SayPro Evaluate SayPro’s marketing campaigns using Google Analytics, CRM, and internal tools.

Evaluating SayPro’s Marketing Campaigns Using Google Analytics, CRM, and Internal Tools

Compiled by: SayPro Monitoring and Evaluation Monitoring Office
Under: SayPro Monitoring, Evaluation and Learning Royalty

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1. Objective

To assess the effectiveness, reach, and return on investment (ROI) of SayPro’s marketing campaigns by integrating data from Google Analytics, CRM systems, and internal monitoring tools. This will ensure that future marketing efforts are data-informed, targeted, and results-driven.

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2. Key Evaluation Goals

• Measure user behavior and traffic sources linked to marketing campaigns
• Understand the conversion funnel from lead to sale or sign-up
• Identify which channels, content types, and campaigns yield the highest ROI
• Refine targeting, messaging, and platform selection for future outreach

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3. Tools and Data Sources

a. Google Analytics

• Tracks website traffic sources (organic, direct, referral, paid)
• Monitors user behavior (bounce rate, time on page, click-throughs)
• Measures campaign-specific traffic using UTM parameters
• Reports on conversion events (registrations, purchases, form submissions)

b. Customer Relationship Management (CRM) System

• Links campaign leads to actual clients or donors
• Tracks lead status (cold, warm, converted)
• Stores campaign tags for lead source attribution
• Allows sales cycle performance tracking per campaign

c. Internal Monitoring Tools

• SayPro’s proprietary dashboards for marketing spend vs. results
• Campaign calendar linked to outcomes
• Feedback and satisfaction tools (post-campaign surveys)

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4. Evaluation Framework

Evaluation Step	Description
1. Campaign Identification	Define and tag all active campaigns across platforms
2. UTM Tracking Implementation	Ensure all campaign links are tracked with unique UTM codes
3. Data Collection	Pull data weekly and monthly from Google Analytics, CRM, and dashboards
4. Performance Analysis	Compare metrics such as CAC, CTR, conversion rate, and revenue attribution
5. ROI Calculation	Calculate ROI per campaign: (Revenue – Cost) / Cost
6. Reporting & Feedback	Generate insights and share findings with Marketing and Leadership teams

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5. Key Metrics to Monitor

Metric	Source	Purpose
Website Traffic by Campaign	Google Analytics	Measure audience reach
Bounce Rate	Google Analytics	Gauge relevance and engagement
Conversion Rate	Analytics + CRM	Assess lead-to-client journey
Lead Source Attribution	CRM	Understand where qualified leads come from
ROI per Campaign	Internal Tools	Optimize marketing budget and content

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6. Optimization Actions Based on Evaluation

• High-performing campaigns: Increase investment, replicate content structure
• Underperforming campaigns: Revise messaging, audience targeting, or channel
• Identify best-performing platforms: Focus resources where ROI is highest
• Segment audiences: Refine who sees what content based on behavioral data

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7. Reporting Schedule

• Weekly Campaign Snapshot: High-level overview of top performers
• Monthly Campaign Performance Report: In-depth evaluation and strategic recommendations
• Quarterly Strategy Review: Adjust campaign goals and tactics for alignment with overall organizational objectives

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8. Conclusion

By systematically evaluating marketing campaigns using Google Analytics, CRM systems, and internal tracking tools, SayPro can gain valuable insights into what works and what doesn’t. This data-driven approach allows SayPro to maximize marketing ROI, reach the right audiences, and drive greater impact from every campaign.