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The Data You Should Be Tracking Across Channels

Everyone knows that for any campaign to be better than the last, you’ll need to get your head around the data. 

Identifying trends and studying audience responses can ensure that your next moves are well informed at best and educated guesses at worst. 

However, the real clincher is in knowing what data to be looking at… 

While this is by no means an exhaustive list (there’s a plethora of relevant data that can be mined to provide valuable intel for your future campaigns) we’ve mentioned a few data types that’ll make an exceptional starting point for your business. They are…. 

1. Engagement

Engagement is absolutely crucial to measure as you’ll be able to see which posts are working and which ones aren’t. By tracking this you’ll also be able to make similar posts in future to gain a similar result. 

Even if a company has a large amount of followers and a stunning feed, it won’t mean much if the positive response from the public isn’t there. By having a thriving display of engagement not only will that mean that you’re more likely to get better conversions by these audiences but it’ll also instil confidence in future audiences who will see that you’re a genuine brand due to your genuine followers. 

Your engagement can be measured by likes, shares, comments, shares, mentions etc and you can score your results on reaching a certain number of likes per month for example. These sorts of KPIs will help you drive your future efforts and gauge just how much people are feeling your posts.

2. CTR

Absolutely invaluable if you’re trying to drive traffic to your website, whether you’re doing so via social media or a landing page. You’ll know if your efforts are paying off if you CTR is high. If not, here are some ways you can improve.

  • Re-assessing your UX. If you’re not getting the type of CTR you’re after on your landing page for example, try improving the UX aspects of the page. This is often best done by a specialist as they’ll determine where visitors are dropping off and decide what are the best actions moving forward.
  • Reassessing your copy. If your copy isn’t provocative enough you may need to reconsider your copy. Direct response copy is usually the best type of copy to have in place within limited spaces like social posts and landing pages. Make sure your copy is inciting action by having it well written, succinct and created with a purpose.

3. Referral Traffic

Make sure that you’re checking your referral traffic to ensure that you’re optimising for the channels that are bringing people to your website. 

James Pollard puts it best: 

All social media is rented land. While you don’t control your social media accounts, you do control your website, your email lists, etc. Getting people to your owned land should be a top priority.” 

Make sure that your accounts are sending audiences to your page and also make sure that the more effective channels are being optimised to continue driving visitors to your site. You can check out the effectiveness of your referral channels through Google Analytics. 

We however have found that the most powerful channel driving traffic is Facebook, which you can find out more about the power of Facebook and how to improve your Facebook ads/posts here. 

4. Conversions

If you’re after more than just brand awareness, measuring your conversions will be absolutely essential to ensure that you’re reaching your revenue targets. In cases such as these, a measure of like or comments won’t be as important to you. 

You can best ascertain the strength of your strategy via your conversion rate, measuring the effectiveness of your efforts by applying the right tracking metrics before setting everything live. This way you can see where you’ll need to improve on your strategy and then work accordingly toward increasing your conversion rate. 

This will secure your cashflow isn’t running out. 


5. Relevance Score

While relevance scores have often been limited to PPC in the past, you can now gauge the relevance of ads and posts on social accounts too. Either way, they’re an excellent means of making sure you’re optimising your campaigns. The higher your relevance score, the less you pay for advertising. The lower the score, the higher the bill. Makes sense to make sure your score is taken into consideration. 

Note: A great way to ensure that you’re nailing your relevance score is by getting your audience persona perfected before getting started. That way you’ll be refining your advertising parameters from the get-go. 

There are plenty of other things we’ve yet to mention that can help you improve your strategy moving forward. You can also measure unique visitors, your influence, brand recall, sentiment and plenty of other metrics of value. If you’re keen to find out more about perfecting your campaigns, get in touch with our team. We’ll run a full audit on your site to see where you can improve your strategy and help you smash your goals.

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