Marketers Guide To Tracking Print Campaigns: Google Analytics
Have you ever wondered how you could track the effectiveness of your print collateral?
Sounds nearly impossible, however, there are ways to integrate your print collateral into your company’s analytics software to track effectiveness of print collateral. Now, that’s what you wanted to hear!
QR codes and PURLs (personal URLs) are great for steering traffic to your domain, but what happens from there? You want the ability to see if that new traffic is converting into sales. Right? I know that would be my goal…
Currently there is software available to printers to help track ROI on print. XMPie creates a nice package called Personal Effect Analytics. These software packages are expensive and I don’t see a printer investing in this because they can not charge this back to the client.
All corporate marketing departments now have Digital Marketing Managers. The DMM already have very robust analytics software that monitors EVERYTHING. You wouldn’t believe the data that is tracked. Everything is tracked to a penny. That’s why the web is so awesome.
This is why print is a bad idea in their minds. It’s throwing money out the window to them when they can simply create an Adwords campaign and watch conversions.
If I were a print rep, I would buddy up with DMM and integrate my print work with their analytics software.
This is done through Multi-Funnel Channels.
By creating a unique directory (www.sample.com/multi), associated to each print piece, a cookie will be placed with the visitor when they arrive on this landing page. The visitor will be tracked until a conversion (sale) occurs. Visitor history data will analyze path length, time lag and top conversion paths. Now we have true data to analyze and see the value of print.
This is known as Assisted Conversions.
Stay tuned. I will be demonstrating exactly how to do Assisted Conversions in Google Analytics in the near future. If you want to know now, please feel free to drop me a note HERE and I can demo for you.
As far as QR codes, they are an ‘extra step’ and it’s hard to get people to load an app and then scan. There are too many variables such as poor wifi service that can create a poor user experience. I just visited a printer last week that printed 100k cards with a QR code that didn’t work. They didn’t maintain the 4:1 pixel ratio for border when the code was placed in a solid black background.
Guess who paid for the reprint????
Would tracking print collateral allow you to do more printing? Please leave a comment below…