Don’t Get Too Excited
So you’ve started an online campaign. Now what?
If you’re expecting the leads to come in as soon as you place your ad, don’t get too excited. Advertising online can sometimes be a process of trial and error. Creating an image that appeals to potential customers and placing it in the right place to lead them to your landing page is a game of sorts. You have to figure out where your leads are coming from, what ads they see and who actually converts as a lead. There are so many factors involved in online advertising and how it works for your business. Let’s dig deeper.
In order to accurately determine the return of your online ad, you must track it. Tracking URLs are essential for calculating the number of visits, leads and actual converted customers. A tracking URL is just a normal page URL from your website with a “tracking token” at the end. A tracking token is the string of words/symbols you sometimes see at the end of a webpage address (for example /?utm_campaign&utm_source=email). Now that you know what a tracking URL is, let’s find out how to use them.
How to Use a Tracking URL:
1. Landing Page-After creating a landing page with an offer (free eBook, consultation, checklist, etc.), you should create a tracking URL. If you aren’t a HubSpot customer, you can use Google’s free URL builder. Both URL builders use the same tracking URL method, meaning you can use them both from their “host” builders (HubSpot in Google Analytics and Google with HubSpot Analytics).
2. Create your Tracking URL-When creating a tracking URL, include an event name to help keep track of your marketing initiatives. A Campaign Name should also be included to specify the analytics you are tracking. In order to know where to allocate the traffic you generate, create a Source.
3. Use the Tracking URL in your campaign-Okay, now it’s time to use your tracking URL. If you are running an email marketing campaign, use the tracking URL in your links, behind your calls to action. If you are running a PPC campaign, you should use the tracking URL in the “Destination URL.
4. Check the Analytics-Phew! Now that the hard part is over, you can easily check your analytics using the analytics platform that you used to create your URL. Depending on the specific platform, the tracking URL can track visitor, lead and customer conversions.
Again, advertising online can take some patience. Tracking the progress of your ad as well as the results each ad produces will help you to better prepare for future online advertising ventures. For more information on how to launch and track an online campaign, download our FREE toolkit by clicking HERE or on the image below.