What You Will Learn in This Guide
How to analyse the customer traffic and marketing campaign performance data.
Important Note
This article is only suitable for your customers from online channels.
Where are my Customers Coming From?
To answer this question:
[Initial setup] Ensure that you have set up Google Analytics in BackOffice. Follow this article if you haven't already done so.
On analytics.google.com, search for source and select: Acquisition and click All traffic; then click on Source/Medium. You will land on a page as follows:
Google can categorise traffic by the traffic's source (e.g. Google, which means the customers who visited found your site via Google), medium (e.g. CPC which translate to Cost-per-click, a form of paid campaign), and a few other dimensions.
So, how do I know where my customers coming from?
According to the screenshot above, there were 545 users who visited your site by entering the site URL without going through any search engine or link from social media.
On the other hand, 2329 users visited the site because of links shared on Facebook.
You may find more details about how else you can track the traffic source on Google Analytics support article.
Which Marketing Campaigns or Traffic Source Gives Better Sales?
With StoreHub Online Store or Beep Delivery, tracking sales (or conversion) has never been easier.
[Initial setup] Ensure that you have enabled Google Analytics Ecommerce feature. Follow this article if you have not enabled Google Analytics Ecommerce Feature.
On analytics.google.com, go to the same page as above (search for source, select Acquisition and click All traffic; then click on Source/Medium).
In the last column, you will see Conversion; ensure that 'eCommerce is selected and you should see Transactions and Revenue from each source/medium.
Note: You should not make marketing decision only based on data from the conversion report.
Google Analytics shows conversion results based on Last-clicked interaction.
That means:
If a user learns about you via Facebook, then later searched for your site on Google
And then decides to make a purchase when visiting your site through a link in your email newsletter
This sale will be attributed to "Email"
This shows that Facebook helped give your online store visibility to customers who have otherwise not known about you.
How do I Know if my Marketing Campaign is Doing Well?
When you start to run more marketing campaigns, you should see a boost in online traffic.
However, you may start wondering which campaigns are bringing you the most visits or sales.
This is an important question to answer because you want to make sure you're spending your resources on campaigns which give you the best return of investment.
Without this data, you might be wasting your time on campaigns which do not drive any result!
To answer this question, you can make use of UTM tracking from Google Analytics.
Once you've finalised your marketing campaign, make sure you have a call-to-action and guide your customers to your online store to close the sales.
Go to Campaign URL Builder, and paste the URL you want your customers to visit for the particular campaign.
Enter corresponding details for source, medium and campaign.
Copy the URL and share it with your customers!
Use a Short Link if character count is a concern.
Follow the same steps as above to see which campaign/source/medium gives you the best ROI.
Note: Promote a campaign over different sources/mediums; doing so will allow you to identify the best platforms for your campaigns.