Web Analytics

Using Analytics to Track TV Ads – Which Way Is Best?

By March 21, 2009 December 3rd, 2012 75 Comments

I’ve been paying attention to television advertising spots lately to see what the tracking mechanisms are.  Surprisingly, I would venture to guess that only about 30% of the spots (local and national) have clear tracking mechanisms.  The underlying goal is the necessity to know the impact of each media channel on sales.

The ones that are easy to identify are the ads that display a URL at the end of the spot that says something like “www.domain.com/tv32”, where the “tv32” identifies the geographic location for a multi-location buy.  Now, it is likely that this page is not accessible through the main navigation, and may even have a “no follow” rule for search engines so they won’t index it and muddy the data.  You would simply go to your favorite analytics program and look at the pageviews for that special URL, and possibly even segment the group and track their activity beyond this page.  My question is do people really type in the “tv32”, or simply go to the main site?

Other methods use a promo code, where they send you to the main website (no special page) and will have a clearly labeled area on the home page to enter the promo code.  Each code varies based on the media, and possibly even run dates so you can identify very specifically where the traffic came from.  I like this method better because a) the ad becomes offer-based, rather than just awareness; b) it removes the likelihood of a visitor bypassing the special “/tv32” page that was set up.

Now, you might say that the latter example mixes existing inbound traffic with new traffic created by the TV spots.  You are correct; however, we can do a couple of things to separate this out:

1.  Create a segment of visitors from the cities that the ads were run.  If you ran the TV spot over 10 different cities, then create a segment for those cities.

2.  Look at your aggregate traffic before the spots ran, during the flight when the spots were running, and again after the flight ended.  Now, if you are running TV, print and radio all at the same time, it will be very difficult to segment traffic out by media unless you use the promo code option above, but then again, those are really only the folks who would “convert”, which will be a percentage of the total visitors.

3.  Calculate the effect of increased traffic to the website by taking the gross traffic during the time the spots were running, and subtract out your baseline, or average traffic before the media blitz.

You can get more finite information if you know exactly when your TV, radio or print ads ran and comparing visitor traffic down to the hour if you wanted to.

So, given the complexity of monitoring traffic on a national media campaign based on the potential issues mentioned above, and the fact that no method will be perfect, there is third idea:

What if you were to purchase a promo URL for each medium, such as television, radio and print?  (I neglect to mention Internet here since those visitor types are much easier to track). This way your traffic would be easily segmented and not all together in the same “bucket”.  I am not seeing this being widely used, and while some may argue that it detracts from the brand itself, I still prefer to pick a method that is more “trackable” than another.

Of course, you could always do a media “hiatus” and measure the effect on sales by comparing POS data.  You could even run one media channel at a time to see its relative effect as well.

What do you think?  What have you seen?

75 Comments

  • Jason Cohen says:

    I’d also like to know how many people type (or even remember) the /tv34.

    Perhaps a better way to tag is to use the domain name. For example: http://tv34.mycompany.com.

    I think people *do* believe the subdomain is important.

    Another thing is you shouldn’t use a code that’s obviously a tracking code (e.g. with numbers). Instead come up with a bunch of plausible text and track which one goes with which.

  • Ryan Kelly says:

    Jason – I agree with making the “/whatever” less obvious that it is a tracking mechanism. One way to do this is to make that the offer, like http://www.mozy.com/2gfree

  • Andy Chapman says:

    I think a great example of this is the ups.com/whiteboard – in my opinion they have done a great job of sending traffic to that page. I’d love to see how well they thing that marketing campaign has worked for them.

    The thing they did well is having a campaign which was memorable, and a domain “/tag” that tied in directly & increased the stickiness of the message.

  • Ganry80 says:

    I would say that the "standing" issues raised by the defense are almost specious or at least illusory and might justify a separate parallel response along those lines? ,

  • Ha! Easily one of the better things I’ve read today. Thanks, might go show my daughter.
    Cheers

  • Awesome post, I am a big fan of your blog, keep on posting that great content, and I will be a regular for a very long time.

