I’ve spent much of the last month helping a number of clients put together end-of-year reports to measure advertising results. In almost every case, we’ve uncovered some real rubbish, such as the £500/year directory which sent 1 visitor, or the £200 banner advert which sent nearly 100 visitors, but all from countries in which the advertiser doesn’t operate.
This advertising results analysis should be fundamental for any marketing department. However, many people still subscribe to the old adage that “half of our advertising never works, and we can never know which half” …which apparently means there’s no need to try to measure it.
I don’t think they really believe that, but it’s an excuse to ignore yet another job. I also wonder if many marketing managers don’t want to face the findings that some of their advertising they booked was a complete waste of money.
Even without having made a special effort to set up their website visitor analytics, many companies can record the value of what they were sent last year. I covered this back in 2014, and the article is still relevant. Take a look: you only need a basic understanding of Google Analytics and a spreadsheet to produce a report which could save you a huge amount of money.
However, it’s quite likely that you can set up your advertising to give much more detailed feedback, if you plan things well from the outset. I’ll move on to this tomorrow. Remember, it’s up to you to do this; in my experience, few (if any) publishers will help you measure advertising results, other than to claim often absurd numbers of unverifiable views and clickthroughs. Sadly, the reason why they won’t help you measure things at your end is that they suspect they’re overcharging for the results they offer. But this year, let’s find out for ourselves, shall we?
How to put a value on the traffic sent by other websites (December 2014).