Analytics plays a huge role in marketing. It helps to understand how the audience reacts to PR campaigns, which materials/formats are most effective, which channels give the best results, and much more. Analytics can be used to track how many users viewed the ad, the share of those who clicked on the link, how much time they spent on the site, and much more. This data helps to understand what works well and what needs to be improved for maximum effect.
When analyzing the effectiveness of information product promotion, you should use analytics tools such as Roistat, Google Analytics, Yandex.Metrica and others. The main indicators that you should pay attention to are:
advertising costs;
number and cost: leads, transitions, sales.
Each promotion channel should be linkedin database subjected to separate analysis. This will help to evaluate the effectiveness of any of them, see strengths and weaknesses and subsequently work on mistakes.
Please note! Similar traffic sources may overlap, which makes the process of evaluating the effectiveness significantly more difficult. For example, you are promoting your information product with several bloggers at once, and it is almost impossible to understand which of them gives the maximum effect.
If you have data on expenses and profits for each individual advertising channel, you can easily calculate the Return on Investment (ROI) using the following formula:
ROI = Revenue – Costs / Costs * 100%.
The costs of promoting an information product can be considered paid off if the coefficient is positive.
What to do if the indicators deteriorate:
The first thing to note is the fact that the target audience periodically burns out. The user is oversaturated with advertising content, and those tools that gave excellent results at the beginning of the advertising campaign may show worse results three months later. That is why it is necessary to monitor the indicators daily and promptly make the necessary changes to the online course promotion strategy:
work on a tripwire and/or lead magnet: refine and strengthen the existing one or create another one on a topic that will be of interest to the target audience;
replace the message/call on the landing page;
improve such funnel tools as warming up and pressing the client;
adjust banner images and offers.