How to Track the ROI of Your Online Advertising Campaigns

Over the last two years, advertisers have been pushing hard to find new ways for ROI in advertising. One such way is through data tracking that allows user interactions and conversion rates of different marketing campaigns to be measured against each other. This gives marketers a better understanding of which strategies are working best with their audience’s interests as well as what they can do differently next time around if need be.

The “digital marketing campaign analysis” is a way to track the ROI of your online advertising campaign. It helps you understand how well your campaigns are performing and what changes can be made to make it better.

You’ve just launched a new AdWords campaign.

You’re attempting to get some quick, simple sales on your website.

You rapidly discover, however, that you have no way of knowing whether or not those visits are converting. You have no idea whether you’re squandering your hard-earned money.

You’re not the only one who feels this way.

76 percent of marketers are still having trouble calculating the return on their efforts.

Even worse, when marketers believe they are measuring the efficacy of their ads but are really doing it incorrectly.

So far, it seems and feels as though they are on the correct route. Budgets are being wasted, and outcomes are still behind.

Here’s how you begin measuring the results of your internet advertising initiatives.

Outline For Your Campaign, What Is a “Conversion”?

It’s not easy to keep track of conversions.

It’s not as simple as most people believe.

The first step in measuring an internet advertising campaign’s return on investment is to define the campaign’s objectives.

Are you attempting to increase brand recognition? Do you want to increase e-commerce sales? Consultations? Are there any free trials available?

Conversion monitoring may vary greatly depending on your objectives.

A conversion for e-commerce sales, for example, may be measured without any effort.

Ads may reveal precisely what a consumer purchased and how much you paid to attract that customer.

But what about free trials or consultations?

It’s not a sale when AdWords reports a conversion for your campaign.

This means you haven’t seen a return on your investment yet. When someone registers up for a consultation, your bank account does not grow.

As a result, the conversions aren’t complete.

If you’re not monitoring anything measurable, like things sold or likes on your Facebook page, you need start with some simple arithmetic.

You can build up a simple equation to give them value if you’re looking to acquire consultations (or other similar conversions) that don’t have a cash number to relate back to:

Per Lead Value = (Average Closed Lead Value X Rate of Lead Close)

This simple calculation can help you determine how much a lead is worth in your company, making it easy to link conversions to ROI.

Create a Google AdWords tracking account.

It’s vital to set up Google AdWords conversion monitoring properly if you want to measure your ad ROI.

It allows you to keep track of how your campaigns are doing and whether or not they are succeeding.

Open your AdWords account and go to the conversions area to get started:


You can start putting up conversion tracking features for different areas of your campaigns right here.

You have many possibilities, ranging from basic call data through website conversions:


To monitor conversions, you may require more than one of these items, depending on your campaign.

If you want to run AdWords advertisements with call-based extensions, for example, you’ll need more than simply website tracking.

How-to-Track-the-ROI-of-Your-Online-Advertising-CampaignsTo get started, choose the element you want to monitor.

Your website conversions, or those that purchase a product or convert on your site, will be the most prevalent.

To make it easier to remember, choose a tracking type and give it a name and a category:


After that, you’ll want to enter some basic numbers under “Value.”

Remember the equation from the last section?

If your product or service isn’t a direct sale, such as e-commerce, you’ll want to use the lead value as the conversion value.

This will provide you with some quick ROI information without having to go through each transaction.

Save the conversion tracking element after you’re finished, and then install your tag.

I can see you’re already giddy with delight. I know it’s thrilling, so keep it down.

Now scroll down to the “Event snippet” box, where you may choose between two options:


The Page Load option will be the most prevalent.

This basically implies that AdWords will record every time someone visits a page as a conversion.

The trick is to insert this tag on the appropriate page.

Your conversion statistics will be illogical if you put it on your landing page.

You should put it on a thank you page that a user will see once they’ve completed a conversion.

As a result, whenever someone fills out a form on your website, they should be led to a thank-you page. That is where the tag should be placed.

Simply paste the code into the top of your thank you page, and your campaign will be tracked in real time.

If you wish to double-check that your tag is installed successfully, you may utilize the Google Tag Assistant:

Voila! That is all there is to it.

You may now start tracking the foundations of AdWords ROI.

That’s not all, however. This is just the first step in calculating the return on your advertising investment.

It’s time to get down to business.

Configure Facebook Pixels

Because of the many alternatives available, Facebook advertising is fantastic.

The possibilities are almost limitless. You may construct campaigns to achieve practically any objective.

However, this is a part of the issue as well. It’s difficult to figure out how likes, comments, awareness, visits, and clicks convert into new paying clients.

To begin, set up tracking scripts in the same way you would for AdWords.

This is the only method to begin gathering preliminary information on how your campaigns are doing.

Go to your Facebook Ads Manager and click “Pixels” under the Assets section to begin monitoring your Facebook Pixel:


To get started, click the green “Set Up Pixel” button:


Facebook is simple to use since it has a plethora of connectors that make setup a breeze:


You can do it yourself if you know how to install code.

If you don’t have one (or if you’re lazy like me), go with the first choice.

