More often than not we develop a conversion based campaign that aims to convert clicks into purchases, sign-ups, leads, registrations and/or views of a key page. Once the campaign has traction and the conversions are rolling in we tend to sit back and enjoy the view (# of conversions). From a Paid Search platform perspective once that user has “converted” we lose all scope of where they venture to next; potentially completing more than one valued task however still recording as a single conversion. Enter Analytics platform.
The saying goes; Paid Search gets you to the site, Analytics will get you through the site.
I feel the two platforms should come hand in hand; anytime a conversion code is generated an Analytics tracking code should be formed with it. Not only will you be able to see where the visitor fall offs are, but it can provide you with potential opportunities that you (or the client) may have over looked or weren’t aware of. A simple act of coding your landing pages/website gives you the ability to shift strategy & create an even more effective campaign based solely on where we see the users are going.
For any campaign that revolves around a retail based strategy it is critical to implement the back-end analytics. As we all know even in a non-virtual retail store we rarely walk out with only one item and the same can be said for online. Using Analytics e-commerce tracking allows you to set a $ value for every transaction set within the site. Not only can you set a value but for product and services you can track down the SKU with the exact item value for retail and total shopping cart value – a direct reflection of revenue generated through PPC (or SEO) for that client.
Take Google for instance. The advantage to using the two platforms interchangeably by linking the accounts is that AdWords campaigns, ad groups, keywords, ads etc. can all be accessed within the Google Analytics platform. The values ($) associated with the set actions can be traced back to certain ad groups/keywords and in turn their respective landing pages. Performing ad groups can be analysed and insight can be carried over and applied to lesser performing groups. The Analytics platform is also a great tool for A/B ad testing allowing us to see which webpage provides more transaction and in turn more revenue.
Using an analytics platform can be an effective tool to measure a true ROI for the client. A great campaign by the numbers can only benefit you as an agency and should lead to prolonged business relationships. A bad campaign, well…you can hope for the best.