Introduction to the Conversion Feature
The Conversion feature in InTarget allows you to set specific goals for each step of your marketing communications, such as emails or SMS, and track user interactions to evaluate the financial outcomes. This is essential for understanding the ROI of your marketing efforts and making data-driven decisions to optimize future campaigns.
Step-by-Step Guide to Setting Up Conversions
Step 1: Select Your Communication Step
Begin by navigating to the campaign where you want to track conversions.
Identify the communication step you wish to analyze (e.g., an email or SMS).
Step 2: Configure Conversion Tracking
Mark as Conversion: Find and enable the “Mark as Conversion” checkbox in the settings of your selected communication step. This signals that you want to track specific interactions as conversions for this communication.
Set a Goal: Define what interaction constitutes a conversion for this communication. It could be an email open, a click on a link within the email, or any other actionable metric.
Define the Tracking Period: Specify the time frame after the interaction (goal completion) during which you want to track further actions, like deposits.
Step 3: Track and Analyze the Results
Activation: Once a player completes the defined goal (e.g., clicks on a link), InTarget starts tracking their subsequent activities according to the set period.
Step 4: Review Conversion Data
After the tracking period ends, InTarget compiles and analyzes the data. This includes:
Total Deposits: The cumulative amount of deposits made by users who completed the conversion goal.
Previous Deposits: The cumulative amount of deposits made by users BEFORE completing the conversion goal for the same period of time.
Frequency of Deposits: The number of times these users deposited during the tracking period.
Access this data through the campaign dashboard to see detailed analytics and insights.
Best Practices for Using Conversions in Marketing Automation
1. Period Adjustment:
Experiment with different tracking periods to identify the most relevant time frame that effectively correlates your communications with player actions.
2. Continuous Optimization:
Use the insights gained from the conversion data to refine your messaging, targeting, and overall campaign strategy. This iterative process helps enhance engagement and increase the profitability of your campaigns.
3. Comprehensive Testing:
Regularly test different aspects of your communications, such as the call to action, messaging, and timing, to understand their impact on conversion rates.
4. Integration with Other Features:
Combine the Conversion feature with other tools, such as A/B testing and segment analysis, for a holistic approach to campaign management and optimization.