  • Dorie Keene says:

    I simply want to mention I am newbie to blogging and really liked you’re web page. Most likely I’m planning to bookmark your website . You definitely have incredible posts. Kudos for sharing with us your website page.

  • address here says:

    An additional issue is that video gaming became one of the all-time main forms of excitement for people of nearly every age. Kids participate in video games, and adults do, too. Your XBox 360 has become the favorite gaming systems for many who love to have a lot of activities available to them, along with who like to experiment with live with people all over the world. Many thanks for sharing your ideas.

  • Excellent blog right here! Additionally your site loads up fast! What web host are you using? Can I get your associate link in your host? I desire my site loaded up as quickly as yours lol

  • Keep up the good piece of work, I read few content on this internet site and I believe that your weblog is rattling interesting and has got sets of great info .

  • I used to be able to find good information from your blog posts.

  • Do you believe in your past life? Do you think is reincarnation real?

  • Right here is the right site for anyone who wishes to understand this topic. You know so much its almost tough to argue with you (not that I actually will need to…HaHa). You certainly put a brand new spin on a subject that has been written about for ages. Excellent stuff, just great.

  • Way cool! Some extremely valid points! I appreciate you penning this post and also the rest of the site is also really good.

  • I really like reading a post that will make men and women think. Also, thanks for permitting me to comment.

  • I want to to thank you for this wonderful read!! I certainly loved every little bit of it. I have you book marked to look at new stuff you post…

  • Howdy! I could have sworn I’ve visited this website before but after looking at a few of the posts I realized it’s new to me. Anyhow, I’m certainly happy I found it and I’ll be book-marking it and checking back frequently.

  • After looking at a handful of the blog posts on your web site, I seriously like your way of writing a blog. I book-marked it to my bookmark website list and will be checking back in the near future. Please visit my website as well and tell me your opinion.

  • Howdy! I could have sworn I’ve been to your blog before but after looking at a few of the posts I realized it’s new to me. Anyways, I’m certainly pleased I came across it and I’ll be book-marking it and checking back often!

  • tiktokbeats says:

    This page really has all the information I needed about this subject and didn’t know who to ask.

  • MetroClick specializes in building completely interactive products like Photo Booth for rental or sale, Touch Screen Kiosks, Large Touch Screen Displays , Monitors, Digital Signages and experiences. With our own hardware production facility and in-house software development teams, we are able to achieve the highest level of customization and versatility for Photo Booths, Touch Screen Kiosks, Touch Screen Monitors and Digital Signage. Visit MetroClick in NYC at http://www.metroclick.com/ or , 121 Varick St, New York, NY 10013, +1 646-843-0888.

  • Can I just say what a relief to find somebody who really knows what they’re discussing on the net. You actually know how to bring an issue to light and make it important. More and more people really need to read this and understand this side of your story. I can’t believe you are not more popular because you certainly possess the gift.

  • love says:

    This is a topic that is near to my heart… Cheers! Exactly where can I find the contact details for questions?

  • Sapid Agency is a Search Engine Optimization company in New York City that provides SEO Services. Their proprietary SEO strategies help struggling websites and aspiring business owners to rank their websites higher in multiple search engines like Google , Yahoo and Bing. They provide local and gmb map ranking for businesses in NYC and many other local areas. Find more at https://www.sapidagency.com/ @ 145 E 57TH NEW YORK, NY 10022, USA, +1 971 341 5608 USA

  • T-shirts says:

    You are so cool! I don’t suppose I’ve read through something like this before. So good to discover somebody with a few genuine thoughts on this topic. Seriously.. thank you for starting this up. This web site is something that is required on the web, someone with a little originality.

  • also g says:

    Please let me know if you’re looking for a writer for your blog.
    You have some really great posts and I feel I would be a good asset.
    If you ever want to take some of the load off, I’d really like to write some articles
    for your blog in exchange for a link back to mine. Please blast me
    an e-mail if interested. Thanks!

  • Writing unique web site content can be easier than you think.

