Adding a goal to website tracking and Facebook advertising management

When designing a website and marketing as a whole, it is a good idea to define common goals. By these goals, I mean the functionalities that will be built on the website and the goals that the marketing measures are expected to contribute to. What does a website want to achieve so that it does not remain a static site?- Facebook advertising management

When planning marketing, especially when utilizing digital channels, it is good to understand how the sales of your own business are done through online channels and how the various stages of sales and the customer can be measured. If there is no e-commerce, marketing measures and website functionality can be measured differently.

The website visitor data provides figures on the number of visitors, demographics, and which pages visitors have visited. To go a step further in measuring performance, we can measure the various functionalities of a website, which may include completing an online form to gather customer info, subscribing to a newsletter, downloading a guide / other content, or submitting a request for quotation.

Some goals and activities may be directly relevant to revenue (such as e-commerce purchases), but I wouldn’t underestimate, for example, measuring newsletter subscriptions: more content can influence a customer’s decision-making. Purchasing may not be as straightforward, and for that, it’s a good idea to identify a variety of smaller milestones that may be relevant to the customer’s buying process and increase the likelihood of a customer relationship emerging.

Adding a goal to Google Analytics

Google Analytics provides comprehensive data, but in many cases the goals and adding them to your tracking have not been completed. Google Analytics is a great tool for analysing the number of visitors to your site, but it is possible to add functionality to your site, such as e-commerce purchases, submitting a request form, sign-ups, or contacting you.

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The video below will guide you through adding a goal to Google Analytics. This setting is not enabled by default when Google Analytics is added to a website, but goals should be added to the tracking itself. The simple goal in this example is a form that, when submitted, opens a thank you page. These goals can be e.g. registering, soliciting, contacting or subscribing to a newsletter. If the website forms do not have a thank you page, it is possible to track through Google Tag Manager or in collaboration with the website author.

Adding Custom Conversion to Facebook Advertising Management

Google Analytics gathers information about marketing results through set goals or events that can be viewed from the perspective of visitor traffic. In order to have a comprehensive view of your marketing performance, it’s a good idea to make sure that you can also track the performance of your paid visibility at the same time. For example, Facebook and Google Analytics show slightly different numbers, so it’s a good idea to add tracking to both Google Analytics as a goal and to manage your advertising as your own goal / conversion. Here’s a video below on how to add conversion tracking to your Facebook advertising management with custom conversions.

There is a Facebook pixel in Facebook’s advertising management that should first be added to the website’s tracking. The pixel tracks site visits by default, but the tracking code can be supplemented with standard functionality or custom conversions. Custom conversions are goals based on, for example, a visit to a specific page, so you don’t need coding skills to add that goal. If more information is needed for tracking, for example in connection with measuring e-commerce, or if there is no thank you page, you should contact an expert such as Grizzly New Marketing in this case.

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Measuring digital marketing and marketing effectiveness

Measuring digital marketing and building the various functionalities of a website are based on the company’s business objectives and measuring them. Targeted digital marketing and measuring results bring perspectives to increase customer understanding and sales promotion, but they are often left behind – technologies and channels are in place, the whole is unclear, goals and monitoring are missing or data is incomplete. Oh yeah. That doesn’t seem to be the case.

With marketing tracking and analytics, we are able to better understand our customers ’behaviour and customize the website for a better customer experience. We are able to create target groups based on customer behaviour and better target them with communication. At its best, marketing is continuous development, not a single measure or campaign.

Measuring digital marketing is fine, but how do I interpret different reports?

Different marketing tools report results in slightly different ways: Attribution modelling gives us a better understanding of the impact of different channels on the marketing goal and the impact of customer acquisition on the business = which channels have led to the conversion on the website. When you add conversion tracking to a single ad management tool, they report results from a single channel perspective, while Google Analytics combines data from many different channels.

Make sure you get enough data on the different marketing measures: In Google Analytics, channel grouping tells you the most common sources of traffic: at its simplest, we can analyse traffic from the perspective of free and paid traffic. When we dive deeper into analytics, we can analyse the effectiveness of the campaign, e.g. in terms of campaign (remarketing, search campaign, newsletter), source of traffic (Google, Facebook, IG), revenue method (e.g. cpc, display, social, email) or content.

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