The most important part of any marketing campaign is success. Before budget, audience or message, a campaign must have a clear goal and a means to achieve and measure that goal. Learn how to define the success of a campaign.

1. HOW TO DEFINE THE
SUCCESS OF A CAMPAIGN
T H E M O S T I M P O R T A N T P A R T O F A N Y
M A R K E T I N G C A M P A I G N I S S U C C E S S

2. HOW TO DEFINE SUCCESS
FOR A CAMPAIGN
How you define success depends on your
customers’ buying journey stage. A phone call
or contact form are the most common forms of
campaign goals, but you’re not limited to just
those two. A goal can represent any metric
that is relevant to the stage of the buyer’s
journey.
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3. Awareness
The goal of awareness is to get as many relevant users to see
your campaign message as possible. This is great for
branding or cultivating the early stages of the buying cycle
when people are researching answers to their questions.
IMPRESSIONS
VIEWS
REACH
DOWNLOADS
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Metrics to consider are:

4. Consideration
With consideration, campaign interactions are a focus on
quality over quantity. The target user is further along in the
buying process to the point where they have defined the
answer to their question and are now pursuing a possible
solution. In order to ensure quality traffic, your campaign
message must present viable answers.
CLICKS
BOUNCE RATE
PAGES PER SESSION
AVERAGE SESSION DURATION
VIDEO EVENTS
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Metrics to consider are:

5. Decision
Conversions are the transactional part of the
campaign. The goals are now to get the user to pick
up the phone for fill out a contact form to enter your
sales process.
CONVERSIONS
CONVERSION RATE
COST PER CONVERSION
ROI
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Metrics to consider are:

6. MEASURING THE
RESULTS
To track the success of a campaign, Google
Analytics is one of the best, free tools to use.
With Analytics, it’s possible to setup events
and goals to help you measure success.
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7. EVENTS VS GOALS
There are two ways to define website
interactions in Google Analytics: events and
goals. Both have their advantages and
disadvantages, so it’s important to choose the
right method for the job.
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8. EVENTS
Events are scalable and great for actions that cover a wide range of
possibilities or are short-term pieces to the campaign. Some examples
are: downloading a PDF, watching a video, or clicking on a button.
While you can create an unlimited amount of events, it’s difficult to
associate events and campaigns within Google Analytics. A lot of the
reporting for events has to be done manually or setup as a custom
report.
If there are certain events that aren’t short-term additions to the
campaign or if the events are few in numbers, then those events can
be also defined as a goal for the website.
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9. GOALS
Goals are much easier to associate with a campaign, and are easier to
create reports around.
Goals are setup in the admin portion of Google Analytics and can
represent when the user visits a certain page or series of pages, stayed
on the website for a certain duration, visits a certain number of pages
per session or triggered an event. Keep in mind that Google Analytics
limits you to 20 goals per analytics view, so it’s good practice to only
create goals for long-term additions.
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10. SEGMENTING DIFFERENT
CAMPAIGNS
To make sure your budget is being spent wisely, it’s important to track multiple
campaigns individually. Segmenting campaigns to specific landing pages is the
easiest way. If that’s not an option, customized URLs tag users with campaign-
specific information when they visit your website, which is passed to Google
Analytics. Google offers a tool to help you set those up to include with your ads.
It’s great to just say a campaign is successful, but it’s always best to be able to
prove it to yourself and anyone else that you’ll be reporting to. Defining and
reporting on the campaign goals puts you in a position where you can make better
decisions on how to run that campaign, and thus, work to make your marketing
efforts as successful as possible.
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11. Contact Us Today at
904.680.3000
www.Discovertec.com