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REACH Network Team
REACH Network Team
October 14, 2013
10:55 am

How to Optimize Your RON Traffic Campaigns With Google Analytics

5,850 viewsno comment How-tos

Do you sometimes feel desperate when you see large amount of GA statistics and don’t know how to get it to mean something? Apparently Google Analytics tracking of RON traffic campaigns is not that difficult if you know a few easy techniques. Read and implement!

First of all, you need to know that REACH Network campaign stats get automatically tracked by Google Analytics. All you need is write the Click URL as in the example. Make sure to copy all the required utm tags. If you are running several PPC campaigns on REACH Network – insert unique campaign names in utm_campaign tag.
Inserting_UTM_tags

You may now track how many visitors are attracted by your REACH Network campaign and see how effective it is compared to other web promotion methods (SEO, SMO). You may watch the visitors coming and going in real-time mode. But the tracking that really pays off with RON traffic campaign is sources analysis. The process of analyzing your sources takes three steps:

    1. Defining the KPIs
    2. Filtering sources according to your KPIs
    3. Adjusting campaign settings to single out the most efficient sources.

Step 1: Defining KPIs

The pros that have their KPIs formulated may proceed to step two. The rest – keep reading.

So, KPI stands for key performance indicators. This is a pretty broad term. But in the nutshell it defines the metrics that help you define your progress towards campaign objectives. For example, you objective is to make your website more attractive for advertisers, you metrics in this case are the pages per visit, average time on site and average time on page. If you want the visitors to visit more than one page, you may also want to control the bounce rate.

The video website owners may have specific KPIs – for example, they may require particular VTR (video-through-rate). VTR is calculated by dividing the number of times the video was watched by the number of times the page with the video on it was loaded.

It’s not easy to define the optimum values for these metrics. It’s pretty obvious that the more time on site and the more pages per visit – the better. You just need to decide on the minimal value that you would be satisfied with – that would be your KPIs.

In case you are going to sell your website, you may have you KPIs defined by the potential buyer who has already determined the desired traffic parameters – now you just need to attract this kind of traffic to your website and you may consider your objectives met.

Say, I have defined that I need traffic that views at least 4 pages and spends at least two minutes on my site. Now I can proceed to step 2.

Step 2: Sources filtering

Step two implies some manipulations on your Google Analytics account. Click on Traffic Sources tab on the left sidebar and then choose Sources > Campaigns. Then click on the analyzed campaign in the left column – you’ll see the list of source codes. Now you need to filter the list of sources – click on “advanced” and adjust the site usage parameters according to your KPIs (choose the required metrics – click on “greater than” and add the target value). Make sure to adjust the number of rows in the lower right corner to the maximum to see the whole list. After the report is ready – create a shortcut not to repeat the procedure every time you check your stats.

Inserting_UTM_tags

After you’ve clicked on Apply, you’ll see something like this. Pay attention that we’ve got our advanced filter on. Now in the left column you see the list of sources that match your KPIs and consequently help you reach your objectives. You should note that some parameters like VTR can’t be tracked with Google Analytics (you can only separately track the number of videos started and the number of video views completed) .But we do track VTR with REACH Network system. So if you have particular video-related KPIs – contact our support team and we’ll figure how to filter your traffic accordingly.

optimized_list_of_publisher_sources_in_ga

Step 3: Filtering Sources in Network Profile

Step 3 implies putting the results of step 2 to practice. Here two strategies may be applied: you may either copy the list of your filtered publishers to the “include sources” box.

filtering_sources_in_campaign_account

Or you can apply a reverse strategy: go back to step two and edit your filter – instead of “greater than” choose “less than” and you’ll get the list of sources that are unlikely to satisfy you in terms of meeting KPIs. Insert these into “exclude sources” box.

filtering_sources_in_PPC_campaigns

If you opt for the first strategy – you should keep in mind that as time goes by you may see the number of visits decreasing as some of the selected sources may no longer be available. We recommend clearing the “include sources” box once in a while to welcome all the possible sources and pick out the new efficient ones.

So that’s pretty much everything you should know about the GA+ Reach Network technique that ALWAYS works. If you have run your campaign for some time and have some several thousand visitors – that’s enough to identify some traffic trends and start the PPC tracking.

When you take control of your sources – the quality of your traffic is getting closer to premium while the prices for clicks remain RON-low. That’s a pretty good reason to start using the possibilities of Google Analytics tracking to the full.

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