Let’s measure digital marketing performance
Through digital marketing measurement, visitors flow into the homepage, and membership or purchase occurs on the homepage.
In general, there are two types of digital marketing achievements.
It can be divided into direct and indirect performance. If we start with indirect performance, it’s roughly like this. If you market in various places such as Instagram and the community, you can’t put a link directly into the content itself, so the search volume increases from Naver or Google to “brand name,” which can be seen as an indirect marketing achievement.
I’ll talk about this in another article. In this article, we’re going to talk about “direct achievement.” And this performance measurement is going to talk about Google Analytics. About this, I installed it on my paid lecture site called Oh’s School and used it in various ways… And I organized the marketing performance.
Digital marketing measurement Statistics Analysis :: Google Analytics GA4, GA3 Version
It was in the summer of 2013 that I got to know Google Analytics. I’ve been running a blog, and I’ve had a few visitors… Facebook, cafe, search ads… And so on, I did marketing in various areas. And from the statistics on the website, I found out how many visitors there were, what domain they came into, and how many purchases occurred. By the way, this is the end. How customers move through the marketing content I intended, whether the actual purchase occurred through the marketing content I intended, or if the purchase occurred, which blog post happened a lot…
There are many ways to measure performance… It’s free, and the de facto standard in the digital marketing industry used by many companies is Google Analytics. The installation is very simple. This can be easily installed by a marketer like me. There is a way to plant a script directly on the homepage for Google Analytics installation…
I don’t recommend this method, but I want you to install Google Analytics through Google Tag Manager (GTM). The composition of the homepage is very diverse, but it is important to install it through e-commerce in the case of shopping malls. It’s actually not easy for someone who’s not a developer to install it. We recommend installing it through outsourcing companies and developers.
And in the case of a homepage other than a shopping mall, click events are used through GTM, and it can be easily set up if there is only a conversion completion page. In this case, it’s not a developer, but a marketer like me can do it easily. In this way, the shopping mall installs e-commerce, and the general homepage sets the transition that corresponds to the goal. And then a lot of visitors come to my homepage, and I can see how many “conversions” have happened.
In fact, many companies have attracted some visitors through advertising expenses. This is the only report we provide. But if you think about it, if there’s nothing special… If you spend a lot of money, the number of visitors increases. So I can’t say whether I did a good job marketing or not.
Then, how can I know the digital marketing measurement and performance?
You can see how many visitors came through Google Analytics and how many people made the transition. In general, if you have a 3% conversion rate, you’ve done a good marketing! You can say it like this.
Of course, you can’t see it as an absolute value, as a standard, but… We see it as an industry average. I’m coming out at about 1.5%, so I’ll have to work harder. Anyway, it’s easy for us to see how much the sales are compared to the total number of visitors.
And here we’re thinking, if there were three purchases out of 100 visitors, where did the incoming visitors make the sales… This is important.
For example, in my case, the results of visitors coming in from blogs are good, and the results of visitors coming in through Facebook advertisements are not very good. So I cut down on Facebook ads, write more posts on blogs, or work part-time jobs. It is important to increase the inflow of homepages through blogs.
Then I can expect better marketing results than before, and to know this, you basically have to use a parameter called UTM. You can see how much detail you can measure performance depending on how you use UTM, and my method is to trace when and with what keywords I visited through my blog post.
You can also find out whether it came in through Google’s general search or Google’s search advertisement. Whether Facebook came in through ads or posts… Furthermore, you can see when you came in through the writing.
You can also check this story through the link above, and here’s what it looks like this. Let’s install Google Analytics on your homepage. Actually, you’ve done a lot so far
We need to move on. I need to set up the conversion right away… The setting method is that the shopping mall can easily install an improved e-commerce through outsourcing companies or developers, and in the case of a general website, even a marketer like me can easily install it. Finally, you can use the UTM parameter to distinguish between detailed sources of inflow. Are you particularly good at using UTM parameters? It allows you to measure your performance accurately through digital marketing, and after measuring your performance, you spend a lot of money on good things and a lot of money on bad things. You can adjust it like this.
This is all I need to do. I think each marketing medium can proceed with the optimization work with the marketer that you do performance marketing.