Tracking your website traffic and your campaign results is extremely important for your bank’s success. Compared to other media, mobile allows marketers to measure campaign results across multiple data points.
If you’re not already using Google Analytics to understand your audience and optimize your efforts, your first mobile marketing campaign is definitely a great excuse to start. Google Analytics is a free web analytics service that allows you to evaluate in-depth detail about the users who land on your website. With Google Analytics, it’s super easy to track impressions, clicks, click-through-rate and conversion rates, or any other KPI (Key Performance Indicator) that might be relevant to your marketing strategy.
Learning more about the people your campaign attracts brings valuable insight to your bank and will help you and your team develop a successful strategy with your next campaign. With tools like Google Analytics, you’ll see not only demographic information, but also what users do when surfing your page, how long they stay there, and other helpful insights.
Here are few other reasons to start using Google Analytics right away:
1. It is free: There’s nothing to lose. Setting up your Google Analytics page won’t cost you a dime and it will only bring useful information straight to your table.
2. Automatic collection of data: By copying a little piece of code into your website, Google Analytics will start collecting data from your website and report it accordingly. As previously mentioned, having access to this data will help you implement new strategies for better performance on your mobile campaigns, and throughout your website in general.
3. Ability to measure internal site search: An internal site search will reveal what potential customers are looking for after they land on your website. You’ll be able to make any necessary changes or additions depending on the results.
4. Understand why visitors are bouncing off your website: During an active campaign you’ll notice that a lot of people might click on your ads, but not all of them stay on your site very long after clicking. That means you may have a lot of visitors, but end up with no conversions. Google Analytics can help you figure it out why that’s happening. Your bounce rate, or the percentage of visitors who leave your website after visiting only one page, is a crucial metric, and minimizing this rate is ideal. Google Analytics shows you the pages that present a higher bounce rate so you can modify them as necessary. Maybe people aren’t staying because your page isn’t mobile optimized, takes too long to load, or just isn’t attractive. Making these changes immediately and seeing if your bounce rate improves can have a major impact on your campaign’s success.
5. Know the age, gender, interest, device and location of your audience: Google Analytics’ audience section provides tons of information about the people who visit your website as well as the device they used, their browser, and their location. In addition, you’ll see exactly how the users were driven to your website. Did they come because of your mobile marketing campaign? Were they searching online? Or, did they simply know you existed and type in your URL?
6. Determine if you are achieving your goals: Google Analytics can help you track how much your business is moving ahead or progressing, by simply assigning a number of goals.
With all these points being mentioned, we can agree that Google Analytics can do wonders for your bank and help you moving forward. It provides valuable insight that you can use to improve different aspects of your overall marketing strategy, including your mobile advertising.
If you have a live mobile advertising campaign, make sure to properly set it up so you can collect as much data as possible. Another incredibly important moment in the life of your mobile advertising campaigns is optimization. Gathering information about your audience and their behavior from Google Analytics and other sources gives you great insight into what’s working, so we highly recommend looking back at your original settings and tweaking them accordingly.
First, identify who is converting and who is not, see if there are any patterns, and make changes to maximize your effectiveness. For example, if a lot of your visitors are coming from a popular game such as Words with Friends but none have converted, you might want to consider blacklisting the app. If people who came from CNN present a high conversion rate, you might want to increase the budget in that specific mobile app.
Optimize your audience as well. Through Google Analytics you might learn that people who visit your page in a very organic way are young adults, between the ages of 21 and 26. If you had your mobile campaign settings set differently, you might want to adjust them.
Tracking your campaign results is very important, and while there are multiple tools available to help you, sometimes partnering with an expert is your best course of action. A team with experience reading through all this data will be able to identify small discrepancies and modify them accordingly until each marketing campaign provides your bank with optimal results.