With 2015 in gear, there’s no better time than now to take action on your marketing. Let’s start by delving into the art of tracking everything!

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” ~ John Wanamaker

You have got to think like an investor. For every dollar invested, what multiple must it return? For marketing it means tracking every campaign, sub campaign and medium, so that each conversion can be attributed to a source. This data allows you to refine campaigns to improve results, drop the duds, and turn up the highly profitable campaigns for as long as they continue to be.

So how do you track everything?

Start by defining the units of measurement that equate to a profitable conversion for each of your campaigns. It varies between businesses and for you it could be one of the following:

• Online Sales
• Email List Subscribers
• Trial Sign Ups
• Appointment Bookings
• Contact Form Completions
• Stockist Location Webpage Impressions
• Completed Phone Orders
• Proposals Sent

What can you track?

You are limited only by know how, or the systems you can put in place to track and measure. We will discuss offline, manual tracking and measurement in a future post, but for now here are some of the common things that you can track online via URLs with relative ease.

Social Media

• Facebook Advertising Campaign Ideas and variations
• Different Content types
• Different Messaging to target groups

Landing Pages

• Different Layouts
• Different Messaging and Call To Actions
• Different Pricing
• Campaign Specific landing pages are a good idea for more than just tracking!
• Track landing pages through to successful conversions or bounces.

Email Marketing

• A/B Split testing content in your campaigns
• Your different subscriber segment response

Google Adwords

• Campaign ideas
• Marketing messages
• Target Markets
• Keywords

Every piece of marketing you do should be tracked, measured and tested, so you know what to keep doing, stop doing or start doing more of. We will cover how to track URLs in the next post, so keep checking back.

This post was part of a Branding Insight email that we produce monthly. If you’d like to join the list and receive valuable branding and marketing insights in your inbox each month, then you can do so here: The Sponge Branding Insights