How can I measure the impact of my marketing campaigns?

Tier: Basic, Professional, Enterprise 

Overview

Promoting your platform is essential for a successful implementation and ongoing site adoption and usage. Sharing your social care platform empowers staff, community partners, and people looking for help to search and connect to resources both on their own and on behalf of others. 

The Site Activity dashboard provides helpful metrics to understand the impact of marketing campaigns.

What is the Site Activity Dashboard?

The Site Activity dashboard provides key metrics to support site adoption. Specifically, the dashboard shows a summary of: users, sessions, searches, interactions, connections, referrals, and activities related to follow-up and program management. 

Use this dashboard to:

  • Understand the trends of users, sessions, searches, interactions, connections, referrals
  • See how site adoption metrics break down across platforms and user groups 
  • See how site adoption metrics within a certain geography have changed over time
  • Understand activity coming from specific access points, such as search boxes and URLs 

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Assessing the Impact of Marketing Campaigns

The Site Activity dashboard includes several charts and metrics to understand the effects of a marketing campaign. 

Review Impact on Users Coming to Your Site(s)

The Users chart and associated metrics show how many people are coming to your site(s). These charts and metrics provide the total number of people accessing your site(s), the number of distinct people who access your site(s), and the people with or without an account who access your site(s).

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Identified and anonymous information provide insight into people who access your site(s) with or without an account: 

  • Identified User: A person with an account who accessed your site(s). This user may be logged in or using your site while not logged in but has an inferred user based on the user’s cookie and past activity. Staff users tend to be Identified Users. 
  • Anonymous User:A person without an account who accessed your site(s). We are able to determine this by looking at distinct cookies with no inferred user. Community members tend to be Anonymous Users. 

The distinct user metrics help you understand unique users coming to your site(s). For both the Distinct Identified User and Distinct Anonymous User metrics, if a user visited the site multiple times within the date range specified in the filter, this number only counts the user once. 

Review How Frequently Users are Returning to Your Site(s)

The Sessions chart allows you to see how frequently are people returning to your site(s). Sessions provide insight into sustained activity and if that activity is coming from new or returning users. This chart counts consecutive activity from the same user. In other words, every time the same user returns to one of your site(s) it gets counted in this chart. This includes both Identified and Anonymous Users and is determined through the user’s cookies and past activity. 

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Tip

Want to see the impact of a promotion campaign on searches on your site? Review your Search Activity dashboard!

Filter Tips 

Use filters on the Site Activity dashboard to understand the impact of marketing campaigns in the context of a specific user group, geographic area, and/or specific access points, such as search boxes and URLs. 

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Here are some tips on how to use filters on this dashboard to understand the impact of a marketing campaign:

Tip

Use multiple filters at once!

Filter

Use and Tip

Site

Use the Site filter to see site activity for one or more of your sites. 

Tip: For marketing campaigns targeted toward the community, filter to see activity on only your community site. For marketing campaigns targeted toward staff, filter to see activity on only your staff site. 

Site access source (i.e. Widget & Linked_From)

Use site access source filters to see how site activity trends differ based on where people are accessing your site from.

Note: Work with your Customer Success Manager to add the necessary reference codes to search boxes and any links to your site(s).

Tip: Work with your Customer Success Manager to create distinct reference codes for every search box and/or link to your site(s). This allows you to differentiate activity coming from each search box and/or link to your site(s). For example, you could see trends in activities on your site for users that navigate to your site through your website vs. users that navigate to your site through a link on a social media campaign.

Geographic (i.e. State, County, City, Zipcode) 

Use geographic filters to see site activity trends in a specific geographic area. 

Note: Geographical filters are hierarchical, meaning that the larger geographic filter must be selected before smaller geographic filter opinions are visible. (i.e., Filter on a specific state to see that state’s county filter options.) 

Tip: This is a helpful filter to use if the marketing campaign targets a specific geographic area or to compare across different geographic areas. For example, how did the social media ad impact site usage in Travis vs. Williamson county?

Time (i.e. Date Range & Aggregation)

Use the Date Range and Aggregation filters to understand site activity at different times of the year or assess impact of specific adoption efforts like a marketing campaign or training.

Tip: Adjust this filter to ensure that the time period covered encompasses time before and after the start of the marketing campaign.

 

Independent Practice

This section is intended to help you practice using the Site Activity dashboard to begin to understand the impact of marketing campaigns.

Access the Site Activity dashboard on your site and answer the following questions:

  1. Describe how the number of users on your community site have changed across the past 6 months?
    • Tip: Use Date Range and Site filter and reference the Users chart.

       

  2. Describe how sessions on your community site have changed across the past 6 months in a specific ZIP Code in your region ?
    • Tip: Use Date Range, Zipcode and Site filter and then scroll down to review Sessions chart.
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