  • I simply intend to reveal to you that I am new to wordpress blogging and absolutely valued your review. Quite possibly I am most likely to bookmark your blog post . You definitely have wonderful article blog posts. Love it for expressing with us your favorite internet site document

  • T-shirts says:

    I blog frequently and I genuinely thank you for your content. Your article has truly peaked my interest. I’m going to book mark your site and keep checking for new information about once a week. I subscribed to your Feed as well.

  • g very says:

    whoah this weblog is great i like studying your articles.
    Keep up the good work! You understand, many persons are hunting around for this info,
    you can aid them greatly.

  • Howdy! This is my 1st comment here so I just wanted to give a quick shout out and say I
    truly enjoy reading your articles. Can you recommend any other blogs/websites/forums
    that cover the same topics? Thanks!

    My blog; Fantastic Slow Cooker Americas Test Kitchen

  • It’s nearly extremely difficult to encounter well-advised parties on this issue, however you seem like you understand those things you’re preaching about! Bless You

  • I need to to thank you for this good read!! I certainly enjoyed every little bit of it. I have you saved as a favorite to look at new stuff you post…

  • Right here is the perfect webpage for everyone who really wants to understand this topic. You know a whole lot its almost tough to argue with you (not that I really will need to…HaHa). You certainly put a fresh spin on a topic that has been written about for a long time. Great stuff, just excellent.

  • sellefied says:

    I was able to find good info from your content.

  • Thanks in favor of sharing such a nice idea, paragraph is pleasant,
    thats why i have read it entirely

  • You are my intake , I have few web logs and rarely run out from to post .

  • ufa888a says:

    That is a great tip especially to those fresh to the blogosphere. Short but very precise info… Thank you for sharing this one. A must read article!

  • descuento says:

    I blog quite often and I truly appreciate your information. This great article has really peaked my interest. I am going to bookmark your site and keep checking for new details about once per week. I subscribed to your Feed as well.

  • I simply could not go away your site before suggesting that I actually enjoyed the standard information a person supply to your visitors? Is gonna be again incessantly in order to inspect new posts.

  • I really like your writing style, fantastic information, thanks for putting up :D. “If a cluttered desk is the sign of a cluttered mind, what is the significance of a clean desk” by Laurence J. Peter.

  • I enjoy looking through an article that can make men and women think. Also, many thanks for permitting me to comment.

  • An outstanding share! I have just forwarded this onto a friend who had been doing a little homework on this. And he actually bought me breakfast due to the fact that I discovered it for him… lol. So allow me to reword this…. Thank YOU for the meal!! But yeah, thanx for spending some time to discuss this topic here on your internet site.

  • wooyart says:

    I love it when individuals get together and share thoughts. Great website, continue the good work!

  • Hi there! I just wish to give you a huge thumbs up for your excellent information you have got here on this post. I will be returning to your site for more soon.

  • I’ve been browsing online more than 3 hours as of late, but I never discovered any interesting article like yours. It is lovely value enough for me. In my opinion, if all site owners and bloggers made good content as you did, the internet shall be much more helpful than ever before. “Oh, that way madness lies let me shun that.” by William Shakespeare.

  • You’ve made some decent points there. I checked on the internet to find out more about the issue and found most people will go along with your views on this website.

  • sex chat says:

    After I initially commented I appear to have clicked the -Notify me when new comments are added- checkbox and now whenever a comment is added I recieve 4 emails with the same comment. Perhaps there is a way you are able to remove me from that service? Thanks a lot!

  • You have observed very interesting points ! ps nice website . “Never take the advice of someone who has not had your kind of trouble.” by Sydney J. Harris.

  • Hello! I just wanted to ask if you ever have any trouble
    with hackers? My last blog (wordpress) was hacked and
    I ended up losing several weeks of hard work due to no data
    backup. Do you have any methods to stop hackers?

  • tinyurl.com says:

    It is in point of fact a great and useful piece of info.

    I’m happy that you shared this useful info with us.
    Please keep us up to date like this. Thank you for sharing.

