One of the first things every new marketer is taught is: If you want to scale your marketing campaigns, you need to get exceptionally good at tracking them.
In other words, you can burn through a lot of money very quickly without getting a worthwhile Return On Investment (ROI) if you don’t have in depth tracking in place. It could be argued that tracking is essential to the success of the marketing campaign.
Why is tracking so important?
The whole goal behind tracking is to get a big picture of how customers respond, what exactly it is they respond to, what type of customer responds, etc.
Once you have such data, you can start narrowing down who you market to, how exactly you market to them, and ultimately how you can get the best return on your investment. It’s all about developing patterns.
Patterns basically say “we know that this type of customer responds best to this and not that. So by having this ad targeting this type of customer, we can greatly improve the responsiveness of the customer while also investing less to make it happen.”
So ultimately, for the long term success of any advertising campaign, tracking is a must.
If you don’t track how much getting each customer costs you, you can easily spend more on getting the customer than what the customer is actually worth to the business. By tracking every little detail though, you can easily scale down the cost per customer acquisition while increasing the lifetime value of the said customer.
How to track marketing campaigns
Depending on the type of marketing campaign you run, you might want to use different tracking tools.
Most advertising platforms have their own internal tracking systems. Think Facebook Ads Manager or the Adsense Keyword Tool system. By all means utilize the system being offered by your marketing platform, but also use different on site trackers if you can.
A popular one that can be used for just about any type of marketing campaign, is Google Analytics.
If you do search engine marketing (SEO), you will want to use a SERP tracking tool. Basically a tool or service that tracks where you rank for specific keywords or search phrases. This here is a review of a popular SERP tracking service.
There are dozens of different tracking tools for just about any type of marketing, so make sure you research which one fits your campaign best.
No matter the type of marketing campaign you run, make sure you do in depth tracking. You can’t scale what you don’t track, but if you track enough campaigns over an extended period of time, there is no limit to how far a campaign can be scaled.
Always track each marketing campaign and adjust according to what the data tells you. From my experience, if you tweak campaigns enough with the data (your tracking provides you) in mind, you can very quickly scale the growth of your business in both customer acquisition and profits.