You can measure up to 20 goals in Google Analytics. But seriously: start with a maximum of three result goals. Determine these in advance and measure them in Google Analytics as a goal.
In short: think carefully in advance about which marketing goals are an indicator of success!
Now we have marketing costs and performance goals. What else do we need to determine the success of the marketing channels? Concrete goals! A performance goal without a goal has little value. This way you will continue to have discussions about whether the marketing campaign was successful or not. For example with your agency or freelance consultant.
Practical example: an entrepreneur is malaysia telegram data dissatisfied with the number of transactions achieved versus the marketing costs. The agency indicates that the objective has been met: ROAS 125%.
Avoid this pitfall and link a concrete objective to your results goals for all paid channels. The following is an example of marketing objectives:
Example of marketing objectives.
How do you set goals?
Ask your director or manager what the goals are in terms of turnover or transactions with your target CPA/ROAS. Then it is up to you to translate this into the most important marketing channels. Can your director or manager not provide input for this? Look in Google Analytics at your results from the past year and ask what growth he or she expects from you in terms of turnover or transactions. Translate this input into the goals for your most important marketing channels.
Next, it is important to use two thresholds for your goals: a positive and a negative threshold. A positive threshold is the goal for this year and a negative threshold is the results of last year. This is how you compare the results of this year. In the example above, the positive threshold is the black vertical line and the negative threshold is the light green bar.
Additional tips
Don't just focus on your target CPA. Always include the numbers or values of your most important result goals. The goal is not the lowest possible CPA, but an improvement in turnover or transactions.
Don't just look at the short-term results (week), but also at the longer term (quarter).
I can imagine that the above bullet diagram appeals to you. At a glance, you can see the results versus the objectives and results of last year. However, something important is missing: context. You do not see the development of the results per month. You need this information to draw conclusions from the results:
Diagram to determine the success of your online marketing.
Next, you need to figure out why the results have gone up or down in the past quarter. My exercise for you is to apply the following steps to your own online marketing channels:
Make sure the advertising costs for your most important channels are in Google Analytics.
Determine which (maximum 3) outcome goals have a direct or indirect impact on your marketing results.
Set concrete goals for your outcome objectives with your target CPA.
Make sure you can view your goals versus marketing results in a dashboard.
Next, determine which marketing channels are profitable or unprofitable and what the possible causes for this could be.
Of course I am also curious how you approach the success of your online marketing. Do you agree with the above steps? Or do you use an alternative method to determine the success of your online marketing? Feel free to leave your experiences and vision in the comments.
