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How to Track Success

In the final training session in the WeOW training program, Googlers helped participants understand the various methods for tracking the success of their online business campaigns.

Terms to remember:

  • CTR: Click Through Rate (refers to the click-through rate of an online advert which is defined as the number of clicks on an ad divided by the number of times the ad is shown)
  • CPM: Cost Per Mile (refers to the cost of the advert per thousand impressions)
  • RPM: Revenue Per Mile (refers to revenue per thousand impressions
  • AFC: Adsense for content (a way for website publishers and businesses to earn money by displaying Google ads on their website’s content pages)
  • Visitor  – unique visitor – absolute unique visitor (depends on how long they leave it before returning to your site, also unique visitors per page)
  • Browser  – the visitor’s browser is identified by the cookies (not the IP address)
  • Visit – a session – a period of interaction between browser and website (the visit ends when they close the browser or remain inactive for 30 minutes)
  • Pageview – counted every time someone visits your page
  • Unique pageview – counted only once per visit
  • New vs returning visitor – repeat visitor until cookies refresh
  • Bounce rate – when a visitor only views one page and then leaves your site (not always a bad thing if the site they visited was a landing page for example)

Google Adsense

  • 85% of media buyers use audience targeting today
  • 58% of media buyers say better targeting would increase spending
  • 79% of publishers believe direct sales will be their leading channel for growth
  • 44% believe audience targeting will be a leading driver

Sources: eMarketer, Forrester Research / Google

Why choose Google for advertising?

  1. Complementary to your business and your content
  2. Control the ads to protect your brand
  3. Customisable design
  4.  Comprehensive base of high quality advertisers, close to 100% fill rates

Google Analytics

Uses for Google Analytics:

  • Page use
  • Website performance
  • Marketing and media
  • Mobile sites and apps
  • Social networks and buzz
  • Business Intelligence (BI)

By using Google Analytics businesses can measure sales and conversions as well as having fresh insights into how visitors use and access your website. By using this information you can learn more about your visitors and understand their behavior.

Content Analysis

A feature within Google Analytics enables users to access reports showing information about the behavior of their website visitors, including:

  • Content reports – showing which pages are popular and how visitors are using the pages
  • In-page analytics – showing where on the page people are clicking allowing you test whether the design of your website is optimized for the visitors
  • Site search – this also shows what people are searching for on Google from within your own website (if people cannot find what they are looking for on your website they will search elsewhere)
  • Site speed – this is an important factor for mobile usage as visitors will not always stay on the site if the speed is slow
  • Content experiments – allows you to test the success of various content on your site

Mobile reporting:

Becoming ever more important, business owners can gain data about the mobile usage of their website, including:

  • Which device they are using to access your site
  • Where your visitors are located in the world
  • The performance of the application (speed)

Conversions:

The aim of many online businesses is not only to inform or educate but also to ‘convert’ the visitor into buying a product or service. The conversion tools available in Google Analytics provide:

  • Visitor behavior data including the path a visitor takes on your website
  • E-commerce reporting for products, assigning dollar values
  • Multi-channel funnels showing how many routes the visitor takes before they buy
  • Attribution modeling which provides the ability to add weight to the importance of various elements of your site

Social reports:

Social reports include:

  • Social & conversions – i.e. Facebook promotions and videos and their success
  • Social & engagement – where and how are your visitors engaging with you?
  • Social & sharing – do you have the capability for visitors to share your content and, if so, are they doing this?
  • Social & listening – an upcoming feature!

Web-based reports

  • Real time – allows you to see who is on the website right now!
  • Custom reports – according to your requirements
  • Custom variables – segments, dashboards for different departments
  • Visualization – charts and graphs show the campaign’s success
  • Sharing – allows you to see what type of content is being shared by your visitors

Things to consider when tracking your success:

  • How many visitors are you aiming for?
  • What do you want the visitors to do on your site?
  • Which pages do you want them to stay on the longest for?
  • What action do you want them to take on each page and your website?

Measure. Analyse. Improve.

This final session concluded the 2012 pilot Women Entrepreneurs on the Web training program and plans are already underway for an even bigger, even better program in 2013. Contact us for more information!

The Athena Network, Singapore

Asia-Pacific’s Leading Business Community for Female Executives and Entrepreneurs Focusing exclusively on female executives and entrepreneurs, The Athena Network provides a platform for members to share knowledge and experience across a diverse range of industry sectors, and to collaborate for mutual success.

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