Advertising without measurement!

There is no such thing as advertising without measurement

The choice of any provider that provides a service is always accompanied by the thought "Is it worth it to me?" Even in the field of advertising, and in particular advertising on social networks, clients are interested in knowing whether the results are worth the investment. Even clients who have worked with advertising agencies in the past, unfortunately, do not always understand how, if at all, it is possible to track the success of an advertising campaign.

So how do you make sure that the money that customers invest yields satisfactory results? If the answer were to be summed up in one word, it would be "measurement". A professional advertising agency that strives for consistent results improvement must be one that is able to measure the results in real-time and in a time perspective and provide reliable information about the campaigns and especially about the users and their characteristics.

Today, in the age of digital marketing, there is no such thing as advertising without measurement. If in the past, in the era of billboards and television and radio commercials, an advertisement released to the world air allowed us a very limited measurement based mainly on non-representative surveys or a general mindset, then today the picture is completely different. The digital platform on which the advertising campaigns take place allows accurate and rigorous measurement through which we receive a lot of useful and important information - also regarding our campaign, its effectiveness, and ways to improve it, but more than that - extremely important information regarding the nature of our users, information about the various advertising channels, about the site's performance and more.

Let's take Google Analytics for example. One of the most recognized and useful measurement tools in today's digital marketing. When we implement the various applications of analytics on our website, the amount of information we receive is enormous and through it we can derive important insights and constantly improve performance. We receive information about our target audience - who they actually are, what geographic area they come from, their average age, and their interests. The content we present on the site - is it high quality? Which texts keep the surfers on the site and encourage them to stay, and which ones do the opposite, what are the keywords that the surfers are looking for when they are interested in our site? As we receive information frequently about the performance of our website and if for some technical reason we lose potential customers.

Accurate tracking allows attribution of conversions to the advertising channels in use. That is, we can know what, from the advertising channels we invested in, led the surfer to make the conversion (buying a product, leaving a link, signing up for the newsletter, etc.). In the online age, surfers move between several platforms, often on more than one device until the moment of conversion, and tracking their route can provide us with important insights about the content, the platforms that suit us and actually understand what our customers go through on their way to us.

Smart and professional digital marketing is not satisfied with strong copy and eye-popping graphics. These are things that many advertising agencies are proud of and many clients are fooled by. But even though they are important, this is mainly about the jar and less about us, or in our case an in-depth analysis of what is happening inside it and what patterns it leads our users to.

Make sure that whoever manages your advertising uses pixels that know how to color the users and classify them. Make sure that every link to your publication has a UTM that knows where exactly the surfers came to your site from. Insist that an in-depth analysis of your campaigns and website be an integral part of the service you receive.