Jump to content

Tracking: Difference between revisions

From Parasol
← Older editNewer edit →
undoThomas Martin Schwarz (talk | contribs)
97 edits
Tag: visualeditor
No edit summary
Tag: visualeditor
Line 57: Line 57:


To define which connector works best for your client, you have to see, which one fits the individual requirements best.
To define which connector works best for your client, you have to see, which one fits the individual requirements best.
https://help.pinterest.com/en/business/article/campaign-objectives


== Instagram ==
== Instagram ==
Line 99: Line 101:
*[https://supermetrics.com/docs/integration-facebook-insights-fields/ Insights Data Field Reference]
*[https://supermetrics.com/docs/integration-facebook-insights-fields/ Insights Data Field Reference]
*[https://supermetrics.com/docs/integration-facebook-public-fields/ Public Data Field Reference]
*[https://supermetrics.com/docs/integration-facebook-public-fields/ Public Data Field Reference]
=== Objectives ===
==== Awareness ====
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"
|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''' ====
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:
|-
|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''' ====
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.
{| class="wikitable"
|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:
* [https://www.facebook.com/business/help/1438417719786914 Choosing the right advertising objective.]
* [https://www.facebook.com/business/help/1621419411431034?id=1997185213680277 Instagram ad objectives]


== YouTube ==
== YouTube ==

Revision as of 12:17, 20 July 2021

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:

  • 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

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.

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 via supermetrics connectors or the socialbakers connector.

Socialbakers:

Supermetrics:

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:

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

Facebook

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

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

Awareness

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

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

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

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

LinkedIn

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

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.

SEO/SEA

For SEO we are using SEMRush.

Amazon

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.

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.

See how to track a Link above.

E-Mail


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?

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=28807"