DIGITAL

CONTENT &
ANALYSIS
presented by Agus Mardianto
Digital Marketing Manager, Heroleads Indonesia
Class
Rules
Turn On Your Webcam
It will be great if i can see each of your
valuable expressions on a virtual session

Mute Your Microphone

To prevent unwanted noises and distractions. But
you can use chat or raise your hand on Zoom
anytime to ask during the session.

Engage & Participate

Please pay your 100% attention and enjoy the
session. I am happy to make your valuable time
worth to spend.
Today's Agenda
Get to know 0
me 1
Digital Marketing Funnel 02

User Journey 03

Campaign Performance Effectiveness 04

Google Analytics 05

Key Takeways 06
01
.
Hello, my name
is...
...Agus Mardianto. A person who don’t have confidence to
talking too much with other people, particularly to convince
them to buy something from me (later it's called Sales and
Marketing).

Though finally, I loved Digital Marketing when I had to work as

an Account Executive (Sales) in a Digital Marketing Agency.

Now, I am part of a big mission to help client's businesses by

building a strong Digital Marketing team in Heroleads Indonesia.
02
.
Digital Marketing
Funnel
What We Do
Heroleads Indonesia plays the
most of Performance
Marketing Campaign with Lead
Generation focused objective.
Quick Session

Please comment what do you

think is the objective from each
ads creative referred to the
marketing funnel?

A. Left: Awareness,
Right: Consideration
B. Left: Conversion,
Right: Awareness
C. Left: Loyalty, Right:
Advocay
D. Left: Consideration,
Right: Conversion
 Consideration
At this stage, the goal is to provide the
detail solutions of the problems from
people who has a little familiar with our
product or service.

Conversion
The goal is to convince
people to make a decision to
take a valuable action of your
solutions offered.
03
.
User
Journey
Engage, Interact, Convert
Audience will firstly engage with
your content then landing to your
product/service page, and later
they will decide to make a
purchase.

Image source: Science

Soft
Quick
Session

What We Could Do To Know

That Campaign is Success or
Fail?
Please give your comment on chat :)
04
.
Campaign Performance
Effectiveness
Measurement Analysis
Every campaign requires objectives and When you see the data or metrics, you
resulting metrics. By selecting and need to think of what, when, why and
tracking the right objectives + metrics, how it caused the results. This
it will help us to measure the expected process will help us to understanding
performance results. the campaign performance so we can
improve and get better results.
When We Use
Analysis?
0 02 03
1
Curious Find & Track Insights &
• Questions • Obervations
Action
• Problems • Tracking • Evaluation

• Better Solutions • AB Testing • Action plan

We need to analyse
both ads platform
and website to get
more accurate
data.
Why We Should Do
That?
Different Audience & Behaviors
Each ads platform has different way to target
their audience. For example people use
keywords to searching product/service on
Google Search while Facebook show the ad to
people who express interests of related content
and various way to engage.
Different Attribution Window
Each ads platform has different attribution
window to measure user touchpoints.
Different Ads Creative Format
Each ads platform has a unique ads format to
deliver our messages and informations. For
example Google Search Ads use text while
Social Media Ads use the combination of image
or video and description text.
Different Systems and Tools
Each platform has different systems and tools to
analyze and visualize their performance
metrics.
 Image Source: https://www.launch-marketing.com/

Quick
Session

Please Share Your

Thoughts About Web
Analytics Tool?
05
.
Google
Analytics
You might have questions when running a digital
campaign using a website or an app:

• How are users interacting with my app or

website?
• How effective is my marketing
campaigns?
• Which content is helping me achieve my
business goals?
• Where are my users coming from, and where
on my site or app are they are leaving?

With Google Analytics, it can help to take our

measurement strategy to the next level by
collecting, analyzing and reporting on the data.

Source: Google Analytics Academy

Source: Orbit Media Studios
All-in-One
Dashboard
All The Data You Need
Google Analytics
Dashboard gives you
access to see all the useful
data from your websites
or app. You can also see
the realtime report data.
How Google Analytics
Measures?
Using UTM Tagging
UTM (Urchin Tracking Module)
code or UTM parameter is a
code that can be added to
any URL that helps track
advertising campaigns in
Google Analytics
Metrics &
Dimensions
Metrics Dimensions
• Users • Channels
• Sessions • Location
• Pageviews • Date
• Engagements • Page Titles
• Exit • Gender
• Pages/sessions • Operating System
• Session Duration • Browser
• Device Category
• Source/medium
Frequent Used
Reports
Audience
We can find the details of users
age, gender, demographic even
device and browsers.
Engagement
In this report we can find how
users interact with our website or
app such as visit a product page
(add to cart).
Acquisition
We can find the details of where
users are coming to our website or
app and traffic details by
source/medium reports.
Conversion
We can find all of the valuable
actions from our users and even
calculate our online revenue.
Audience
Report
Know Your Audience
By using this data we can
analyze which demographic are
performing the most (how
many users, sessions,
engagement rate, etc)
Acquisition
Report
Channel Optimisation
By using this data we can
analyze which channels are
performing the most (how
many users, sessions,
engagement rate, etc)
Engagement
Report
Content Optimisation
By using this data we can
analyze which interactions are
most happened from our
users.
Conversion
Report
Business Evaluation
By using this data we can
analyze how is the campaign
contribute to our business
goals.
Google Tag
Manager
Benefits of Using Google Tag Manager
Using Google Tag Manager can help us to
manage multiple tags in one place (even if we
have no advanced programming skills to
implement tags on a web page) that will used
to measure our campaign performance such
as Google Conversion Tracking, Facebook
Pixel, Google Analytics tag, TikTok Pixel, and
many more.
IS
EVERYTHING
CLEAR?
06
.
Key
Takeaways
Select the right objectives and metrics to measure campaign performance effectively

Setup a tracking code on every campaign to perform a cross-platform analytics

Combine both ads platform and website analytics to get more accurate data

Use the report data to create action plans to improve campaign performance
 Thank You
I’m very excited to discuss more about problems or idea for
your final project. You can reach me with one of the following
contact:

0812-843-943-83 agus@heroleads.asia heroleads.i

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