You’ve done the planning. You have a campaign. Your print advertisements for your new website are on the paper. But how do you know if it’s having any effect? While traffic data from print advertisements can be a little trickier to measure than their digital counterparts, there are clever ways to clear the fog. Using these methods, it’s possible to then read the information and determine how well it’s working.
Methods of Measurement
First and foremost, you’ll want to keep track of how many papers you printed your ad onto.
Having these placed in your print advertisements can help split your print marketing from the umbrella of ‘Direct traffic’, making it a measurable channel.
You have likely seen these before when first visiting a website; a survey pops up asking you where you heard about the advertiser. Now, it’s possible turn this channel of traffic into useful information.
Divvying the Data
Assuming you haven’t already, creating a dedicated campaign just for print marketing will help you get a holistic view of the results of your print marketing.
Conversions are a powerful and valuable metric. These are used to measure instances when a visitor performs a desired action. You can set up a conversion event for every time someone coming from your new print marketing traffic channel makes a purchase, signs up for emails, or sends a message.
Print Ad Impressions
An impression is every time a viewer sees your ad or website. This can be estimated using the count of prints as mentioned earlier, and multiplying the base circulation by the ‘pass-along rate’. The pass-along rate is the estimate rate at which multiple people may see your ad on just one paper.
From here, it’s now possible to get a decent picture of the impact of your print marketing.
Now get printing!