What is Google Analytics Benchmarking?
A metric that is often overlooked in campaign reporting is the duration of a call. If longer calls represent a greater value to your business, you’ll want to identify how many of these lengthier calls your campaigns are generating.
This is where Google Benchmarking assists to determine the value of the calls, you simply need to assign a call length as a benchmark. This can trigger various Google Goals depending upon the ‘value’ of a call. You can trigger a different - more valuable - goal if the call is over a certain length.
Classifying your calls by length allows you to identify and focus on high value conversions.
The Google Benchmarking feature in Mediahawk enables you to monitor campaign performance more closely, allowing you to apply bidding strategies to help maximise your conversion values and ensure that you reach your target return on ad spend.
How do I set up Benchmarking in Mediahawk?
Firstly, navigate to the Admin Tab (If you do not see this Tab, you are not an Admin user, please contact us to upgrade your account)
Then select the Configure next to Google Analytics.
You will see a list of the Google Analytics you have setup. Select the account you wish to setup Benchmarking on.
You will be presented with the your current settings ready for you to edit.
- Default Virtual Page
This is the virtual page where calls will be sent. If using benchmarking, any calls above the benchmark value will be sent to this virtual page.
In this Example we have used /VisionPhoneCall.html
- Benchmark Field
This is the field to use as the benchmark.
Select Call Length
- Benchmark Value
If the call is above this value, it will go to the default virtual page. This value is in seconds.
In this Example we have set this as 30 Seconds
- Benchmark Virtual Page
If the call is below the benchmark value, this page will be used instead.
In this example we have used /ShortPhoneCall.html
You now need to create the goals in your Google Analytics account for both the Default Virtual Page and the Benchmark Virtual Page.
Track Answered Calls / Unanswered Calls as a Separate Google Goal
You may also want to track answered calls as a different goal to unanswered calls. To do this, set the benchmark value to ‘0’