1. TRACKING AND
We bring brands and people together 1
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2. MAP THE JOURNEY
THE USER WILL TAKE
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3. UNDERSTAND WHAT
CAN BE TRACKED
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4. MEASUREMENT
FRAMEWORK
GOOGLE
• Add Google Analytics to your site
• Start using campaign tags on all your traffic
• Set goals on your apply button, although
these can be set up on virtually any part of
your website.
• Segment your traffic by source, medium.
• Track and measure visitor activity against
segments.
• Measure performance against your goals.
• Start moving beyond the last click and
measure assisted conversions.
• Test, optimise and repeat.
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5. MEASUREMENT
FRAMEWORK
EYEBLASTER
• Use Eyeblaster to display advertising
inventory.
• Track engagement with creative.
• Test and optimise creative in real time.
• Manage targeting and retargeting
advertising.
• Start moving beyond the last click and
measure assisted conversions through
impressions.
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6. 01 www.yoursite.com/?utm_source=job_board&utm
_medium=listing&utm_campaign=campaign_na
CAMPAIGN TAGS
me
•Track jobseeker
engagement with the
career website by using
campaign tags. utm_source=job_board
•What does a campaign utm_medium=listing
tag look like? utm_campaign=campaign_name
(utm_content=premium)
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7. 02
kpmg.co.uk/fmcareers points to:
OFFLINE INVENTORY
www.kpmg.com&utm_source=fmcareers&u
•Track visits by using tm_medium=redirect&utm_campaign=finan
custom URLs. cial_management_2011
utm_source=fmcareers
utm_medium=redirect
utm_campaign=financial_management_2011
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8. 03
bit.ly/Gfsr4R5 points to:
SOCIAL MEDIA
www.kpmg.com&utm_source=twitter&utm_
•Track visits by using medium=tweet&utm_campaign=social_me
campaign tags when dia
shortening URLs or posting
content on social channels. utm_source=twitter
utm_medium=tweet
utm_campaign=social_media
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9. 01 02 03
Track: Track: Track:
• Retweets by post • Shares / likes by • Viral reach of posts
• Clicks post • Clicks
• Clicks
Tip: Tip:
Use Buffer and own Tip: Use bit.ly to wrap your
bit.ly account for Don’t forget to add URL and campaign
accurate analytics. campaign tags to the tags together.
URLs you are sharing.
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10. 04
Track:
• Where plays are
generated
• Average view
duration
• Clicks
Tip:
Use custom URLs to
drive traffic.
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11. http://uk.linkedin.com/in/stevenlopresti
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