Track your marketing campaign with Google Analytics

Every SME needs a comprehensive digital marketing campaign strategy to improve marketing efforts and generate sales. But, once that’s in place, how do you work out which part of your advertising is effective, which part needs more focus, and which is simply a drain on your budget? 

As a small business owner, you’re able to run multiple marketing campaigns via different advertising channels such as search, social, email and other advertising platforms. To be successful though, you need to know which channels are delivering the results you want. In order to do that, you will need to track each campaign.

Being able to track where your clicks are coming from, and whether they are “converting” browsers into buyers, will allow you to improve your customer engagement and ROI (Return on Investment). This data will then guide the design and budget of future campaigns.

How to use tracking

Google Analytics is free and the most popular website tracking tool many business owners use. You probably already have it working on your website.

What can you track and how can tracking guide marketing decisions?

1. Geography
Let’s say you targeted users by location and find out that you have been targeting a location which generated little conversions, and focus on more profitable areas. A conversion is basically a completed action a web user has made. This can be submitting an email enquiry, clicking a like button, or even completing a purchase.

2. Campaigns and Behaviour
Tracking also allows you to see if a visitor that has come to your website through a particular type of advertisement (either search, social or email based) or has put anything in your site’s shopping cart. This is an excellent lead for any business as this customer has shown a high degree of interest in your product. You can retarget these customers, just to remind them of the product they were interested in. Sometimes that’s all that’s needed for a conversion.

How do you track?

1. UTM Tags
Let’s assume you’re promoting your product through print, email, Facebook and Google Ads. Google Analytics will record when a visitor lands on your website, what pages they view and where they came from through the use of customised tags (called UTM tags) on the URL. It could be Facebook, an email blast or from a search results page. If Facebook is leading to more conversions then ramp up your Facebook marketing efforts!

2. Set up Goals
The Goals tool allows you to measure how often a customer completes a specific action on your website. A Goal could be completing a purchase, providing contact details for leads, newsletter sign ups or product information downloads. By setting Goals in Google Analytics you'll be able to see how successful your website is achieving these goals and make changes to site if certain actions aren't being achieved.

Keep tracking simple
To begin, keep your tracking simple so that you can at least get some basic information first about where your website visitors are coming from, where they are going and what they are doing. With that information, you can then refine your tracking even further to track specific actions. 

The more information you gather over time, the better you can understand the relationship between what you're spending your money on, and whether they deliver the results you want. Optimising your digital campaign marketing strategy with the help of real-time data will help you to achieve better ROI for your campaigns.


  • Track your digital marketing performance to optimise costs and improve your strategy
  • There are plenty of digital tools that will give you the information you need to optimise your campaign performance e.g. Google Analytics.
  • Google Analytics is an easy to use digital tracking tool. It will enable you for example to analyse website visitors’ behaviour.
  • Start with simple parameters using UTM tagging and grow from there.
  • Set up Goals to see if customers can complete the required actions on your site.



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