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SearchLeeds 2018 - Jill Quick - The Coloring In Department - Track campaigns like a bloodhound: How to make your marketing work harder

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Tracking your campaigns is not a nice to have, it is critical, you need to know what is working and what is sucking. But what if Jill was to tell you that you may be doing your tracking all wrong? Would you feel nervous? A pang of panic? Have you made the right decisions? Did you back the wrong horse?

Jill's SearchLeeds talk showed us how it all works, common mistakes and how to spot them, how to map out your channel planning in a repeatable process so you never have an issue with your campaign tracking. No more mistakes, no more backing the wrong marketing channel horse!

Published in: Marketing
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SearchLeeds 2018 - Jill Quick - The Coloring In Department - Track campaigns like a bloodhound: How to make your marketing work harder

  1. 1. @jillquick© THE COLORING IN DEPARTMENT 2018 Jill Quick @jillquick Tracking Campaigns Like a Bloodhound! Making Your Marketing Work Harder © THE COLORING IN DEPARTMENT 2018
  2. 2. @jillquick© THE COLORING IN DEPARTMENT 2018 @jillquick© THE COLORING IN DEPARTMENT 2018 WHO IS JILL QUICK @jillquick linkedin.com/in/jillquick01 jill@thecoloringindepartment.com thecoloringindepartment.com
  3. 3. @jillquick© THE COLORING IN DEPARTMENT 2018 Just to Make 
 One Thing CLEAR
  4. 4. @jillquick© THE COLORING IN DEPARTMENT 2018 Remember… “WITHOUT DATA, YOU’RE JUST ANOTHER PERSON WITH AN OPINION” -W.Edwards Deming Data Scientist
  5. 5. @jillquick© THE COLORING IN DEPARTMENT 2018 TrackingTracking…
  6. 6. @jillquick© THE COLORING IN DEPARTMENT 2018 Acquisition AKA how people find you
  7. 7. @jillquick© THE COLORING IN DEPARTMENT 2018 Core Reporting API…….It’s A Nightclub Bouncer EMAIL SOCIAL ORGANIC
  8. 8. @jillquick© THE COLORING IN DEPARTMENT 2018 What Are Campaign Tags? Campaign tags are additional information that you apply to links. Once a link is clicked, the tag information is passed to Google Analytics.
  9. 9. @jillquick© THE COLORING IN DEPARTMENT 2018 Tagging Best Practice thecoloringindepartment.com#utm_source=onboardinganalytics& utm_medium=email&utm_campaign=AUG-18- cohort&utm_term=&utm_content=CTA Medium This is your large broad buckets 
 for your marketing 
 channels Campaign name What is the name of the campaign Source This tells you where the link lives URL The URL you want the visitor to go to Content More info to help you slice and dice your data, eg banner, mpu, text links etc.
  10. 10. @jillquick© THE COLORING IN DEPARTMENT 2018 Tracking Triangle Let’s break it down, because let’s face it, it gets kinda confusing. URL - The Where I am going to New York NewYork.com Campaign Name - The Why Because I have an off peak, frequent traveller discount Medium - The How I am getting an Amtrak express train More detail, specific breakdowns of the channel Source - The What From Boston in coach B, seat 22 Where does the link live within the medium (and therefore channel) Use to tie together marketing campaigns that sit across multiple sources and mediums. The destination that we are sending traffic to FYI! Google Analytics likes to report Source, the medium rather than the logical order. I know right! FYI! Google Analytics likes to report Source, then Medium - rather than the logical order. I know right!
  11. 11. @jillquick© THE COLORING IN DEPARTMENT 2018 Tracking Triangle Example Email COMPANY .COM NEWSLETTER -DATABASE EMAIL BLACK FRIDAY>NEW YORK>2018 Paid Search COMPANY .COM GOOGLE OR BING CPC OR PPC OR PAID SEARCH NY>BRAND>BFSALE-18
  12. 12. @jillquick© THE COLORING IN DEPARTMENT 2018 Got any UTM ID luv’? What Happens If You 
 Don’t Tag
  13. 13. @jillquick© THE COLORING IN DEPARTMENT 2018 If You Don’t Tag Your Email No UTM, so I’m going to put you in…
  14. 14. @jillquick© THE COLORING IN DEPARTMENT 2018 If You Don’t Tag Your Social 
 Media (Paid/Organic) No UTM, so I’m going to put you in…
