collection/ga4/basic-tag?technology=gtagjs How to tag for both Universal Analytics and Google Analytics 4 properties]
###KPI Overview
* [https://support.google.com/analytics/answer/1012264?hl=en#zippy=%2Cin-this-article Set up Site Search]
###Budget, KPI & Cost per Overview grouped in ad objectives
####KPI Overview per objective
####Budget, KPI & Cost per overview per objective
####Best/Worst Performer per objective


##Channels for Consideration (User Journey)
== SEO/SEA ==
###Development KPIs per month
For SEO we are using SEMRush.
###Sources of Traffic
###Development Budget & Traffic per month (from akquisition)
###Funnel (Google Goals)
###Most Traffic per segment (blog, products, ...)


##Conclusion per Channel
== Amazon ==
Amazon automatically tracks:


#Summary Overall
* Date
#Conclusion Overall
* Views
#New Goals per KPI and Channel
* Sales
* Units
* Orders
* Sales/Orders
* Units/Orders
* Visitors
* Views/Visitors
* Sales/Visitors
* and many more ...


But since we don't have a connector for Amazon at the moment, we need to write the data into a table. To use the table:


==E-Mail==
* Open the template gallery https://docs.google.com/spreadsheets/u/0/?tgif=d&ftv=1.
<br />
* Scroll down to "Interactive".
* Click "PSL_Data_Amazon".
* Enjoy
 
This table can be used with the free google sheet connector with [[Google Data Studio|google data studio]].
 
== Link ==
To track a link to your website, you need either Google Analytics or Matomo. Than you create a link with all parameter needed for the tracking. Available are:
 
* Website URL, the full website URL (e.g. <code>https://www.example.com</code>).*
* Campaign Source, the referrer: (e.g. <code>google</code>, <code>newsletter</code>).*
* Campaign Medium, marketing medium: (e.g. <code>cpc</code>, <code>banner</code>, <code>email</code>).*
* Campgain Name, product, promo code, or slogan (e.g. <code>spring_sale</code>).*
* Campaign Term, identify the paid keywords.
* Campaign Content, use to differentiate ads.
 
<nowiki>*</nowiki>Those are medatory.
 
To generate the trackable link you can go to [https://ga-dev-tools.appspot.com/campaign-url-builder/ Google Campaign URL Builder] for single URLs or use the table for more than one. To use the table:


#Create creatives
# Open the template gallery https://docs.google.com/spreadsheets/u/0/?tgif=d&ftv=1.
#Create URL with [https://ga-dev-tools.appspot.com/campaign-url-builder/ Google Campaign URL Builder]
# Scroll down to "Interactive".
#Create mail
# Click "PSL_Data_Campaign-URL".
#Send our mail
# Enjoy
#Put the data into the Google Spreadsheet


===When we send out e-mails, like every other channel, we want to track the performance of that e-mail:===
With the campaign-URL you can track single banners, CTAs in mailings, and so on. After you implemented those trackable links, you can see from with source exactly is your website traffic coming from. Which teaser within the e-mail was more convincing, had the most clicks.


*How many recipients were there?
== Banner ==
*How many did received the e-mail?
See how to track a Link above.
*How many did open the e-mail?
*How many hard bounces did we have?
*How many soft bounces did we have?


====This results in a Table with following attributes:====
==E-Mail==
<br />If you want to track your e-mail performance you have to implement trackable links for the CTA within the e-mail content. For that see "Link" above. Most mailing provider only track:


*Date
*Date
*Year
*HOTY
*Month
*Day
*Content Group
*Content Source
*Campaign Medium
*Campaign Name
*Campaign Content
*Subject
*Subject
*Sent
*Sent
*Delivered
*Delivered
*Delivered Rate (calc)
*Failure Rate (calc)
*Bounce (Hard)
*Bounce (Hard)
*Blocked Rate
*Blocked Rate
Line 185: Line 244:
*Bounced Rate
*Bounced Rate
*Openers (Total)
*Openers (Total)
*Total Open Rate (calc)
*Openers (Unique)
*Openers (Unique)
*<nowiki>* Clicked</nowiki>
*Clicked
*Click Rate (calc)
*Unique Clicked
*Unique Clicked
*Unique Click Rate (calc)
*Click-to-Open-Rate (calc)
*Unsubscribed
*Unsubscribed
*Unsubscribed Rate (calc)
*Spam
*Spam (Beschwerden)
*Spam Rate
*Spam Rate
But since we don't have a connector for the mailing provider at the moment, we need to write the data into a table. To use the table:


