Record Your Campaigns
The first step to tracking your marketing efforts is to keep a record of every piece of content you publish. Creating a database of all posted content is an easy way to keep track of everything.
It also allows you to compare differing variables or see how the response to a post changes over time. This database will enable you to compare the differences between a post on Facebook and one on Twitter, for example.
Which Metrics Do You Need?
There is no point in tracking information about your marketing efforts if it’s of no benefit to you. Work out exactly what you need in advance — don’t waste precious resources indulging in numbers that will not help you or your business.
Recognise Which Marketing Platform Works Best for You
If you can only afford to run the campaign on one platform, look at your averages. If on average, you get 200 engagements (actions – likes, retweets etc.) per tweet on Twitter and 700 engagements per post on Facebook, then Facebook is likely your best bet if your ad spend was the same on both platforms. If you spent different amounts, use a calculator to work out the cost per engagement on each platform.
When you record these averages, it may help to colour-coordinate your data. A recommendation is to colour your best performer green, your worst red, and a middling performer yellow.
Updating your spreadsheet monthly is sensible. Doing this ensures you have up-to-date and accurate metrics for comparing time periods, such as months or quarters, as well as for comparing different platforms such as SEO and social media.