  15. 15. @jillquick© THE COLORING IN DEPARTMENT 2018 HTTP- 
HTTPS PDF DOCS STAFF SIGNATURES Other Culprits
  16. 16. @jillquick© THE COLORING IN DEPARTMENT 2018 How To Spot ? 1 2 3
  17. 17. @jillquick© THE COLORING IN DEPARTMENT 2018 System Defined Default Channel Grouping Channels Medium System Defined Tick Box Defined by Google's Default Channel Grouping. Case Sensitive, exactly match these or your the wrong pot Organic Search organic Medium exactly matches organic Social referral Social Source Referral exactly matches Yes Social social Medium matches regex ^(social|social- network|social-media|sm|social network|social media)$ Email email Medium exactly matches email Referral referral Medium exactly matches referral Direct (none) (not set) Source exactly matches direct AND Medium exactly matches (not set) OR Medium exactly matches (none) Paid Search cpc Medium matches regex ^(cpc|ppc|paidsearch)$ AND Ad Distribution Network does not exactly match Content Display display Medium matches regex ^(display|cpm|banner)$ OR Ad Distribution Network exactly matches Content Other (other) Medium matches regex ^(cpv|cpa|cpp|content- text)$
  18. 18. @jillquick© THE COLORING IN DEPARTMENT 2018 WHAT?!…there are no groupings for paid social… …or retargeting…my reporting is ruined!
  19. 19. @jillquick© THE COLORING IN DEPARTMENT 2018 Tinker with your settings… Don’t worry
  20. 20. @jillquick© THE COLORING IN DEPARTMENT 2018 Here’s What You Need To Do
  21. 21. @jillquick© THE COLORING IN DEPARTMENT 2018 Here’s What You Need To Do
  22. 22. @jillquick© THE COLORING IN DEPARTMENT 2018 Specific at the top, generic at bottom Here’s What You Need To Do
  23. 23. @jillquick© THE COLORING IN DEPARTMENT 2018 Agree On Your Source Names 
 (Don’t Fragment The Data!) If only we got our shit together
  24. 24. @jillquick© THE COLORING IN DEPARTMENT 2018 Keep A Record •Keep a log of your tracked links (you will forget whatcha did otherwise) 
 • Get everyone in the company up to speed on why you are doing it (aka we don’t want to trash 
 our data!) •Bake it into an SLA with agencies •Link it to the core competencies of staff
  25. 25. @jillquick© THE COLORING IN DEPARTMENT 2018 Attribution Acquisition> Channels runs on 1/7 attribution models. 100 % of the credit goes to last non direct channel. WALK WITH ME A typical customer journey DirectInstagram Post Medium:Social Retargeting Display Ad Visited Website Newsletter Source: Instagram (typed url into browser) Visited Website Visited Website Medium: Display Medium: Email Source: Name of website with display advert Source: Newsletter- database
  26. 26. @jillquick© THE COLORING IN DEPARTMENT 2018 Multi-Channel Funnels
  27. 27. @jillquick© THE COLORING IN DEPARTMENT 2018 Multi-Channel Funnels
  28. 28. @jillquick© THE COLORING IN DEPARTMENT 2018 Multi-Channel Funnels Rinse and repeat what you did in the Default Channel Groupings
  29. 29. @jillquick© THE COLORING IN DEPARTMENT 2018 Recap The Process Order & Checklist 1. Agree, and work out, your mediums, sources, and campaign tagging structure 2. Create channel groupings in test view, then when you are happy with it, create in the reporting views 3. Create a Multi-channel Funnel (MCF) grouping so you can see the assisted conversions 4. Agree on naming sources 5. Agree on name structure to your campaign channels 6. Give use cases on how you can use the content options 7. Keep a record e.g spead-sheet Agree, and work out, your mediums, sources, and campaign tagging structure Create channel groupings in test view, then when you are happy with it, create in the reporting views Create a Multi-channel Funnel (MCF) grouping so you can see the assisted conversions Agree on naming sources Agree on name structure to your campaign channels Give use cases on how you can use the content options Keep a record e.g spead-sheet The Process Order & Checklist
  30. 30. @jillquick© THE COLORING IN DEPARTMENT 2018
  31. 31. @jillquick© THE COLORING IN DEPARTMENT 2018 Want a load of templates to do this? YEAH YA DO! Go here: http://bit.ly/jill-search-leeds

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