Techblog
Track Your Digital Campaigns to Maximise Results
When you create a digital campaign, you will always have some goals you'd want to achieve. These goals could be a sale, a call to your business or signing up for a newsletter. Keeping track of your web visitor's journey using tracking pixels allow you to see if your campaign journey is working and leading to conversions.
Think of tracking pixels like private investigators following your potential customers. Many sites, especially e-commerce ones, embed tracking pixels on their websites and ads in conjunction with Google Analytics and Facebook for tracking conversion goals.
Once implemented it is possible to track how many people have visited a website or landing page and which ads drove them there. Tracking the conversion goals basically means: did customers take the path you wanted them to take and complete the action you wanted them to? If not where did they drop out?
Why is this important?
As they say, information is power. With tracking pixels, you can study the behaviour of your customers by tracking their actions, and optimising your campaign accordingly. For example, if you were running a campaign using both Google AdWords and Facebook, you would be able to track which of these ads was leading to more conversions on your website.
Both platforms will give you a code to add to the page you want to track. Once someone has clicked on your ad and land on your website, the pixel will monitor their actions on your website. If AdWords is converting at half the cost of Facebook you can, mid campaign, redirect your marketing spend to focus on Facebook advertising.
Key metrics to keep track of
With the right tools, you can track almost anything and everything. If you are running your first campaign, here are the top three metrics you need to pay attention to.
1. Click-through rate
The first metric you can use to ascertain whether your ad is working is the click-through rate (CTR), calculated by the number of times your ad is clicked divided by the number of impressions (views) your ad received. The average CTR differs from industry to industry, as can be seen in this 2016 report. You can also use your very first campaign as a benchmark for future campaigns.