Using Symmetrics to measure ad campaign conversions
September 3rd, 2020
Following our BetaList launch, we thought it a good time to start writing some educational bits on how to get the most out of our product. Starting today with how to track and measure the effectiveness and conversions of an ad campaign!
- Conversions & conversion rate: How many signed up?
- Page views & unique visitors: How appealing is our ad?
- Bounce rate: How many left immediately?
- Return rate: How many came back later?
To know this, we’ll need to add a query parameter to the destination URL. For our example campaign, we’re using
fall_2020_campaign as the value:
We’re also going to need a conversion metric. For us, that’s “a signup”, but it can be any similarly measurable event. Here, on our website, this piece of code is run every time a new user is signed up, providing symmetrics with the data it needs:
Let’s get down to business
Once you’ve got a conversion metric you’d like to use, we’re ready to create some widgets. We recommend creating a new dashboard for this! The first widget we’ll create simply counts the number of unique visits we’ve got from people clicking the ads:
Unique visits from ad campaign
Now that we know how to isolate this base metric, we can start riffing out other widgets to give us a more nuanced picture. Here are some more widget ideas:
We will continue writing educational blog posts much like this one. Let us know if you’ve got feedback or ideas for our next post. Until next time! ✌️