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To Measure Media Campaign Effectiveness
HOW TO USE
METRIC-BASED ANALYTICS
FIRST THING’S FIRST:
What are my goals?
• Brand awareness
• Provide information
• Increase conversions such as purchases or leads
What do I want my media to achieve?
What do I need to
measure?
Start With Views
• Played
• Viewed
• Traffic
Then To Engagement
• Social shares
• Comments
• Likes, pins, favorites, etc.
• Time on site
• Time played
• Bounce rate
End With
Conversions
• Leads
• Downloads
• Purchases
OKAY, SO YOUR COMPANY PROBABLY ISN’T A MAJOR FILM STUDIO…
AND JENNIFER LAWRENCE ISN’T STARRING IN YOUR VIDEOS.
Where do I start?
Place tracking codes on your
videos
Add event tracking Add URL tracking
IT’S MIGHTY DIFFICULT TO MEASURE
YOUR CAMPAIGN WITHOUT ANY
NUMBERS!
Add social share buttons next to videos and images
Publish videos on
your website
Publish videos/images
to YouTube and social
networks
How do I measure?
• Analyticso Google
o YouTube
• Trackingo Code placed on your site
o Code attached to URLs you share
• Shareso AddThis
o ShareThis
MEASURE USING
Google Analytics
Events Overview
Analytics > Reporting > Behavior > Events > Overview
Video Events
Events Flow
Analytics > Reporting > Behavior > Events
MEASURE USING
YouTube
OverviewSee how your campaign is performing
Demographi
cs
Identify which
audiences you
are currently
reaching.
Playback
Locations
Identify where your
viewers are watching
your media.
Remember when we talked about views? You can see them here, too.
Traffic
Sources
Identify how your
viewers are
getting to your
media.
Devices
What technology
are your viewers
using to watch
your videos?
Audience
Retention
Measure engagement
levels from your
viewers.
Likes & Dislikes
How do viewers
receive your
campaign?
Subscribers
Do you have any
fans?
MEASURE USING
ShareThis
Social Trends
Analyze sharing
engagement trends
Social Quality
Track your media’s
online value with
Social Quality Index
Jeremy, that’s your cue to
wrap it up and take a bow.
(Seriously. Stop talking, dude)
