Evaluate ad campaign engagement on Lucky Orange
1. In the recordings list on the Lucky Orange dashboard, use the date range selector to choose the timeframe you want to evaluate.
2. Sort traffic by UTM campaign to see recordings from various sources for each campaign.
You can sort recordings by the UTM parameters you’ve previously set up for your paid campaigns, so you can see traffic coming from sources like Instagram, Facebook, and Google PPC. You can also sort by UTM source, UTM medium, UTM campaign and UTM term.
3. Narrow the list of recordings to a specific campaign by typing referrer.utm_campaign=[campaign name] in the filter text box
You can narrow the recordings further by using other UTM parameters. For example: referrer.utm_source=[source] referrer.utm_medium=[medium], referrer.utm_term=[term]
4. Look for recordings that have a high level of activity - these visitors were more engaged with your website and will give you more behavior to evaluate.
The indicator bar in the activity column will show as full and have warmer colors – oranges and reds – for recordings with a high number of clicks, scrolls and moves. Red denotes very high activity. Orange indicates high activity. Green is medium activity. Blue is low activity. No color indicates no activity.
5. Shortlist recordings of visitors who spent a long time and visitors who spent a short time on your site.
Visitors who were on your site for a longer time will give you more behavior to evaluate. You can figure out if they’re spending more time on your site because: They’re highly engaged and more likely to convert or They’re struggling to find what they’re looking for. Visitors who were on your site for a shorter amount of time will give you information on your advertising and landing page information. You can figure out if these visitors are leaving because: Your ad wasn’t relevant to the page they came to on your site. They can’t find what they’re looking for. Your navigation is very effective, and they immediately found what they needed then converted.
6. Identify low-value traffic by looking for recordings that had little to no time on site and adjust the targeting or reduce bids for the ads that brought them to the site
This traffic is not likely to convert. If you continue to see this type of traffic, ask for ad credits or discontinue the ad campaign.
7. Watch session recordings to see how people coming from your ad campaigns behave.
Note down the products they evaluate or the content they read. See if they complete your web forms, or they abandon them before submitting. Collate this information to find opportunities to improve the relevancy of your ad campaigns to the products and content people are most interested in when they get to your site.