At the time of Mad Men-esque advertising agencies, it was almost impossible to know the number of people engaged in a given advertising campaign. Advertisers spend money on media such as radio and print media, and hope that sales of the advertised product will increase. There was no reliable way to accurately determine the number of people involved in an ad or buying a product because of it. In fact, the term ROI (return on investment) was not even widely used until the mid-1960s.
A lot has changed since then. Advertisers now have access to a wealth of granular ad tracking data for each campaign they lead. As much data as most marketers need to spend a lot of time browsing dashboards to determine the points that really matter. Ad tracking has enabled marketers to more accurately measure, test, and review ads based on how users interact with their online campaigns.
What is tracking ads?
Ad tracking is the process of collecting data and information about the performance of online advertising campaigns. There are many methods that advertisers can use to collect this information, including tracking URLs, tracking pixels, and cookies. We will discuss these methods below
If you're new to online advertising, it's important to think long and hard about the statistics that determine the success of your campaign. Ad tracking now exists across different tools and platforms, and advertisers can collect data about everything from views and clicks to the impressions and behaviors of multiple sessions and websites.
The amount of data available can be overwhelming (without even distracting you from your goals), so choosing one or two KPIs will help you focus your efforts and make reporting simpler and more efficient.
As William Stentz, Director of Marketing Analysis at Carmichael Lynch, points out, "The right key performance indicators are simple, timely, essential to a project's success and are not financial in nature. However, you also need to add one, if you want it to be a powerful marketing indicator – it must be a key behavior you wanted to see Look at your campaign and ask yourself: What is the behavior I want to influence, not just something I can measure? "
We have written an article here that can help you determine which indicators to follow according to the objectives of your advertising campaign.
Once you've determined the stats you want to track for your ad, it's time to find the ad tracking method that's right for you. Your ad tracking methods vary depending on where you show them and the tools you use. However, some basic types should be kept in mind. It is important to note that the following ad tracking methods do not exclude each other. In fact, if they are used together, they can provide even more powerful information.
A tracking URL is a normal page URL for your website, with a tracking token added at the end. Here is an example of a landing page URL, associated with a tracking token (in bold).
Old regular landing page URL:
Landing page URL with a tracking token:
http://www.yourwebsite.com/your-landing-page/ ? Utm_campaign = test campaign & utm_source = email
As you can see, the URL of the page is the same in both cases, but in the second case, additional elements were added at the end. This additional item is your tracking token, also called UTM parameter.
How does this "extra material" help you to follow things exactly?
When a user clicks on a URL with a UTM parameter added at the end, he essentially sends a signal to your ad tracking tool stating that the URL has been clicked. The "source = _____" bit of the tracking token can provide information about where the user clicked on the link. Likewise, the bit "campaign = _____" can be used to signal to your tracking tool that the link should be compartmentalized as part of a campaign.
For example, if you were running the same ad on multiple websites and want to know which one generated the most clicks, you could set the two different websites as sources in the UTM settings of your links.
You can learn more about the tracking settings and how they work in this article.
Great for: If you manage a PPC campaign, send an e-mail, or place an ad on another website, tracking URLs are great for calculating the number of visits, leads, and of conversions that you're We generated your hard work.
A tracking pixel is a very small, often transparent, 1 pixel by 1 pixel image that can be placed in an email, an advertisement in the display, or just on a web page. When loading, it sends your tracking tool a message that a user has viewed the page.
Tracking pixels are also able to collect fairly comprehensive data about a user's activity and browser configuration – but you should never follow that information directly useful to the course of your buyer and offering a more personalized and personalized experience to your target users. .
When used correctly, pixel tracking can help optimize your ads and make them accessible to a receptive audience. For example, if you run an ad banner with a tracking pixel, you'll be able to collect information about the number of people who watch only the view, by clicking on your ad, which will help you determine if an ad has been actually successful (and better run again).
For context, here is the size of a tracking pixel (no, it's not that a speck of dust on your screen):
Originally published on Jul 10, 2019 16:56:00, updated on July 10, 2019