One of the biggest mistakes digital marketers make is not establishing analytics goals prior to the start of a campaign. This is extremely common even though one of the key advantages of digital marketing is the incredible target-ability that is unmatched by any other media available. Not fully understanding the ramifications of not targeting your audience effectively with clear analytics goals results in large amounts of unnecessary waste. I have seen shocking examples of digital ad waste (over 98 percent in one instance) and hate to see a business simply throwing money at online marketing as if it is like any other traditional media outlet.
In order to track the success of a digital marketing campaign, it is necessary to define goals (sales, form completions, calls, sign ups, etc.) and ensure that analytics tracking is properly set up for these goals. When it comes to tracking results of your goals, Google Analytics is your best friend. The best part is it is completely free! It takes a serious amount of time to master Adwords, but the time investment is totally worth it.
Without key measurable objectives and goals, it is difficult to measure ROI or benefit of a campaign on the results of your business. This is why it is important to define and communicate objectives and to build insights from past campaigns into the planning process for future campaigns. Following through on this advice will help you minimize waste and maximize returns on your digital marketing efforts.
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