Your campaign is running and now you need to determine what’s happening. How do you actually do that?
The SendGrid Ads dashboard breaks down each of your campaigns by the more important metrics to help you understand what your campaigns are doing for your business. See this Knowledge Center article on tracking campaign performance.
To fully analyze your campaign, we highly recommend that you take the time to install the SendGrid pixel and track both people and purchases. This will give you the most possible data with which to analyze your campaign. See this Knowledge Center article on tracking events and purchases.
But, looking at your campaign results is helpful only if you know what to work for. Below are a few questions to think through when analyzing your campaign:
What is your goal?
Making a goal and judging your campaign based on that goal is the clearest way to know if your campaign is working for you.
For example, do you want to get people who didn’t open one of your emails to your website? See if you are getting clicks for that campaign, which is a sign that your customers are making it to your website.
In particular, it is helpful to set your goal before you start a campaign. While you should still set a goal if your campaign has already started, you will get the best analysis of your campaign if you set it before the campaign starts.
What did your campaign do?
Go to the SendGrid Ads dashboard and take a look at the metrics listed there.
What activity has your campaign generated? For example, how many clicks and at what cost-per-click?
As you review your campaigns over time, you will get a sense of what are good results for your company, and what results suggest that you should make a change.
What creative message resonates most with your customers?
Take a look at the creative you tried with your campaigns. Did you run multiple messages at the same time? If so, what worked more than others?
Advertising online should be thought of as a process that evolves over time, and you should make changes to your campaigns based on the results you’re seeing.
What didn’t work?
It may be counter-intuitive, but understand what doesn’t work is equally as important as finding something that does.
Like the famous Thomas Edison quote, “I have not failed. I've just found 10,000 ways that won't work.” (Although, hopefully it doesn’t take that many tries for you.)
What did you try that didn’t work? What about it do you think didn’t resonate with your customers?
By asking these questions, you will start the process of evaluating your advertising campaigns and understand how to best spend your valuable marketing dollars!