Tracking
Interactive
Costumer Journey
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.
| Awareness | Consideration | Purchase | Service |
|---|
To define to which step in the journey the action belongs
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:
Channels:
| Touch point | Time | Awareness | Consideration | Purchase | Service |
|---|---|---|---|---|---|
| Search | 8 h | X | |||
| Influencer | 8 h | X | |||
| 4 h | X | ||||
| 8 h | X | X | |||
| 8 h | X | X | |||
| Adsmanager | 24 h | X | X | ||
| YouTube | 4 h | X | X | ||
| Google Ads | 4 h | X | X | ||
| Website | 8 h | X | |||
| Webshop | 8 h | X | X | ||
| Amazon | 4 h | X | X | ||
| Mailings | 4 h | X |
Search
Influencer
Facebook Ad Manager
YouTube
Website
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:
- Open the template gallery https://docs.google.com/spreadsheets/u/0/?tgif=d&ftv=1.
- Scroll down to "Interactive".
- Click "PSL_Data_Amazon".
- Enjoy
This table can be used with the free google sheet connector with 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.
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:
- Open the template gallery https://docs.google.com/spreadsheets/u/0/?tgif=d&ftv=1.
- Scroll down to "Interactive".
- Click "PSL_Data_Campaign-URL".
- 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.
Banner
See how to track a Link above.
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 (Beschwerden)
- 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:
- Open the template gallery https://docs.google.com/spreadsheets/u/0/?tgif=d&ftv=1.
- Scroll down to "Interactive".
- Click "PSL_Data_Mailings".
- Enjoy
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 |