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How do you build a data model with Facebook Ads and Google Analytics for tracking progress on Kickstarter?

Hello Kickstarter Community! 

We just wrapped up a successful campaign Kickstarter and used Facebook Ads & Google Ads and Google Analytics  (outside Kikcstarter) to track our results. Before launching I posted this question but did not get any responses, so decided to share what I found! Here are some tips we have so far:

Facebook Ads:

1. Use Facebook Ads to generate pledges & brand awareness. It works! 

2. Facebook Analytics (find "manage ads") are not 100% accurate and fail to track conversions and clicks accurately. Use BITLY to track your clicks (each ad has a custom Bitly, put that bitly with + after to see clicks&data i.e. "http://kck.st/1NdKtWp+") and use Google Analytics to track conversions.

3. Try running 20-40 ads at $50 to get a good idea of what will work. Market CTR on Facebook is 1.8%. Accurate Clickthrough Rate (CTR) = # of Reach/# of Bitly Clicks. Pick the winning ads by placing the majority of budget on top 3-5 ads and move on to other parts of your campaign. You don't have time to micromanage ad spend that won't account for much more than 10% of total conversions. Select broad but relevant demographics - i.e. we have 3 ads on "Canon", "Nikon" and "GoPro". Narrow with time. 

4. Conversions will still be hard to track, because a lot of people will see the ad, open a new tab, go to kickstarter or google and search for your campaign - or find it in discovery. This conflates your data, but it's good to understand traffic sources and extrapolate from there (i.e. I know 10% of our traffic is direct from facebook).

5. Gain an ROI of 3+ to really make a difference, or have a big budget.

our history: We allocated a budget to Facebook Ads and after testing with small $ across 20 ads in week 1, we dwindled it down to 3 that were performing at 3-6% CTR & 3-6.0 ROI. That means for every $1 spent we are seeing $3-6 revenue in return. our Total conversion (as found in Google Analytics - will explain more below) is around 1.5% off of facebook in total but this includes more than just the Ads. My best guess is you are getting about a 1% conversion on Facebook Ads. This means, if you drive 1,000 clicks to your website (DO NOT USE FACEBOOK CLICKS, USE A BITLY TRACKER!) you would gain 1-2 pledges. This is NOT bad. 

Also note, our pledge is $149, so this is always different depending on what your goal is. 

BITLYs:

BITLYS is better than FACEBOOK AD MANAGER FOR TRACKING CLICKS!!!!! It also helps you track individual pages. In order to make custom Bitlys for your difference sources, simply:

1. add "?src=xxxxxx" to the end of your url i.e. https://www.kickstarter.com/projects/1028379103/gnarbox-edit-and-share-hd-footage-in-seconds-lapto/?src=KS-FB-AD1

(repeat for every unique tracking source you need, i.e. your fb ads, google ads, instagram account, twitter, facebook post, e-mails, etc.)

2. plug into bitly or do it as a batch using the bitly converter tool here --> https://www.google.com/webhp?sourceid=chrome-instant&ion=1&espv=2&ie=UTF-8#q=mass%20bitly%20generator

3. add + to end of bitly to track clicks or go to bitly stats manager in your dashboard "http://kck.st/1JeG987+"

We use Google Sheets to manage bitly data, and manually input Facebook Ad Data to get CTR and ROI.

CTR = Clicks on BITLY / Reach on Facebook Ads Manager *100%

ROI = Total $ of Conversions from Google Analytics / Spend on Facebook Ads Manager  OR
ROI = [Average Facebook Conversion % * # of Bitly Clicks*Avg$] / Spend on Facebook Ads Manager 

Google Analytics:

this is a beast if you've NEVER been it it before. For now, I will share 1 simple trick... In order to track conversions you will want to "Create a Goal" so you can build data to "# of Conversions" & "Conversion %" by source/medium/referral.

This goal is simple (learn how to build a 'goal' here):

A user reaches a url that "Begins with" "https://www.kickstarter.com/projects/1028379103/gnarbox-edit-and-share-hd-footage-in-seconds-lapto/checkouts/"

i.e. [project url]/checkouts/

this will get the # of people who have hit pledge and completed the pledge process. Add any $value you want to put an average pledge - one of the key reasons we are focused in at $149. This will give you the ability to see Conversion rate by various Traffic sources, and get you to the point where you understand %Conversion from say Facebook to calculate your ROI on facebook! 

I also have a customized daily excel export from GA currently in Google Solutions that works with a series of Pivot tables to provide daily tracking on a number of levels.... If you are interested to learn more, contact me personally at will@gnarbox.com.

Will & GNARBOX Team

GNARBOX Last edited on
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GNARBOX
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Last edited on

Two pieces of the puzzle that remain unsolved:

1. Understanding the GAP between those who search for you and those who click through to you

2. Connecting BITLY tracking to Facebook Ads + Google Analytics... no excel export exists so it is frustratingly manual. tracking "Landing Page" in google analytics also isn't perfect. 

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GNARBOX
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New Update As of 8.14.2015 --> Final 48 hours and I lost tracking because I changed my unique kcikstarter URL! Dumb me. so all my goals changed a bit.... see below 

"someone selects pledge" = https://www.kickstarter.com/projects/gnarbox/gnarbox-edit-and-share-hd-footage-in-seconds-lapto/pledge/

"checkout" = https://www.kickstarter.com/checkouts/47379279/payments/

"purhcase" = https://www.kickstarter.com/projects/gnarbox/gnarbox-edit-and-share-hd-footage-in-seconds-lapto/checkouts/

"thanks" = https://www.kickstarter.com/projects/gnarbox/gnarbox-edit-and-share-hd-footage-in-seconds-lapto/checkouts/47379279/thanks

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Doug Monahan
Creator
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Answered on

Hi Will - Thanks for posting the question and all of the information you provided. I'm going to download your excel report and test it out as well as give you a brief note about how we might be able to work together to take advantage of your solution. I'm also looking for a great videographer who can help with our video - if you know of anybody. I agree with you that Facebook analytics are a bit messed up sometimes. For example, you may get one report that shows comments to be 10 and then when you look at the actual comments they could be 100. It would be nice if someone were to write a plug-in that would allow you to be able to determine the cost per a) click, b) like, c) share, d) comment etc. I've been doing it manually - I think one of the most powerful items on facebook is simply the share - The cost per share is critical I think. The logic is simple - nobody is going to share something with their friends unless they really believe in it.

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StikiPixels
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Answered on

Apologies if this was answered before, but is it possible to embed the FB Pixel code into ones kickstarter campaign page? 

It would be perfect for tracking conversions (within FB reporting limitations).

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yug
3
Answered on

You want to start out by planning a strategy for your ad campaign. Think about groups of people that are most inclined to be interested in your product. As an example, these are some groupings that I came up with when trying to find people who might be interested in our film and Kickstarter campaign (which was getting funding for a trip to Mexico to begin our filming): [unordered_list style=”green-dot”] Women 18-44, interested in roller derby All sexes, 18-44 from Mexico, interested in roller derby All sexes,13-64, interested in roller derby and documentaries [/unordered_list] This wasn’t the absolute data-set I used throughout the campaign… I experimented all throughout with tweaks and changes.

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Minfort
Creator
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Thank you for your article. I'm learning. 

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Lorenzo Buffa + Analog Watch Co.
4-time creator
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@gnarbox - any chance you can relink the customized daily excel import from GA? I click the link now and it takes me to a page but tells me I can download it into any of my "views" 

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