====There is a Google Sheet Template to use to report:====
* Open the template gallery https://docs.google.com/spreadsheets/u/0/?tgif=d&ftv=1.
* Scroll down to "Interactive".
* Click "PSL_Data_Mailings".
* Enjoy


#Go to [http://Google%20Drive https://drive.google.com/]
This table can be used with the free google sheet connector with [[Google Data Studio|google data studio]].
#Click on the [List-Item] "Shared drives"
#Click on the [Folder] "/-Shared {Client-name}" of the relevant client
#Click on the [Folder] "_DataReports"
#Click on the [CTA] "New"
#Hoover over the [Icon] "Arrow_right" on the [List-Item] "Google Sheets"
#Click on the [List-Item] "From a template"
#Scroll down until the [Anchor-Point] "Interactive"
#Click on the [Template] "PSL_Data_Mailings"
#Rename the template from "PSL_Data_Mailings" to "{Client-name}_Data_Mailings"
Every URL inserted into an e-mail needs to be build with the [http://Google%20Campaign%20URL%20Builder https://ga-dev-tools.appspot.com/campaign-url-builder/]
 
===Who is responsible for what?===
{| class="wikitable"
!Task
!Role
!
!
|-
|URL-Builder
|PM
|
|
|-
|Data maintenance
|PM
|
|
|}


===What mailing tools are we using?===
===What mailing tools are we using?===
Line 242: Line 271:
|Hybris||Depends on client
|Hybris||Depends on client
|}
|}
===Clients we report on===
* [[John Frieda]]
* [[Guhl Ikebana GmbH - Guhl (GUHL)|Guhl]]
* [[Japan Tobacco International Germany GmbH (JTI) GTM, GA, Kampagnen Tracking|JTI]]

Latest revision as of 12:22, 20 July 2021

Influencer

[edit]

All influencer have to report regularly how their posting have performed. For that they have to send a screenshot of the post with the data. We are tracking:

  • Date
  • Campaign Source
  • Topic
  • Product-line
  • Ambassador
  • Followers/Fans at post_Date
  • Channel
  • Place
  • Paid
  • Non Paid
  • Instagram Feed
  • Instagram Story
  • Other
  • Costs
  • Impressions / Page Views
  • Reach / Page Visits
  • Likes
  • Comments
  • Saves
  • Clicks (Link)
  • Video-Views
  • Shares
  • Replies
  • Tap forward
  • Tap back
  • Skip
  • Exit
  • Sticker Taps to profile
  • Link Material

Engagement Rate

  • Avg. audience reach ratio

But since we don't have a connector for influencer data at the moment, we need to write the data into a table. To use the table:

This table can be used with the free google sheet connector with google data studio.

Pintrest

[edit]

Pintrest automatically tracks. and safes the data. Those data can be connected to google data studio via supermetrics connectors or the socialbakers connector.

Socialbakers:

Supermetrics:

To define which connector works best for your client, you have to see, which one fits the individual requirements best.

Objectives

[edit]

https://help.pinterest.com/en/business/article/campaign-objectives

Instagram

[edit]

Instagram automatically tracks and safes the data. Those data can be connected to google data studio via supermetrics connectors or the socialbakers connector.

Socialbakers:

Supermetrics:

Instagram Stories

[edit]

Since the instagram story data is only available for 24h via the connectors, we need to write the data into a table. To use the table:

This table can be used with the free google sheet connector with google data studio.

Facebook

[edit]

Facebook automatically tracks and safes the data. Those data can be connected to google data studio via supermetrics connectors or the socialbakers connector.

Socialbakers:

Supermetrics:

Facebook Ad Manager

[edit]

Facebook automatically tracks and safes the data. Those data can be connected to google data studio via supermetrics connectors or the socialbakers connector.

Socialbakers:

Supermetrics:

Objectives

[edit]

Awareness

[edit]

Objectives that generate interest in your product or service. Increasing brand awareness is about telling people what makes your business valuable. For example, Jasper's Market is going to launch a small regional chain of grocery stores. Using the Brand Awareness objective they can create a campaign that highlights their fresh, organic produce to people in the local area.

Objective Your business goal is to:
Brand Awareness Increase people's awareness of your business, brand or service.
Reach Show your ad to as many people as possible in your target audience.

