Overview of the situation we normally encounter.
Everyone who advocates strategic investment in Digital Marketing, whether with SEO, Paid Media or both, talks about the ease and the amount of data we can obtain to correctly evaluate the results and effectiveness of the strategy. However, in practice, on a daily basis, what we observe in reality is that companies do not pay enough attention to the correct setup of the tracking tools that record the data that we should analyze.
On Gigantic Digital Growth We encounter this on a daily basis both among small and medium-sized enterprises and, more surprisingly, in large companies.
From an installation of Google Analytics poorly done, allowing less than 1 third of the site's actual traffic to be logged on a client with average monthly traffic of over 120k, until the Facebook Pixel recording duplicate conversions or even recording events at the wrong times, causing Facebook/Instagram to misunderstand which campaigns are working best and which are not, thus messing up the algorithm and undermining the strategy as a whole.
There are worse cases, of course. A very common example is not having the Facebook Pixel installed. In a specific case we analyzed, an e-Commerce, the client had no regularity in his Facebook/Instagram posts, even going weeks without any post, and also did not have the Pixel installed, but in the end we found that the 4th largest source of traffic, and sales too, came from there. And attention that in this case we are talking only about the organic, because the client was not doing Paid Media on Facebook/Instagram. We clearly saw that a great opportunity for successful Facebook Ads campaigns was there. That is if we had Facebook Pixel installed from the beginning.
The fault UTM in Paid Media campaigns, especially if they are in channels that are not from the Google Ads Platform. The correct UTM allows us to identify, for example, which campaign is bringing more traffic and results to your site.
Imagine you have a campaign running on Facebook/Instagram and you're testing 2 different copys and 2 more creatives. We have 4 versions of your ads. If you don't have UTM configured in the URLs of the 4 versions, you can even see in Facebook Business which of the versions has more clicks, but you can't see that Google Analytics actually brought more engagement results on the site and also the best results according to the KPIs you set for your business.
The fault UTM in Email Marketing campaigns. If well configured, I can know which links in the body of the email generated more traffic and also more results. Whether it's an Email Marketing for e-Commerce or a Newsletter from your company. This goes for both B2C and B2B businesses, whether it's products or services you're offering on your website, or even if you want to capture Leads.
Lack of integration of Google Platform tools. Google has several tools to help companies and professionals better understand how the user interacts with their website (Google Analytics), how they find it (Google Analytics and Search Console), possible problems that can hinder performance, with guidance on how they can solve them (Search Console), and also the Paid Media platform (Google Ads) that allows you to make ads to users who are searching on Google, watching videos on YouTube, or even browsing the Internet to read content of interest.
What not everyone knows is that it is very important to integrate/connect all these tools, so that they exchange information with each other and allow to have integrated data, better insights and a more complete vision, which is extremely important for decision making.
The importance of data (tracking) for Business Intelligence
Our value proposition in a presentation meeting for a prospective client, at its base, is a great effort to Business Intelligence that we do from our side, using the best possible tools, to have a scenario as close to the real of the company/brand in Digital, because although we use market data, expertise with other clients in the same niche or similar niche, and all the know how of our team, only the real data of the possible client will help us develop a good strategy from the beginning, and this includes the presentation of the proposal, and also helps in the management of expectations among all stakeholders.
In Gigantic's short life span (approximately 10 months in April 2021), there hasn't been a client, or even prospect, that we haven't identified some tracking setup issue.
And after all, what can the correct Tracking setup add value to our Digital Marketing strategy? Let's go to what I consider the Top 5:
Important tracking tools to take into account to have on your site:
- Source/Medium ? allows you to understand in Google Analytics which are the main traffic sources (organic, cpc, display, social, referrals, email, campaigns etc.) to your website and all the main metrics related to it, including: Users, Bounce Rate, Pages/Session, Avg. Session Duration and Conversions.
- Micro-conversions ? when done well, it allows to register, both in Google Analytics and Facebook Pixel, how the user is interacting with your website on his way to an effective conversion, whether it is a sale or even a new lead: who accessed a specific product category, added product to basket and started checkout in the case of e-Commerce. How much time on average the user spends reading specific content of your site, most viewed pages or pages that bring more organic traffic (and through which keywords) in case you are looking for more leads. All this data allows us to trace the correct remarketing strategy thinking about the sales funnel in a comprehensive way.
- Micro-conversions/Conversions by City, Sex, Age Group ? with this we can understand if we are communicating effectively to the target/persona that we imagine to be the ideal for our company/brand.
- Campaigns ? CPC (cost per click), CTR (click-through rate in relation to the number of impressions), Impressions (how many times the ad was displayed), CPM (cost per thousand ad impressions), ROAS (return on investment in ads), Conversions (sales, leads) ? attention, these metrics should never be analyzed separately, as it can give a wrong perception of the campaigns' results.
- Email Marketing ? what is the open rate of emails (in relation to the amount of emails sent), clicks, requests to stop receiving content via email.
Important tracking tools to take into account to have on your site:
- Google Analytics ? allows you to have lots of information about everything that happens when your user is on your site, where they came from and what was the last page they saw before they left.
- Facebook Pixel ? Allows you to inform Facebook how the user of your site is browsing it, and then link this information with user data across the Facebook platform (Facebook and Instagram), and thus allow you to create remarketing campaigns or even create greater engagement with users that most interest your goals, according to the data captured by Pixel.
- Google Search Console ? Detailed analysis of organic traffic to the site, plus possible technical issues identified by Google that may be hurting your organic results.
- HotJar ? tool that, among other features, allows you to have heatmaps of your website pages, how users scroll on Desktop, Mobile and Tablets, clicks and even record the user session. This will bring immense insights of friction points on your site that is hindering your conversion, whether they are sales of products, services or leads.
Attention, this is the basics, it is the tip of the iceberg of tracking. To reach the apex, which would be what made it popular to talk about Data Driven Marketing, however, you need to start from the basics well done so that you can then create a culture in the company of collecting and analyzing data for decision making, and this yes, is the most difficult part, changing the culture of the company, however, without data this is all much more complicated. Feeling is and remains important, but having the feeling very well aligned with real data is even more important. It is the classic case in which the sum of two data sources (feeling and tracking) results in the multiplication of results.