Paid Acquisition Week - Win #4

Set the top 5 events to measure for each campaign

Value:

Set clear goals defining how you want users from paid campaigns to behave on your site. Doing so will allow you to more effectively evaluate the results of each campaign.

Understanding how each of your paid campaigns performs can be tricky. Because numbers provided by Facebook and Google are based on their individual attribution models, these numbers don’t always match your actual results. To really know how visitors from each campaign behave on your site, use Oribi in conjunction with UTMs.In this win, you’ll learn how to measure the behavior of visitors who come to your site through paid campaigns. You’ll also learn how to measure visitors’ intent level and, more importantly, their conversion rate.
Here’s how to do just that in 3 steps:
Step 1:
Create a list of your main campaign types and the top event for each.
For each campaign type you list, write down which events you want the responding visitors to perform. Start by understanding your business goals. Usually, the main event is a conversion (e.g., a signup, a purchase, etc.). But there are most likely other steps and activities along the way that you’ll want visitors to perform as well. For reference, use this list as inspiration to create one of your own. Try to think of all the events that indicate high intent or which could result in a conversion later on. For example, a visit to your pricing page means a visitor showed real interest in your service.
Step 2:
Mark the 5 events that appear most in your list.
The goal of Step 1 is to identify and list all the actions you want visitors to take. Now narrow down the list. Pick 5 events to be your North Star for measuring paid campaigns. Some events might only be relevant to certain types of campaigns. That’s perfectly fine!
Step 3:
Create these events in Oribi.
By now, you’re (probably) pretty familiar with Oribi’s Magic Events. You’ve likely already created some of your top-5 events that appear on your list from Step 2. If there are some you haven’t created yet, now’s the time. Need help creating Magic Events? Check out this guide.

What's next?

Now comes the fun part—drawing correlations between your campaigns and your top events!
Go to the UTMs section in Oribi (located under Channels). There, you’ll see a list of all the Magic Events you’ve created, including the top 5 from Step 3. Choose a UTM representing a main campaign, and look at how many visitors coming from that campaign performed each event. You can also toggle between Count and Conversion Rate to see which percentage of visitors performed each event. The rate metric will help you evaluate the effectiveness of each campaign. 
For example, let’s say you run two different campaigns with every sale or discount. In response to Campaign #1, 20% of visitors proceed to check out with sale items. But for Campaign #2, that figure is only 5% of visitors. The percentages tell you that the Campaign #1 content/CTA works better for conversions, so you’ll want to use similar content/CTAs for other campaigns.
If you’ve only just started using UTMs, you may not have enough data to view the numbers just yet. But once you’ve had a UTM-tagged campaign running for a while (e.g. a few days), head to the UTMs section in Oribi. There, you’ll see what visitors do after they arrive at your site from that campaign. It’ll be worth waiting for! 😉