Tools for measuring the results of a campaign

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The best online campaigns are developed when we are persistent in achieving our goals and careful in measuring their results. In order to create high-performing, lead-generating campaigns, we need to ensure that there is a consistent and thorough measurement of results. This can be done with the help of several tools that provide high accuracy data within a certain time frame.

Here are some of the instruments for measuring the results of an online campaign:

  1. Google Analytics

Google Analytics is one of the most well-known tools in the digital environment, offering a global view of the site where the tracking code was implemented.

With its help, you can closely measure actions such as:

  • Real time users: the tool allows you to see in real time what the users are looking for on your site, how they got to the site, the sources or the devices they used to access each page and the time they spent on a specific page.
  • Audience persona: An important benefit of Google Analytics is the ability to create a real customer profile based on the data it generates. Thus, you can clearly identify the customer avatar according to an age segment, gender, language, location, and, perhaps more importantly, his interests.
  • Consumer behavior: You can find out which are the most visited pages on the site, what is the average time spent on each page, the bounce rate, as well as the number of unique visitors and recurrent users.
  • Traffic source: Whether we are talking about paid campaigns or organic marketing, it is necessary to identify the main source of traffic in order to create strategies around it. In relation to Google Ads campaigns, Analytics shows you the words that brought conversions and the percentage of goals that were achieved.
  • Conversion tracking: Once you’ve set a goal in Analytics, it can be tracked closely and its performance can be accurately measured. Moreover, for eCommerce, we can find out more information about the orders made by users and other set goals.

In addition to these tools, Analytics offers other features that can help you track the results of an online campaign.

  1. URL Builder

URL Builder is a useful tool (recommended even by Google) for the tracking of campaigns and conversions coming from the online environment. With the help of the data provided, you can see the source of each conversion and the medium on which each campaign was created. This code is filled in manually.

This tool allows you to easily add campaign parameters to URLs in order to track your custom campaigns in Google Analytics.

Example: Let’s take a campaign where we offer a 25% discount to those who purchase our online marketing service. We will fill out the fields as follows:

Photo source: Google Analytics.URL Builder

  1. Sales Funnel – Generated Leads

Among the most important methods of measuring the results of a campaign is the sales funnel itself, as it represents the main engine of lead generation. Thus, it is necessary to abide by the following steps in order to build a relevant and efficient funnel for your company:

  • Brand awareness: The first step is to create awareness around the brand and make it known among potential customers.
  • Familiarity: When the potential customer gets to know the product or service marketed and learns more about it.
  • Arousing curiosity: The moment when the customer gives the first signs that he is interested in the brand and decides that it meets his needs and requirements.
  • Conversion: The completion of the purchasing process.
  • Customer experience: During the conversion period as well as after its completion, we must consider the experience that customers have with the company, including their interaction with the brand.
  • Customer Loyalty: The process does not stop when a consumer becomes a customer, because their loyalty is important for the long term.

Photo source: Team Klain

Once the results of a campaign are measured, they must be optimized in a timely manner, in order to obtain a high performance and to achieve the targeted objectives.


  1. Platforms for measuring the results of email marketing campaigns

In addition to the data provided about the emails, these tools also aim to facilitate the entire process through automation. One of the most famous platforms for email marketing services is MailChimp.

They provide an overview of each campaign, thus measuring the opening rate of emails, the rate of accessing the links inserted, the unsubscribe rate, and many other variables. In addition, the platform offers email templates, thus making it easier to create successful campaigns.


  1. Automation systems

In a digital age, where most companies have an extensive online presence, more and more automation systems appear, facilitating everyone’s work. They contribute to the better functioning of each type of campaign, performing a good part of the repetitive tasks.

As mentioned before, it is ideal to automate an email marketing campaign, in order for us to only have to interpret the results. Another action that can be automated is the sales process, more precisely the sales funnel, thus obtaining the best results. The PPC campaigns should also not be neglected because, to a certain extent, they too can be automated.

These automation systems not only facilitate the work of employees, but contribute to a much more analytical view of the results, providing accurate and specific measurement solutions.


  1. Landing page

In order to measure each result of a campaign, we can opt for the creation of a landing page. Its main advantage is the fact that all banners and messages will lead to the same place, eliminating the possibility of a confusion in relation to the following pages.

The accuracy with which we measure results will lead to higher performance, as they can be optimized in real time. The main purpose of a landing page is to convert, to convince the user to take an action, usually by filling out a form or generating a conversion.