‌

Consideration

[edit]

Objectives that get people to think about your business and seek more information. For example, Jasper's Market has a website that tells their story and lists some of their store's unique offerings. Using the Traffic objective they can create a campaign that encourages people to visit their site to learn more.

Objective Your business goal is to:
Traffic Send people from Facebook to any URL you choose, such as your website's landing page, a blog post, app etc.
Engagement Reach people more likely to engage with your post. Engagement includes likes, comments and shares but can also include offers claimed from your page.
App Installs Send people to the store where they can download your business's app.
Video Views Share videos of your business with people on Facebook most likely to watch it.
Lead Generation Collect leads for your business. Create ads that collect info from people interested in your product, such as sign-ups for newsletters.
Messages Connect with people on Messenger, Instagram Direct, and WhatsApp. Communicate with potential or existing customers to encourage interest in your business.

‌

Conversions

[edit]

Objectives that encourage people interested in your business to buy or use your product or service. For example, Jasper's Market has opened a few new locations. Using the Store Traffic objective they can create a campaign to encourage potential customers to stop by their nearest store.

Objective Your business goal is to:
Conversions Encourage people to take a specific action on your business's site, such as having them to add items to a cart, download your app, register for your site, or make a purchase.
Catalog Sales Show products from your ecommerce store's catalog to generate sales.
Store Traffic Promote your brick-and-mortar business locations to people that are nearby.

Help:

YouTube

[edit]

YouTube automatically tracks and safes the data. Those data can be connected to google data studio via the free connectors.

LinkedIn

[edit]

To track Linkedin we use socialbakers. To connect Linkedin to google data studio we are also using the socialbakers connector. We got the following data tracked:

Website

[edit]

For website tracking, we are using Google Analytics 3 and 4 or Matomo. Please always create and integrate always a Google Analytics 3 and a Google Analytics 4 property for each app/website.

Help:

SEO/SEA

[edit]

For SEO we are using SEMRush.

Amazon

[edit]

Amazon automatically tracks:

  • Date
  • Views
  • Sales
  • Units
  • Orders
  • Sales/Orders
  • Units/Orders
  • Visitors
  • Views/Visitors
  • Sales/Visitors
  • and many more ...

But since we don't have a connector for Amazon at the moment, we need to write the data into a table. To use the table:

This table can be used with the free google sheet connector with google data studio.

[edit]

To track a link to your website, you need either Google Analytics or Matomo. Than you create a link with all parameter needed for the tracking. Available are:

  • Website URL, the full website URL (e.g. https://www.example.com).*
  • Campaign Source, the referrer: (e.g. google, newsletter).*
  • Campaign Medium, marketing medium: (e.g. cpc, banner, email).*
  • Campgain Name, product, promo code, or slogan (e.g. spring_sale).*
  • Campaign Term, identify the paid keywords.
  • Campaign Content, use to differentiate ads.

*Those are medatory.

To generate the trackable link you can go to Google Campaign URL Builder for single URLs or use the table for more than one. To use the table:

  1. Open the template gallery https://docs.google.com/spreadsheets/u/0/?tgif=d&ftv=1.
  2. Scroll down to "Interactive".
  3. Click "PSL_Data_Campaign-URL".
  4. Enjoy

With the campaign-URL you can track single banners, CTAs in mailings, and so on. After you implemented those trackable links, you can see from with source exactly is your website traffic coming from. Which teaser within the e-mail was more convincing, had the most clicks.

[edit]

See how to track a Link above.

E-Mail

[edit]


If you want to track your e-mail performance you have to implement trackable links for the CTA within the e-mail content. For that see "Link" above. Most mailing provider only track:

  • Date
  • Subject
  • Sent
  • Delivered
  • Bounce (Hard)
  • Blocked Rate
  • Bounce (Soft)
  • Bounced Rate
  • Openers (Total)
  • Openers (Unique)
  • Clicked
  • Unique Clicked
  • Unsubscribed
  • Spam
  • Spam Rate

But since we don't have a connector for the mailing provider at the moment, we need to write the data into a table. To use the table:

This table can be used with the free google sheet connector with google data studio.

What mailing tools are we using?

[edit]
Name Link
sendinblue https://app.sendinblue.com/account/login
Mailjet https://app.mailjet.com/
Hybris Depends on client
Retrieved from "https://wiki.psl.dev/index.php?title=Tracking&oldid=28809"