One of the commonly asked questions in business is: Where are my customers coming from? In this article, we focus on answering this question for your online channel (Online Store or Beep Delivery).
In this article, you will find answers for the following questions:
- Where are my customers coming from?
- Which marketing campaign or traffic source gives better sales?
- How do I know if my marketing campaign is doing well?
Note: this article is only suitable for your customers from online channels.
Where are my customers coming from?
To answer this question:
- [Initial setup] Make sure you've 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 > All traffic > Source/Medium". You will land on a page as follows:
Google can categorize 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] Make sure you've enabled Google Analytics Ecommerce feature. Follow this article if you haven't enable Google Analytics Ecommerce Feature.
- On analytics.google.com, go to the same page as above (search for "source" and select: "Acquisition > All traffic > Source/Medium").
- At the last column you will see 'Conversion'. Make sure 'eCommerce' is selected and you should see 'Transactions' and 'Revenue' from each source/medium.
TIP: 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 learn about you via Facebook, later searched for your site on Google, and in the end made a sales by visiting your site through a link in your email newsletter; this sales will be attributed to 'Email'. Based on this insight, you might say Facebook or Google didn't actually help in conversion but bear in mind the customer may not even know your online store if he/she did not saw you on Facebook first.
Learn more about 'Multi channel funnel' to understand how different channel assisted and converted your customers to make purchases
How do I know if my marketing campaign is doing well?
When you started 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 finalized 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, paste the URL you want your customers to visit for the particular campaign.
- Enter corresponding details for source, medium and campaign. Read more on for best practices on how to construct campaign URL.
- Copy the URL and share 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.
TIP: Promote a campaign over different source/medium. By promoting the same campaign over different source/medium, you get to know which source/medium is more effective.