Demand generation is about creating experiences that accelerate revenue. With Uberflip, every marketing channel and tactic leads to a destination you build within our platform. Uberflip Analytics shows you engagement by campaign based on Urchin Tracking Module (UTM) parameters and the rate at which those campaigns are converting, so you can optimize content consumption and get visitors through the buyer journey faster.
This post will focus on how to measure demand generation performance using Uberflip.
1. Top-Performing Campaigns
To see your top-performing campaigns start in the Campaign Performance Dashboard. There you’ll find your top-level summary metrics showing you the campaigns (based on UTM parameters) and the sources that are delivering the most engagement and conversions. Look to see which campaigns are getting you engagement broken down by number of visitors, pages per session, and conversion.
Tip: Use the filter feature to isolate campaign performance even further. Choose from a number of filters such as date, item tag, item type, Hub, and more.
2. Analyze Engagement
See what campaigns are giving you the most engagement by looking at these key metrics: bounce rate, pages per session, and time on page.
If you are seeing low bounce rates and high pages per session from a particular campaign, you should focus your efforts on scaling it—either do more of the same or launch new campaigns that are similar in nature. Similarly, time on page is another metric you can use to judge campaign engagement. It’s important to consider this metric relative to the content experience you have designed. Are there a lot of content assets or only a few? This will help you judge if the results are positive or negative.
Tip: Look at the difference between new and return visitors. What campaigns are causing visitors to come back? This is an indicator of valuable content. It’s worth asking yourself: What are the characteristics of these campaigns? Are there any patterns in terms of targeting, content type, or audience?
3. Campaign Summary
At the bottom of the Campaign Performance dashboard is a table containing a detailed view of all the metrics in the dashboard broken out by campaign. This is a great view for seeing all campaigns in one place. Use the sort feature to:
Sort in ascending order by items per session to show which campaigns are driving bingeing. These are great campaigns to keep investing in.
Sort by descending order to show the worst-performing campaigns. Be sure to keep an eye on the “sessions” and “unique visitors” when sorting since insights only matter when there is significant enough traffic.
Sort by form CTA conversion to see the campaign(s) driving conversion. Look at the conversion rates to see how different campaigns compare to one another
The Campaign Performance dashboard is your one stop in Uberflip Analytics to understand and measure the key metrics that influence overall campaign performance. Understanding what’s working and what’s not equips you to make better data-driven decisions.
For more information and other tips, speak to your Uberflip customer success manager.