How do you know if your marketing is working?
We’ve all been there.
Reviewing the performance of of your latest marketing campaign and the analytics data appears to have come back.. mixed.
How do you know if the campaign was a success or not? How would you even begin to measure its success?
What is the best way to measure a marketing campaigns success?
The best way to measure a campaigns success is to understand that what ‘success’ looks like varies, and therefore how you measure that campaign has to be tailored and adjusted to fit.
Begin with the end in mind
When starting a marketing campaign in any platform, it is important to set yourself a goal so that you know whether the campaign has achieved it purpose or not. Typical goals might be to make more sales; to have more website visitors; to encourage more phone calls; or perhaps even just to increase brand awareness.
It all comes down to goal completions
Once you have established what your goals are, you need to identify exactly how these will be achieved. Most of the time this will be through sales and leads which should be recorded automatically, but might be the number of branded search queries you recieve (if your goal was to increase brand awareness).
It is important to consider how you will record your campaigns performance when setting yourself a goal, because without a way to measure its success you are setting yourself up for failure.
What is ROAS and how can it help me?
ROAS stands for Return On Ad Spend, and simply put is a calculation which determines how successful your advertising spend has been in relation to how much you actually spent on it.
Calculating a ROAS is a good way to determine if your marketing campaign has been successful or not because it takes into account the costs of achieving your marketing goal, as opposed to other measurements that only look into the return of a campaign.
Have A Project In Mind?