In this report, we will outline a tracking system for the Explore GA campaign, which aims to drive targeted paid placements. The goal is to enhance customer engagement, improve conversion rates, and foster brand loyalty through tracking, measuring, and testing key performance indicators (KPIs) for the campaign. The tracking process will use tools like Google Analytics, Google Ads, and social media analytics (depending on the campaign elements),

 

Goals and SMART Objectives for Tracking System

We’ll establish the following SMART (Specific, Measurable, Achievable, Relevant, Time-bound) objectives for the Explore GA campaign:

• Increase Conversion Rate: Increase the conversion rate of visitors from 1.50% to 2.50% over the next 3 months by optimizing the ad creative and targeting strategy.

• Lower Bounce Rate: Reduce the bounce rate from 55% to 45% in 6 months by enhancing user experience (UX) through improved landing pages and website speed optimizations.

• Increase Referral Traffic: Increase referral traffic by 20% over the next 6 months by partnering with 3 relevant influencers in the coffee and travel niche.

• Increase Social Media Engagement: Increase social media-driven visits to the site by 25% in 6 months by producing high-quality content and leveraging organic social media marketing.

 

Key Performance Indicators (KPIs)

To track progress toward the above goals, we will monitor the following KPIs:

• Paid Ad Metrics (Google Ads, Explore GA)

  • Exposures (Impressions): measures the total number of ad views; target of 100,000+

  • Click-Through Rates (CTR): percentage of clicks per exposure; target of 0.15%

  • Conversion Rate: percentage of visitors who convert; target of 2.50% (target increase)

  • Cost Per Conversion (CPC): cost per conversion (i.e. customer); target <$10

  • Revenue Per Visitor: revenue generated per visitor; target increase to $0.50+

• Social Media Metrics (Instagram, Facebook, LinkedIn)

  • Engagement Rate: measures likes, shares, comments, and interactions; target 5%+

  • Social Media Traffic: traffic to website from social media links; target increase by 25% in six months

  • Conversion Rate from Social: percentage of social media visitors who convert; target 1.5%+

  • Referral Traffic: number of visitors from referral sources (i.e. influencers); target increase by 20% in six months

• Website Metrics (Google Analytics)

  • Bounce Rate: percentage of visitors who leave after viewing only one page; target decrease to 45% (current: 55%)

  • Session Duration: average time spent on the website; target increase to 2 minutes+

  • Page Views per Session: average number of pages viewed per session; target increase to 3+

  • Organic Search Traffic: traffic from search engines; target increase by 30% in six months

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Tracking Methods and Tools

Google Ads and Google Analytics:

• Google Ads will track ad impressions, CTR, and conversions directly related to the Explore GA campaign. Google Analytics will provide detailed insights into how paid visitors behave on the site.

• Custom UTM parameters will be used for social media and referral traffic to differentiate sources and track performance accurately.

• Google Tag Manager can be implemented for more complex tracking (e.g., conversion tracking, retargeting, etc.).

Social Media Analytics:

• For social media engagement, we’ll use built-in analytics from platforms such as Facebook Insights, Instagram Analytics, and LinkedIn Analytics. These tools will help track engagement, impressions, shares, and conversions.

• Google Analytics will help monitor referral traffic and the behavior of social media-driven visitors on the website.

Heatmaps and A/B Testing:

• Use Hotjar or Crazy Egg for heatmaps to analyze where users are clicking most often on landing pages.

• Conduct A/B testing for landing page design, ad copy, and call-to-action (CTA) buttons using Google Optimize or other A/B testing platforms. This will allow you to refine the campaign based on real user behavior.

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Testing and Adjustments

A/B Testing:

• Ad Creatives: Test different ad formats (text vs. image vs. video) to see which performs best.

• Landing Page Variations: Test changes to the landing page, including headline changes, CTA button color, or copy.

• Audience Segmentation: Test targeting different audience segments (age, location, interests) to optimize conversion rates.

 

Adjustments Based on Outcomes (scenario-based)

• High Bounce Rates (above 45%) - optimize landing pages (faster load times, more relevant content). Test different headlines and call-to-actions (CTAs)

• Low CTR (below 0.15%) - adjust targeting strategy (test different keywords or interests), change ad creative (image, copy).

• High CPC - optimize bidding strategy, and refine audience targeting to focus on high-converting segments.

• Low Conversion Rate (below 2.50%) - test new CTAs, improve landing page design, or optimize the offer (discounts, incentives).

• Low Engagement Rate on Social - focus on producing more sharable, engaging content (i.e. videos, polls, behind-the-scenes). Partner with influencers for a wider reach.