  • acridness says:

    I seriously love your website.. Very nice colors & theme. Did you create this site yourself? Please reply back as I’m planning to create my own website and would love to know where you got this from or what the theme is named. Thank you.

  • When I originally left a comment I appear to have clicked the -Notify me when new comments are added- checkbox and from now on every time a comment is added I receive 4 emails with the same comment. Is there an easy method you are able to remove me from that service? Thanks.

  • pmp online says:

    This is the perfect website for everyone who wishes to understand this topic. You know a whole lot its almost hard to argue with you (not that I really would want to…HaHa). You definitely put a new spin on a subject that has been written about for many years. Wonderful stuff, just excellent.

  • I really like it when individuals get together and share thoughts. Great blog, keep it up!

  • Everything is very open with a really clear description of the challenges. It was truly informative. Your site is useful. Many thanks for sharing!

  • Best CBD Oil says:

    An impressive share! I have just forwarded this onto a colleague who has been doing a little homework on this. And he in fact bought me breakfast because I discovered it for him… lol. So let me reword this…. Thanks for the meal!! But yeah, thanx for spending time to discuss this subject here on your website.

  • Aw, this was a really wonderful message. In concept I wish to put in composing similar to this additionally? taking some time as well as actual effort to make a great article? however what can I state? I procrastinate alot as well as never appear to get something done.

  • It’s difficult to find well-informed people in this particular topic, but you seem like you know what you’re talking about! Thanks

  • Sapid Agency is a Search Engine Optimization company in New York City that provides SEO Services. Their proprietary SEO strategies help struggling websites and aspiring business owners to rank their websites higher in multiple search engines like Google , Yahoo and Bing. They provide local and gmb map ranking for businesses in NYC and many other local areas. Find more at https://www.sapidagency.com/ @ 145 E 57TH NEW YORK, NY 10022, USA, +1 971 341 5608 USA

  • Faytech North America is a touch screen Manufacturer of both monitors and pcs. They specialize in the design, development, manufacturing and marketing of Capacitive touch screen, Resistive touch screen, Industrial touch screen, IP65 touch screen, touchscreen monitors and integrated touchscreen PCs. Contact them at http://www.faytech.us, 121 Varick Street, New York, NY 10013, +1 646 205 3214.

  • MetroClick specializes in building completely interactive products like Photo Booth for rental or sale, Touch Screen Kiosks, Large Touch Screen Displays , Monitors, Digital Signages and experiences. With our own hardware production facility and in-house software development teams, we are able to achieve the highest level of customization and versatility for Photo Booths, Touch Screen Kiosks, Touch Screen Monitors and Digital Signage. Visit MetroClick in NYC at http://www.metroclick.com/ or , 121 Varick St, New York, NY 10013, +1 646-843-0888.

  • Hi I am so grateful I found your weblog, I really found you by mistake, while I was searching on Google for something else, Regardless I am here now and would just like to say thanks for a remarkable post and a all round entertaining blog (I also love the theme/design), I don’t have time to read through it all at the moment but I have book-marked it and also added your RSS feeds, so when I have time I will be back to read more, Please do keep up the excellent b.|

  • I love looking through a post that will make people think. Also, thank you for allowing for me to comment.

  • Porn says:

    I want to to thank you for this very good read!! I certainly enjoyed every little bit of it. I’ve got you book marked to look at new things you post…

  • click now says:

    You’ll find it mostly unthinkable to encounter well-updated visitors on this area, fortunately you look like you know those things you’re raving about! Appreciation

  • This page definitely has all of the info I needed about this subject and didn’t know who to ask.

  • You are so cool! I don’t suppose I have read through a single thing like that before. So good to find somebody with a few original thoughts on this topic. Seriously.. thank you for starting this up. This site is something that is required on the internet, someone with a little originality.

  • I was recommended this blog by my cousin. I’m not sure whether this post is written by him as no one else know such detailed about my difficulty. You are amazing! Thanks!|

  • An intriguing discussion is definitely worth comment. I believe that you need to publish more about this subject matter, it might not be a taboo matter but usually folks don’t discuss such subjects. To the next! Many thanks!

Leave a Reply