Track Sources of Website Traffic & Identify Which Outreach Efforts Work Best
You're going through the checklist of everything needed to get the awareness efforts for your study up and running:
But then you ask yourself two important questions: (1) where do I send patients looking for more information? (2) how do I track the sources these patients are coming from to figure out which outreach initiatives are working best?
(1) Where do I send patients looking for more information?
Whether you are targeting patients through your recruitment materials, your traditional media, or your digital advertising campaigns, there is one place you should direct that traffic: the clinical trial website you created.
It is important to place the website's URL on all patient recruitment materials, add it to your TV and radio ads, and direct all social media and Google ads to it as well.
(2) How do I track the sources these patients are coming from to figure out which outreach initiatives are working best?
Include a "How did you hear about the study?" question on your form
One of the best ways to identify where referrals are hearing about your study is to ask them on your website form. Include a drop-down of options for all the potential sources, like TV, radio, Google ad, Facebook Ad, flyer, etc.
Link your Google Analytics account to your website
Google Analytics is another tool you can use to track where your website traffic is being sourced to, as well as see what pages visitors are looking at most and where those visitors are located geographically. This platform is very powerful and will provide insight to a lot of useful information.
Set up conversion tracking in your Google Ads account
When you are building your study website, direct those who fill out your contact or pre-screener form to a thank you page. You'll be able to include a piece of code (provided to you in your Google Ads account when you set up conversion tracking) on this page to track any form completions.
Track your Facebook advertising with pixels
Create a Facebook pixel for your advertising campaign and include this code either manually or through the Facebook integration with Google Tag Manager. If someone comes to your site from the Facebook ad you placed, you'll be able to source that referral accordingly.
Include a call extension on your Google ads so patients could call and speak to someone directly about your study. Depending on how you organize the campaign, you could either add the site's number or a centrally-managed 800 number. Once you have the call extension in place, create a conversion tracker to see how many calls come in from the ad campaign.
Have questions about tracking your advertising referrals, or interested in learning more about our services in this area?