With millions of dollars being invested in advertising and marketing efforts, businesses need to understand what's working and what's not.
Campaign analytics provide valuable insights into campaign performance, helping you make data-driven decisions and optimize your marketing strategies.
According to a recent study by Forrester Research, companies that prioritize data-driven marketing are 8.5 times more likely to achieve revenue growth of 20% or more. Additionally, a report by McKinsey & Company found that companies that leverage marketing analytics effectively can increase their marketing ROI by 15-20%.
Effective campaign analysis is essential for eCommerce businesses to identify areas of improvement and boost their Return on Ad Spend (ROAS).
In this blog, we'll explore how Graas, an eCommerce analytics platform, can help you measure and improve every aspect of your marketing campaigns with their Marketing Deep Dive feature. Let’s dive right in!
What is Graas Marketing Deep Dive?
Graas’ Marketing Deep Dive is designed to help eCommerce brands with comprehensive insights into their marketing campaigns. This solution consolidates data from multiple sources, providing a unified view of your brand's performance across various sales channels, marketplaces, and marketing platforms.
Graas Marketing Deep Dive goes beyond mere data aggregation; it offers a holistic approach to campaign analysis, enabling businesses to understand the complex relationships between their marketing efforts and sales performance.
By leveraging advanced analytics capabilities, businesses can find valuable insights, identify growth opportunities, and make strategic decisions that drive profitability and maximize return on investment (ROI).
With Graas Marketing Deep Dive, eCommerce brands can stay ahead of the competition by making data-driven marketing strategies, optimizing resource allocation, and delivering personalized experiences that resonate with their target audience.
How Graas helps you in eCommerce campaign analysis?
Effective campaign analysis is crucial for success in eCommerce. Graas provides a comprehensive suite of tools and insights to help you dissect your marketing efforts, moving you towards growth and profitability. Let’s see how it can help you with your campaigns:
1. Compare marketing channel performance
Comparing campaign performance across various marketing channels requires a lot of effort when done manually. Each channel reports metrics differently, making it challenging to gain an accurate understanding of which channels are truly driving better results.
For example, while Google Ads may provide detailed insights into click-through rates and conversion rates, Facebook Ads may focus more on impressions and reach.
Graas, however, streamlines this process by automatically collecting data from all your eCommerce marketing channels and presenting it in a homogeneous format. This unified view allows you to accurately identify which channels are performing better for your business, without the hassle of reconciling different metrics and reporting formats.
With the Graas Marketing Deep Dive, you can analyze the performance of your channels and individual campaigns running on each channel. You can track essential metrics like total revenue generated, ad spend, cost per thousand impressions (CPM), clicks, impressions, click-through rates (CTR), conversion rates, and more. This data allows you to make informed decisions about where to allocate your marketing budget for maximum impact.
For example, let's say you're running campaigns on both Google Ads and Facebook Ads. With Graas, you can easily compare the performance of these channels side by side, taking into account factors like revenue generated and return on ad spend (ROAS). If the data reveals that your Google Ads campaigns consistently outperform your Facebook Ads campaigns in terms of ROAS, you can allocate more resources to Google Ads to maximize your return on investment.
2. Dissect ad campaign components
Understanding the performance of different components within your ad campaigns is crucial for making them more effective.
Knowing how individual elements like ad copy, creatives, targeting, and bidding strategies are performing can provide valuable insights and lead to significant benefits, including:
Identifying top-performing elements to replicate success
Pinpointing underperforming components for optimization or elimination
Making data-driven decisions on resource allocation
Improving campaign relevance and engagement with your target audience
Increasing return on ad spend (ROAS) and overall campaign profitability
Graas provides a comprehensive breakdown of all the campaigns you're running, allowing you to dissect and analyze their performance at a granular level. Whether you're running campaigns on platforms like Meta Ads, Google Ads, or marketplace campaigns on Lazada, Shopee, or others, Graas will list down all your active and paused campaigns.