Once you’ve completed the integration, return to the Ads Manager and check for a confirmation in the upper right corner:

1654191210_506_How-to-Track-the-ROI-of-Your-Online-Advertising-CampaignsThis pixel script will teach you how to get started. You’ll begin to see who is responsible for what on your website (and how it all relates back to your original ad campaigns).

However, before you can get any ROI information, you’ll need to go a step farther.

Let’s get started.

Use UTM Codes to Your Advantage

UTM codes ‘tag’ your URLs to provide you with additional information about where your visitors are coming from.

Let’s pretend you’re conducting paid marketing on Twitter with an influencer.

They are republishing a handful of your blog entries on a daily basis in order to increase traffic and revenue.

However, when you check at Google Analytics, all you see is this:

1654191211_885_How-to-Track-the-ROI-of-Your-Online-Advertising-CampaignsGreat. This is inconvenient since you may be conducting many of these campaigns simultaneously. Alternatively, your traffic might just be large and diversified.

There’s no way to tell which activities or marketing are responsible for the sessions. That is, you have no idea if your efforts are successful or not.

To correctly monitor each visit, UTM codes enable you to add tracking data such as source, medium, campaign, and even keywords to your URL.

Here’s an example of what a finished UTM may look like:


When you start adding UTM codes to your data in Analytics, this is how it will look:


You can now identify how the traffic came to you, why it’s coming to you, and where it’s coming from.

So, how do you go about doing this?

There are a few approaches you may take.

Go to Google’s UTM builder if you’re running a modest ad campaign and just need to monitor a few links:


Fill in the required tracking tags, such as campaign source, medium, name, and keywords, on this page.

Simply put the final URL you wish to monitor into the “Website URL” area, and your new URL will be generated.

Use this in your next campaign to improve your Google Analytics statistics.

There is a shortcut if you run a lot of AdWords advertising and don’t want to create fresh UTM codes for each landing page.

Navigate to your shared library in your AdWords account.

Select the URL options tab in your preferences from here:


Then make sure auto-tagging is turned on. Here’s where you may insert UTM information: go to “Tracking Template.”


Enter {lpurl}, then a question mark, and then any ValueTrack parameters you want to use, separated by ampersands (&).

Let’s imagine you wanted to know where it came from and what campaign it originated from. You’d put a string like this in there:

{lpurl}?ads cmpid={campaignid}

This will allow tracking at the account level, eliminating the need to establish UTM codes for each new AdWords ad you produce.

Keep tabs on your phone calls

It’s time to bring everything together now that you’re monitoring basic conversion statistics on the biggest advertising networks, as well as more laser-focused link tracking.

You’re losing out on a critical piece of the jigsaw if you don’t have phone call data.

Phone calls account for a large percentage of AdWords conversions.

Why? When someone wants to make a reservation for anything like a consultation or a hotel stay, they often phone.

It’s simple, particularly when using a mobile phone.

But what if this is the only thing you see in AdWords?


You’ve got nothing to show for it in terms of who converted or where they came from.

It’s crucial to keep track of offline happenings if you want to be successful.

If you’re receiving a lot of phone conversions, you’ll want to know which ones came from advertising and which ones came from organic visitors.

Otherwise, deciding whether you should spend your money on SEO or PPC is a guessing game.

CallRail is one of my favorite tools for monitoring call statistics.

On your site, you may create keyword pools that provide each user their unique monitoring data.

Instead of 1,000 users seeing your regular business line, CallRail uses dynamic number insertion to provide each user their own phone number.


As a result, you’ll be able to follow each person as they go through your marketing funnel.


You can see how they arrived to your site, the keywords that led them there, and the landing page they visited.

For even better conversion monitoring, you may record phone calls.

If you wish to link your advertising efforts to their ROI, you’ll need to monitor everything.

That includes things like phones, which are tedious and old-fashioned.

And sure, companies are still referred to as businesses (as much as we hate it).


What’s the first thing you do when you start a new web advertising campaign?

You can be making a major error if you don’t set up conversion monitoring.

Understanding how effectively your internet efforts are doing necessitates tracking return on investment.

To begin, define what a conversion implies in the context of your campaign.

Is this an e-commerce straight sale or a consultation?

The objective is to link your efforts to return on investment (ROI) and to recognize that a conversion isn’t always money in your pocket.

Then, with the main advertising channels, put up tracking scripts.

These are required for the collection of crucial data.

Be sure to Use UTM Codes to Your Advantage to get insight into where your traffic is coming from.

Lastly, Keep tabs on your phone calls. People often forget how important call tracking is for getting an understanding of ROI.

Do you want to show that your marketing activities are worthwhile?

That is something that clicks do not reveal. Leads, opt-ins, and consultations don’t count. Revenue is the only thing that matters.

Author Information: Codeless, a B2B content development firm, was founded by Brad Smith. Kissmetrics, Unbounce, WordStream, AdEspresso, Search Engine Journal, Autopilot, and other publications often publish my work.

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The “roi tracking meaning” is a complicated and difficult term, but it can be used to measure the effectiveness of an online advertising campaign.

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