Black Friday and Cyber Monday are some of the most important landmarks of the year for many businesses, both online and brick and mortar. Retail stores choose to run their biggest sales of the year to capitalize on shoppers getting ready for the holidays. But how do you measure how successful your Black Friday digital campaigns are?
In this month’s Vortex Marketing Blog, we will go over some KPI’s (Key Performance Indicators) to analyze after the campaign, and how to utilize this data in the future.
How to Set Up Reliable Tracking
First, there are two important tasks that need done to prepare for tracking the performance of any marketing campaign: Google Analytics and URL parameters.
We have covered Google Analytics several times in the Marketing Blog, as it is the most reliable and robust platform to measure user data on your website. You simply need to generate the tracking code and paste it on your website.
URL parameters are tracking data you can append to the end of your URLs that Google Analytics can use to identify incoming traffic. Google has its own Link Builder tool that you can use for free! Simply specify the campaign source (Facebook, for example), medium (which audience you’re targeting with your ads), and the name of the campaign. Then copy and use the URL that it generates as the final URL for your ads, or the links in your email newsletters.
In Google Analytics, when filtering by source, the platform will automatically recognize the URL parameters and allow you to filter and analyze each campaign.
Landing Page Bounce Rate
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