CASA Marketing (Reviewing Performance Of Campaigns)

Reviewing performance campaigns on Google Analytics and Facebook is arguably one of the most important components to monitor as you begin becoming familiar with digital marketing. Even more, understanding how to analyze information on Google Analytics or Facebook is critical as well. Before you decide to pay Facebook for advertising your content, it is essential to practice using the features available on the site. In addition, learning how to use Google Analytics to your advantage to measure ROI is an important skill to learn and refine.

I believe that the following terms/topic provide the best insight into how to review the performance of a campaign on Google Analytics or Facebook:

• Session: this term corresponds with a visit to a webpage.

• Bounce Rate: indicates the percentage of sessions with only one user interaction or page view. It is better to have a lower bounce rate than a higher one.

• Trending: monitoring how themes or concepts perform over a period of time.

• Traffic: the amount of people that are visiting a webpage. Look out for "bots", which could be responsible for generating spam traffic. Also, it is important to decide if the content you're posting is better suited for mobile or desktop, as this could affect the flow of traffic to your posts.

• Dashboard/Reports: tools that enable users to manually find items or pieces of information.

• Export: the ability to share content with friends or colleagues.

Speaking of Google Analytics, please view the screenshot pictured below for an inside look into the terms and topics that I have discussed above. In particular, notice how a high bounce rate can negatively impact a performance review.