With the Graas eCommerce analytics platform, you have the flexibility to measure performance at different levels: campaign level, ad set level, or individual ad level. This level of detail allows you to identify specific areas that require attention or optimization.
For example, if you're running a campaign on Facebook Ads, Graas can reveal that one of your ad sets is significantly underperforming compared to others, despite having a similar target audience and budget allocation. By diving deeper into the ad-level data, you might find that a particular creative or ad copy is causing poor performance. With this insight, you can make informed decisions, such as pausing or modifying the underperforming ad or reallocating resources to the top-performing elements.
3. Keyword performance analysis
Keywords are the bridge that connect your products or services and your brand with your potential customers. However, there's often a gap between how your target audience discovers your business and the keywords you're actively bidding on.
When your decision-making is based on intuition rather than experimentation, it can lead to suboptimal keyword choices, hindering your ability to reach the right audience effectively.
Graas allows you to experiment with different keywords for your campaigns and measure their reach and return on ad spend (ROAS). This data-driven approach helps you identify the best set of keywords to run your branded campaigns, ensuring that your marketing efforts are targeted and impactful.
With Graas, you gain insights into the keywords you're running your campaigns on, as well as the search terms using which customers discover your campaigns. You can filter these keywords based on your stores, allowing for targeted analysis and optimization.
Moreover, Graas allows you to split channels, providing a granular view of how a specific keyword or search term performs across different marketing channels. By splitting channels, you can assess the performance metrics, such as impressions, clicks, conversions, and revenue, for each channel containing a specific keyword or search term. Having all this information at your disposal allows you to fine-tune your keyword choices and place you bet on the one with the highest probability of conversion.
4. Creative performance analysis
Creatives play a crucial role in capturing attention, driving engagement, and ultimately converting prospects into customers. The effectiveness of your ad creatives can significantly impact the success of your campaigns.
Here are some key benefits of optimizing ad creatives:
Increased click-through rates (CTR) and engagement
Improved brand awareness and recognition
Higher conversion rates and revenue
Better targeting and relevance to your audience
Differentiation from competitors in a crowded marketplace
Graas' Marketing Deep Dive allows you to monitor each creative along with its associated marketing metrics, providing a comprehensive view of their performance. These metrics include return on ad spend (ROAS), click-through rate (CTR), cost per click (CPC), the number of ads in which the same creative is used, and conversion rates based on creatives.
Graas eCommerce campaign analytics platform also allows you to sort creatives based on performance. If your goal is to increase brand awareness, you can sort the creatives by impressions and replicate the top-performing ones for your new campaigns. Conversely, if driving conversions is your priority, you can sort by conversion rate or ROAS to identify the most effective creatives.
Of course, achieving desired results goes beyond just optimizing creatives; it also requires selecting the right keywords and targeting strategies. With Graas' campaign analytics, you can holistically analyze and refine all aspects of your campaigns, from creatives and keywords to targeting and bidding strategies, ensuring that your marketing efforts are data-driven, efficient, and highly effective.
Graas is the answer to all your campaign analytics problems
As we mentioned, relying on intuition or guesswork can lead to suboptimal outcomes, wasted resources, and missed opportunities.
With a data-driven approach, you can maximize the effectiveness of your campaigns, increase your ROI, and gain a competitive advantage.
Graas Marketing Deep Dive allows you to make informed decisions at every stage of your campaign lifecycle. From selecting the right keywords and optimizing creatives to analyzing channel performance and dissecting campaign components, Graas provides a comprehensive view of your marketing efforts.
It gives you an option to view you data as trends and heatmaps to help you identify problems and pinpoint what's working.
With Graas, you can avoid the pitfalls of intuition-based decision-making and instead leverage the data-driven insights to make better decisions.
By understanding your audience's search behavior, monitoring the performance of your ad creatives, and optimizing your campaigns based on hard data, you can increase the chances of positive outcomes and steer clear of negative factors that could hinder your success.
Don't leave your eCommerce campaigns to chance. Take control of your marketing efforts with Graas Marketing Deep Dive. Sign up for a free today!