Creating a conversion focused website and highly targeted online marketing campaign is vital to the success of any campaign. However if we are not able to identify how a conversion has been generated we are forced to make assumptions when it comes to optimising the campaign and planning strategy.
Epic Analytics is our conversion focused tracking software, which allows us to capture detailed traffic source data from each conversion. Which ultimately enables us to optimise campaigns based on real conversions that have generated business rather than leads turning the optimisation process into a scientific approach rather than guesswork.
Epic Analytics runs silently each time a page is visited recording data about the users journey, however it is most powerful when the user completes a data capture form. On completion of the form not only are the required fields captured but we are also able to record the following:
This is extremely powerful information when it comes to optimising the campaign as it enables us to optimise at a different level than using Google’s own tracking as we can definitely say how a conversion has been generated. In order to find which keywords deliver real business we can simply match conversions against completed deals, which provides all the information we need to optimise the campaign based on real business generated and demonstrate return on investment right down to keyword level.
We are also able to apply Epic Analytics to Social Media and E-mail campaigns. As keywords don't apply we use unique tracking codes so that we are able to track conversions back to a specific Facebook post, Twitter tweet or link within an e-mail, achieving the same level of measurability as search.
Of course some people still prefer to use the phone which can make it more difficult to derive the traffic source, we however have developed a method to track phone call leads within Epic Analytics. The telephone analytics software we use allows us count phone calls, we serve different phone numbers based for different traffic sources but all calls are still routed through to one central number. For instance if the user visits the website via a Google PPC advert they will be shown one telephone number and if the user visits the website via a Google Natural listing they will be shown a different number. When the user calls either of the numbers the call is directed through to the central number of your choice, however our software records which number has been called so that we can attribute that call to a traffic source.
We are therefore able to report on two levels, the most basic option is to simply serve different phone numbers for different traffic sources. This would normally entail a different telephone number for the following traffic sources:
Additional phone numbers can also be added for different traffic sources depending on the campaign strategy e.g. social media sites and e-mail campaigns would also have different telephone numbers and unique tracking codes to replace keywords.
Using this approach gives us a good idea of the effectiveness of the campaign from an inbound phone call perspective however assumptions have to be made that the keywords that generated the phone calls are the same that generated the online data capture conversions.
The second and most detailed option is to serve a different number for each keyword. The system would still serve different numbers for direct and natural sources in the same way as above so this can be measured, however each keyword in the PPC campaign would have it’s own number. We are then able to identify which keywords are generating phone calls and by using the matching process, attribute real conversions to a phone call and therefore keyword.
Having captured data at this level for both online and phone conversions we are able to definitively report return on investment from campaign down to keyword level. We provide a detailed PPC report each week on a Monday, which provides campaign performance metrics as well as conversions sources and a commentary. SEO reports are provided on a monthly basis.
Along with the reports we also provide a list of conversions generated online and phone calls generated along with the date and time etc. Based on manually matching conversions to real business that has been generated we are able to produce reports at campaign or keyword level that detail the number of conversions that have been generated, the number of those conversions that ultimately lead to real business then subtract the operating cost of the campaign from the income generated.
As this is software that we have developed in house we are able to tailor it specifically for each client or campaign. For instance if you wanted real time access to conversion reporting, filtered by date, time, traffic source etc this is something that could be delivered.
To take advantage of our Epic Analytics software, contact us using the form on this page.
