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Microsites, or campaign sites, used as part of media campaigns are a ripe opportunity for extra insight. Often every campaign has a webpage as the core, where all media pushes to that page. Which makes this page itself, ripe for getting a deeper insight on how the campaign is performing.
Customers that are taking action, are all routing through this page. However, with the rush to get campaigns up, these can often be overlooked. That is a mistake. Where possible you absolutely want to measure everything you can on that page. As the first destination in your funnel, it lets you analyze, how all your distribution sources performed, what consumers think of your campaign and if they take further action from this page.
Metrics you should think about:
- Attention, how long people are engaging with your experience.
- Engagement rate, what customers do on the page, and if they click out, to make a purchase, or sign up to webinar etc.
- Average Scroll, how are customers consuming the page and content.
- Conversion rate, rate at which people take the desired action.
Then, comparing each of these metrics by your different distribution sources, lets you get super smart. Oh, Facebook drove traffic that had lower engagement than Twitter, maybe we need to go and improve Facebook. Or shift more spend to Twitter.
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