How Digital Marketing Makes It Easy to Track Advertising Results

To make the most of a limited advertising budget, you need to know what’s working and what needs work. Digital marketing makes it easy to track advertising results so you can see the impact of your ads on website visits, forms completed, or donations made.

At Connect360, we combine traditional PSA campaigns with digital marketing because we know that nonprofits with important messages to share often want people to move beyond awareness and take action. Here are some of the ways we track the results of digital advertising campaigns.

Why Digital Advertising Results Matter

Whether you have $80,000 to spend on advertising or $8 million, you want to know that your money is being spent wisely. Digital marketing campaigns give the granular results reporting you need to make smart advertising decisions. With customized URLs, Pixels, and demographic reporting data, you can get detailed insight into who is responding to your ads.

These results help you tell if your campaign is succeeding with the audience you’re trying to reach. Not only can you see whether your Spanish language advertising is working as well as your English language ads, you can also tell whether you’re reaching more men than women and how old those people are.

With this granular data, you can make an informed decision about whether to rework creative elements of your campaign, or adjust your targeting criteria. You might decide to double down on your investment, or rebalance your campaign spend.

Here’s how granular reporting of digital advertising results works.

Three Ways to Track Digital Marketing Results

Every digital ad campaign starts with targeting. You choose the age, gender, location, and other key characteristics of the people you want to reach with your campaign. Then, we set up tracking tools so you can see how these people are responding to your ads.

Three key options help you track digital marketing results across your campaign. You can use one, some, or all of these tools

• Custom Ad Links – Track results by demographics and geography with custom advertising links that are used for specific target audiences. For example, one of our clients had five schools they wanted to advertise to people in different areas. By creating custom ad links for each one, we were able to deliver granular reporting on how each area performed.
• Pixel Tracking of Digital Campaign Traffic – Pixels are bits of code inserted into your website to track where people are coming from and whether they completed the specific call-to-action for your campaign. By using pixels for one client, we were able to attribute more than 3,000 new email membership sign-ups and nearly 300 donations directly to their digital ad campaign.
• Platform-Based Metrics – These metrics are built into various marketing platforms including social media, Google Ads, audio streaming and CTV platforms. Each platform is a little different and it can take time to hunt down all of the information you’re looking for across multiple platforms. This is where our custom advertising reports come in handy

Customized Advertising Results Data Reporting

Having the right data is one thing, knowing what to do with it is something else. The sheer volume of data available for digital ad campaigns can be overwhelming if you’re not already an expert in the technology. Fortunately, with Connect360 on your side you have all the expertise you need.

We provide custom ad results reports that focus specifically on the metrics that matter most to you. Need to see what percentage of your budget helped you reach BIPOC parents with kids aged 12 to 25? We can pull out that data and display it in a handy chart.

Custom advertising reports cut through the noise to give you the information you need most. Then, we’ll help you use that information to make informed decisions about targeting and ad spend.

Maximize Results for All Types of Campaigns

Paid and value-added digital marketing campaigns can deliver impressive results. Yet, we’ve found they work best as part of a mixed strategy. Instead of focusing entirely on digital, many of our clients combine digital marketing with a traditional PSA campaign. The increased awareness from a traditional PSA makes people more likely to click on ads or visit your website.

You can even use some digital tracking tools to help measure the impact of a traditional advertising like Homes for Our Troops did with their most recent campaign. They built a required field into their donation page that allowed them to track whether donations came from individuals who had seen or heard their PSAs. The results included more than $380,000 in donations that could be directly attributed to the Connect360 managed campaign.

Take a closer look at how campaign tracking helps organizations reach their marketing goals with this Reynaud’s Foundation case study.

If you’re considering combining traditional PSA advertising with a digital campaign, contact the experts at Connect360. We’re here to help with strategy, setup, distribution, and tracking of your PSA.

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