Working on the Awareness stage - is working with traffic channels outside the website. Creating or optimizing your Facebook Ads campaigns, setting up keywords in Google Adwords, choosing advertising spaces for placement in banner networks, advertising on third-party sites, they’re all hypotheses of growth at Awareness stage.
Note: Don't confuse Awareness and Acquisition, as well as Acquisition and Activation. In GrowthBoard, we use the extended AAARRR funnel, where Awareness is the traffic to the site, and on Acquisition, users leave personal info on a landing page, and on Activation, users have a great first-time experience using the product.
How can Google Analytics help you to measure the results of the Awareness hypotheses?
Suppose Tom has a business that sells tours and he wants to double his website's traffic. What does he need to do to achieve that? Of course, he needs to come up with lots of Awareness hypotheses, then prioritize them using the ICE Score and start experimenting with the best ones.
What metrics do we need when estimating experiment impact? What metrics will we connect to track results?
First, Google Analytics will help you to measure the number of users coming to your site from the channel, specified in the experiments, which is especially important if you are testing different channels for the first time.
Google Analytics and UTM tags are remarkably good at analyzing Awareness experiments results.
All Tom needs is to:
1. Mark all marketing materials’ links leading to his website using UTM tags. For example, for his banner ads he can specify utm_medium=banner and for blog posts utm_medium=content. He can also use other UTM parameters, such as Source, Name, Term, and Content (you can use this builder to create UTM codes).
2. Attach the metric using a simple search by the UTM parameters names.
UTMs can be used to differentiate your traffic, like this:
utm_source - the referrer (e.g. google, newsletter);
utm_medium - marketing medium (e.g. cpc, banner, email);
utm_campaign - product, promo code, or slogan (e.g. spring_sale);
utm_term - identify the paid keywords;
utm_content - use to differentiate ads;
If Tom performs an Awareness experiment on a third-party website, he can measure its result just by typing the website address in the ‘Insights’ search bar. He can specify what he needs: the traffic coming from the domain name of the website
or from individual pages
New users, Users or Sessions are not the only metrics that could be used to evaluate the effectiveness of Awareness experiments. To assess the success of the Awareness experiments, the Acquisition metrics could be used (such as Conversion Rate on the site or the number of leads).
For example, our hypothesis is: if we extend the semantic core in Adwords, the number of sign-ups a week can be doubled. To measure this experiment, in addition to specifying the utm_source=google and utm_medium=cpc parameters, you should specify the name of the goal and the Goal Completions metric.
Read more about the Acquisition metrics here.