The first step in any analytics platform is to ensure that all of your team members have access to the information. This includes Marketing Team members, Key stakeholders, and Managers. ClickMetrix is designed to be intuitive and to ensure those that are highly competent in Analytics, and those that are not, are able to navigate and gain actionable insights.
If you outsource some or all of your Marketing efforts, it is best to ensure that those Partners have access as well. You can provide them access that will match their level of need while keeping the lines of communication open. Additionally, you can schedule reports that are relevant to them.
Equally important, is to avoid analysis paralysis. This happens when too many reports are being sent to anyone. Some reports are important to some users more than others. The best way to determine this is to have an open dialog with them and to remind them that additional reports can be sent later or less frequently. Of course, you can always discontinue a report if needed.
The next step is to align ClickMetrix with your goals. It is recommended to divide your campaigns into two groups. Branding and Converting.
Branding campaigns are designed to get the attention of the consumer. This helps to keep the product, business and Manufacturer in front of the customer to begin awareness, and develop their attention towards consideration. It will also start them towards the intermediate goal of interest. This is measured in two ways. Exposure and specific engagements.
Exposure is often measured in Impressions. This is the number of times that your ad has shown to a single person. Certainly, it would be better to spend $100 and get in front of an relevant audience of 100,000 people as opposed to spending $1,000 to get in front or 10,000 people. In some aspects, impressions are estimated such as Billboards, Newspaper ads, radio and TV but still can be calculated on a CPM or cost per 1,000 impressions. In example, if a billboard ad has an estimate of 1,000 drive-bys per day and costs $1,000 per month, it would have a CPM of $.03. Of course, there is no way to measure who has seen the billboard ad, It is also not easy to calculate how many of those people are unique or even in the market, or soon to be in the market to purchase your product. It is shown that promotive the business before a consumer is in the market will increase the potential of consideration.
On the website, every click and interaction can be measured. The ClickMetrix team can assist you if you are not sure how to measure or if you are unsure what to measure in this step. When people are in the Consideration and Interest stage, This could include looking at window stickers, VDP views, calculating payments and even getting trade values. Note that some of these occur in both Converting and Branding campaigns!
Regardless of what branding campaigns you are running, these can be flagged as branding in the ClickMetrix admin panel. This will allow you to measure this differently than you would conversions.
This also is true of Converting campaigns. These behaviors are the start of a conversation with the business. Leads, Calls, Chats and Texts are the most prominent. The important thing here is to ensure that each and every contact point is sending events to GA4 and that they are not duplicating. It is really important to test this using Debug view in GA4. Once these are distingued and marked as a conversion in GA4 they will be available in ClickMetrix to show in the reporting.
Once you have a baseline to work from, connecting to ClickMetrix is easy. ClickMetrix offers a full integration with GA4 and Google Ads. To connect you can either use the Google Account Single Sign on (provided you have access to GA4 / Google Ads. Alternatively, access can be provided to ClickMetrix by adding them as a viewer. This is especially helpful if you do not have ownership of the account and need to request access from a Partner.
Now you are ready to start measuring and finding the opportunities that exist in your data! Please feel free to reach out if you have any questions!