Before you run a promotion you should set attainable goals that can be measured. Sweepstakes analytics and reports can show you the numbers and help you measure to see if your goals are met. For instance, if your goal is to increase the number of people on your mailing list, the numbers you would be looking at to see if you had met your goals might be the number of email opt-ins or new customer phone numbers you get from running a sweepstakes. If your goal was to increase brand awareness you might reference the number of users or visitors to the sweepstakes site.
Before your sweepstakes starts, and once you have set your goals, you should measure the pre-promotion baseline numbers for what you are tracking so you can compare the data before the campaign, while it is in progress, and at the end.
So what sweepstakes analytics and reports should you look at? Check the list of goals and the corresponding items to measure that goal below.
Goal: Brand Awareness/Increased Traffic
Measurement Tactics:
- Users or Visitors = Individual people
- Visits = Times Each Person/Visitor/User Visits Your Site
- Pageviews = Total Number of Pages Your Visitors Look at
- Hits = Total Number of Pages, Images, Widgets and other Downloads Happen
Goal: Engagement
Measurement Tactics:
- Entrants = Number of Users (Customers) that Enter
- Entries = Total Times Your Customers Enter
- Votes
Goal: New Potential Customers
Measurement Tactics:
- Email Opt-ins = Total Number of Entrants that want you to contact them about your products or services via email
- Mobile phone opt-ins = Total Number of Entrants that want you to contact them about your products or services via phone or text
- Mailing list opt-ins = Total Number of Entrants that want you to contact them about your products or services via standard mail
Goal: Building a Social Channel
Measurement Tactics:
- Social Shares/Traffic to the social channels
- Likes/Follows
Goal: Knowing More about Your Customers
Measurement Tactics:
- Referral Traffic = what web sites people came from to get to your sweepstakes
- Mobile vs Desktop traffic
- Browser data
- Device type data
- Demographics such as age or location
- Campaign traffic = what paid campaigns people found out about the sweepstakes from
Goal: Increased Sales
Measurement Tactics:
- Number of items sold during and after the sweepstakes
- Lift in sales conversions from visitors to customers during the sweepstakes
Without a goal and measurement of the items that show that goal was met, you can’t show success for your promotion. These are just some goals and ways to measure them,
If you need help setting and measuring goals for your next campaign, contact us! We can help. We use real time analytics tools that can (depending on the campaign) show traffic, registrations, conversions, demographic info, and more.
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