- Login to your Google Analytics account
- Open the Administration page
- In Property, click on Dd Data Import
- Click on CREATE
- Select in SUMMARY DATA IMPORT Cost Data. Click Continue.
- Name your campaign
- Click the Enabled Views in which your DataSet will be available. Click Continue.
- Select Cost (ga:adCost) & Campaign (ga:campaign) as minimum required parameters
- Click SAVE
- Click on Get schema
- Fill in the Excel File with your data – Keep in mind that Google Analytics is case sensitive and therefore “Campaign” is different from “campaign”.
- Click UPLOAD FILE in Google Analytics
- Navigate to Attribution > Apply the model comparison tool – You can now track Profit.
As a digital analyst who knows the importance of efficiently recording and reporting marketing activities, there are moments where you feel overwhelmed.
You know that tracking is at the core of every marketing strategy (Avinash Kaushik anyone?), but at the same time, you are often full of doubts. Does this product update need a brand new campaign? Does this Facebook update belongs to the Social Media Campaign or the Product Launch Campaign? Possibilities are endless, your patience…a little less.
The frustration that I just described can become even more unbearable when results are expected to happen fast. Perhaps, when you joined a new company and want to impress your senior manager or when you want to pitch a new client. Or when you realized your predecessor never bothered tracking anything or that their tracking strategy took inspiration from the Memento plot!
Unfortunately, there is no choice, but taking a deep breath and start putting reason into the digital madness.
Luckily for you, I have already slain the dragon, and I’m here to show you how you can do the same. In few easily repeatable steps, you’ll always be able to track any campaign and effectively report your results to any client, manager or stakeholder.
Tracking and reporting will never be the same again.
Step 1: Set up your campaign structure
Independently from the business, you will run a certain number of marketing campaigns throughout the year. Those might include:
- Product launch [to introduce a new product to the market]
- Newsletter [to communicate to your clients]
- Seasonal promotion [offers and discounts]
- Product promotion [to promote a product that is not selling]
- Events and workshops
I would recommend having a brainstorm at the beginning of each financial year, to determine how many types of campaigns the team will be running. To come up with ideas, I would suggest to include questions such as:
- Will we be running discount & promotions?
- Will we be launching new products?
- Will we be attending social events?
- Will we be running affiliate programs?