登录查看更多内容

How do you track and attribute your ad campaigns across different channels and platforms?

由人工智能和领英社区提供技术支持

If you run ad campaigns across different channels and platforms, you need to track and attribute them correctly. Otherwise, you won't know which ads are driving the most conversions, revenue, and return on ad spend (ROAS). Tracking and attribution can help you optimize your ad budget, improve your customer journey, and measure your marketing performance. In this article, we'll show you how to track and attribute your ad campaigns across different channels and platforms using Google Analytics and other tools.

此文章中的业界达人

由社区从 3 条内容中精选。了解更多

1 Set up tracking codes

The first step to track and attribute your ad campaigns is to set up tracking codes for each ad source and medium. Tracking codes are snippets of code that you add to your ad URLs to identify where your traffic is coming from. For example, if you run a Facebook ad, you can add a tracking code like ?utm_source=facebook&utm_medium=cpc to your landing page URL. This way, you can see in Google Analytics how many clicks, sessions, and conversions your Facebook ad generated. You can use Google's Campaign URL Builder to create tracking codes for your ads.

添加您的观点

Kye Duncan

I help firms acquire new clients through online lead generation
举报内容
Make sure you use consistent naming conventions across all traffic sources. For instance if you're running a "Summer Sale" campaign on both Google and Facebook, make sure you use "utm_campaign=summer_sale" on both channels. Also, avoid special characters that could break tracking such as spaces, question marks, pound signs, percent signs or other symbols.

已翻译

赞

2 Enable auto-tagging

The second step to track and attribute your ad campaigns is to enable auto-tagging for your Google Ads account. Auto-tagging is a feature that automatically adds a unique parameter called gclid to your ad URLs when someone clicks on your Google Ads. This parameter allows Google Analytics to capture detailed information about your Google Ads campaigns, such as keywords, ad groups, and cost. To enable auto-tagging, go to your Google Ads account settings and check the box for auto-tagging under the account-level tracking section.

添加您的观点

3 Link your accounts

The third step to track and attribute your ad campaigns is to link your Google Analytics account with your Google Ads account and other ad platforms that you use. Linking your accounts allows you to import and export data between them, such as goals, conversions, audiences, and remarketing lists. This way, you can see how your ad campaigns perform across different platforms and optimize them accordingly. To link your Google Analytics account with your Google Ads account, go to your Google Analytics admin page and click on Google Ads linking under the product linking section. Then, follow the steps to select and link your Google Ads account.

添加您的观点

4 Choose an attribution model

The fourth step to track and attribute your ad campaigns is to choose an attribution model that suits your business goals and marketing strategy. An attribution model is a rule or a method that assigns credit or value to your ad channels and touchpoints based on their role in the customer journey. For example, the last-click attribution model gives 100% credit to the last channel or touchpoint that drove the conversion, while the first-click attribution model gives 100% credit to the first channel or touchpoint that initiated the customer journey. There are also other attribution models that distribute credit more evenly or based on certain factors, such as time decay, position-based, or data-driven. You can choose an attribution model in Google Analytics under the conversions section.

添加您的观点

5 Analyze your reports

The fifth step to track and attribute your ad campaigns is to analyze your reports and insights in Google Analytics and other tools. You can use various reports and metrics to measure and compare your ad performance across different channels and platforms, such as the acquisition, behavior, and conversion reports. You can also use the attribution reports to see how your attribution model affects your ad value and ROAS. Additionally, you can use other tools, such as Google Data Studio, Google Optimize, or Google Tag Manager, to create dashboards, run experiments, or manage tags for your ad campaigns.

添加您的观点

6 Test and optimize

The sixth and final step to track and attribute your ad campaigns is to test and optimize them based on your data and insights. You can use A/B testing, multivariate testing, or split testing to experiment with different ad elements, such as headlines, images, copy, or landing pages. You can also use optimization tools, such as Google Ads Smart Bidding, Google Ads Recommendations, or Google Analytics Intelligence, to automate or enhance your bidding, targeting, or budgeting strategies. By testing and optimizing your ad campaigns, you can improve your ad relevance, quality, and efficiency.

添加您的观点

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

添加您的观点

Ryan Jones

Vice President, Client Success at Wiland
举报内容
The customer journey always involves multiple touchpoints before a conversion occurs. So instead of assigning 100% credit to the final touchpoint, fractional allocation assigns credit in "fractions" to each channel a customer interacted with on their way to conversion. A weighted approach based on perceived importance or channel expense is a great way to give more credit to the most impactful touchpoints (Direct Mail) as well as the final touchpoint (conversion), with less weight to interactions in between. Fractional allocation acknowledges that different channels play different roles. This approach can be less precise than other attribution models, but used it in conjunction with other models it should provide a more complete picture.

已翻译

赞
Julia Kinner

Helping Digital Product & Service Businesses to Grow | Strategy & Execution | Marketing Consultant | Fractional CMO | Interim Management | Available for Projects ?
举报内容
Calculating Acquisition Cost per channel accurately is challenging. A user interacts with many touchpoints (TP) before purchasing, requiring you to estimate each channel's influence. This involves a lot of "guesswork," especially within a complex marketing mix. Your attribution is only as reliable as your underlying assumptions. Common mistakes include: - Overlooking time lags of marketing - Overvaluing digital channels - Not looking at channel incrmentality - Ignoring offline channels One solution is conducting "channel tests" by toggling channels on and off to gain a clearer picture of incrementality. Or asking customers how they discovered your brand, though this rarely reliable. Remember, attribution is always a proxy.

已翻译

赞

Customer Acquisition

+ 关注

给文章评分

我们借助人工智能创建了此文章。您认为这篇文章怎么样？

很棒不太好

举报此文章

查看全部

How do you track and attribute your ad campaigns across different channels and platforms?

1

2

3

4

5

6

7

1 Set up tracking codes

2 Enable auto-tagging

3 Link your accounts

4 Choose an attribution model

5 Analyze your reports

6 Test and optimize

7 Here’s what else to consider

Customer Acquisition

给文章评分

感谢您的反馈

更多Customer Acquisition相关文章

更多相关阅读内容