Measuring ABM with Google Analytics

Using Triblio's account-level data, Google Analytics can provide powerful insights into how your ABM campaigns are impacting your target accounts. There are two primary applications for this: measuring personalizations and measuring ads.

Note: This guide assumes you've already integrated Triblio with your Google Analytics instance. If you haven't completed this step, check out our Google Analytics Integration guide.

Measuring Personalization Impact

Personalizations rely on customizing website content to more effectively engage visitors to your site. From a metrics standpoint, this translates to lower bounce rates, higher pages/session, longer session durations, and more goal completions. Fortunately, GA is a fantastic tool for tracking these metrics at a granular level.

Here's how to measure a Triblio personalization campaign in Google Analytics:

  1. Create and launch a personalization campaign in Triblio. Need help? Check out our guide here: How to Create a Personalization
  2. Note the name of the specific Triblio messaging or overlay CTA element that you want to measure.
  3. Navigate to analytics.google.com and sign into your Google Analytics account
  4. Click the "Audience" tab on the left and select "Overview"
  5. Click "Add Segment" at the top-middle of the page
  6. Click the red "New Segment" button on the left
  7. Enter a name for your GA segment and select "Conditions" on the left side of the segment builder
  8. Set the filter to "Event Label > Contains > {name of your Triblio personalization element}. At this point, your configuration should look like this:
  9. Click "Save"
  10. You will now see a view that compares your total site traffic to those visitors who saw this personalization. Compare the bounce rate, pages/session, and average session duration values.
  11. Lastly, navigate to Conversions > Goals > Overview. Assuming you have goals configured in GA, compare the number of goal completions and goal completion rate between those who saw the personalization and those who didn't.

Here are some examples of insights you could draw from this type of reporting:

  • Visitors who saw a homepage personalization are half as likely to bounce.
  • Visitors who saw an overlay CTA with industry-specific messaging were 75% more likely to convert.

Triblio Tip

  • If you'd like to dig deeper into analyzing personalization impact in GA, check out the Behavior Flow report. It's a visual map of how visitors navigate through your site, highlighting the most common paths and most the common drop-offs. Analyzing this report with a personalization segment applied will show you how site visitors act once they've seen a personalization.

Measuring Ads Impact

Prerequisite: you must be pushing "domain" from Triblio into Google Analytics using a custom dimension. See our Google Analytics Integration guide for instructions on how to configure this.

When measuring display ad campaigns, it's important to measure engagement lift across all channels, not just click-throughs. Here's how to do this in Google Analytics:

  1. Create and launch an ad campaign in Triblio. Need help? Check out our guide here: How to Create an Ad Campaign
  2. Note the first date that your ad campaign began delivering impressions. You can find this using the Ads Report.
  3. In Triblio, go to the audience associated with your ad campaign, click "Edit", and then click "Members Accounts" on the top right.
  4. Click "Download CSV." This will export a list of all the account domains in the audience.
  5. Drop this list of domains into a spreadsheet and concatenate them with a vertical pipe (this character: | ) between each domain (e.g. apple.com|microsoft.com|facebook.com|amazon.com). This is called a regular expression and the "|" character means "or".
  6. Navigate to analytics.google.com and sign into your Google Analytics account
  7. Click the "Acquisition" tab on the left and select "Overview"
  8. Click "Add Segment" at the top-middle of the page
  9. Click the red "New Segment" button on the left
  10. Enter a name for your GA segment and select "Conditions" on the left side of the segment builder
  11. Set the filter to "{name of the custom dimension receiving "domain" values from Triblio} > Matches RegEx > {regular expression you made in step 5}. At this point, your configuration should look like this:
  12. Click "Save"
  13. Locate the drop-down arrow on the "All Users" default segment and remove it
  14. Lastly, click the date range at the top right of the page, set the date range from the first day the ads began running to the most recent day the ads ran and check the "Compare to: previous period" box.
  15. Use the chart at the bottom of the page to compare the number of target account visitors per channel visiting your website before and after the ads launched.

Here are some examples of insights you could draw from this type of reporting:

  • Organic traffic from target manufacturing accounts increased 30% in the 3 week following the launch of our manufacturing ad campaign.
  • Total inbound conversions from target accounts increased 25% in the 2 months following the launch of our Q2 brand awareness ad campaign.
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