You are multiplying your marketing efforts, but are struggling to measure their profitability? You already know how important ROI is for assessing the effectiveness of your campaigns, but you do not know how to concretely analyze the results generated? By mastering the calculation of your ROI and using the right tools and indicators, you are more likely to optimize your strategies. Here are the 3 steps to track, analyze, and improve your marketing efforts. Everything you need to turn your efforts into results! ?
Start by defining your sources
Link acquisition source and revenue
Start by defining your sources
To optimize the measurement of your ROI, it is crucial to clearly identify the sources through which your users come into contact with you, whether through your website or other channels such as newsletters, events, or word of mouth. Setting up a tagging plan including UTMs is essential for tracking on your website. These tags will help you determine where your visitors come from, whether in terms of traffic, acquisition, or leads. This method not only makes it possible to understand how your marketing campaigns are performing overall, but also to identify the most effective strategies, even those that are not directly related to your website.
To set up UTMs
To set up UTMs, you need to configure them. UTM parameters are placed at the end of the URL after a question mark, without affecting access to the page. They generally consist of 3 main parameters (utm source / media / campaign) used to characterize the medium and the campaign used.
For example: ?
https://www.exemple.com/produit?utm_source=newsletter&utm_medium=email&utm_campaign=vente_hiver
Create a tagging plan for your UTMs
Creating a tagging plan for your UTMs consists of developing a mapping. You will define the different acquisition sources (LinkedIn, SEO, Twitter, Facebook, etc.), as well as the criteria associated with each source. This plan includes the following parameters:
UTM Source: the origin of the traffic.
UTM Medium: the means by which the message was delivered.
UTM Campaign: the name of the campaign.
UTM Term: the associated search terms.
UTM Content: the content that prompted the click.
Link acquisition source and revenue
Your acquisition sources are generally very diverse and can often be synchronized. With Google Analytics, you can not only examine your reports in detail by source, but also assign a value to each channel and assign revenue to it. This analysis helps you optimize your marketing strategies based on the performance of each source.
Synchronize CRM and marketing automation
For better centralization of your customer data, synchronize your CRM with marketing automation software (if you have not already done so). ? This makes it possible to precisely attribute the results of your campaigns to the actions you have taken. You will then have a clear and measurable view of your ROI.
Generate reports by acquisition source
Now that the acquisition source of your contacts and/or companies is entered in your CRM, all you have to do is use the reporting features to display the revenue generated by acquisition source!
Analyze ROI by source
Now that you have defined your sources and linked your acquisition sources to your revenue, you will be able to analyze ROI by source.
How to measure the ROI of a campaign
- Calculate the total costs of the campaign that has been implemented
- Determine the number of leads generated by the campaign
- Estimate the monetary value of qualified leads (do a calculation)
- Calculate the profits of the campaign
- Calculate the ROI
Calculate the returns on your acquisitions
To analyze the returns on your acquisitions, start by exporting the revenue report to your spreadsheet. Add an “Investment” column, then another for “ROI”, using the formula: Revenue ÷ Investment = ROI. This allows you to easily see which channels are the most profitable and adjust your marketing budgets accordingly.
Measure your marketing and adapt your next actions
You know how much investment 1€ of revenue costs you, precisely by attribution channel. It is up to you to pull the right levers to improve your margin!
To assess the profitability of your marketing efforts, identify your acquisition sources, link conversions to revenue, and calculate ROI by channel. Regularly analyzing this data will help you optimize your campaigns, adjust your strategy, and improve your performance while controlling your costs.
