Cam­paign track­ing is one of the most fun­da­men­tal strate­gies to increase con­ver­sion for your com­pany.  Cam­paign track­ing is a huge topic that was cov­ered in the past in this blog post and I will revisit it here with some infor­ma­tion for the more advanced users out there.

Cam­paign basics

If you are expe­ri­enced with cam­paigns you can skip to the cam­paigns advanced post. How­ever, if you would like a refresher or are new to web ana­lyt­ics this will help you get a good grasp on what cam­paign track­ing is all about.

Def­i­n­i­tion of a cam­paign: A cam­paign (aka mar­ket­ing cam­paign) is any sit­u­a­tion where you make an effort to acquire traf­fic or drive traf­fic to your web­site or another location.

Exam­ples of campaigns:

  • Google Paid advertising
  • Ban­ner advertising
  • TV Com­mer­cials
  • Face­book Fan Page
  • Twit­ter Tweets
  • Youtube Chan­nel
  • Email cam­paign

Track­ing a Cam­paign: Track­ing a cam­paign is a way to mea­sure the suc­cess of a cam­paign.  For exam­ple, if you are pay­ing for Google adver­tis­ing you will want to know if you are get­ting a good return on your invest­ment in the Google advertisment.

To do this in Site­Cat­a­lyst you cre­ate a unique “track­ing code” to the URL for a cam­paign. Then you add a plug-in on your site that cap­tures the track­ing code for report­ing. For exam­ple, if you run a Google cam­paign that lands the user on a prod­uct page, the URL for the cam­paign will include a unique track­ing code that looks some­thing like this.

http://​www​.exam​ple​.com/​p​r​o​d​u​c​t​s​/​n​i​n​t​e​n​d​o​_​w​i​i​.​h​tml?cid=g:p:3121

After these track­ing codes are pushed into Site­Cat­a­lyst they will gen­er­ate a report like the one below.

The above report shows you a ton of infor­ma­tion about spe­cific cam­paigns.  You can see how much rev­enue each cam­paign is gen­er­at­ing for your com­pany and many other met­rics that are setup in your report­ing. The above report is not com­pre­hen­sive when you first look at it. Which is why Site­Cat­a­lyst comes with a clas­si­fi­ca­tion tool called SAINT.  SAINT allows you to take cam­paign code “g:p:3121″ and tell Site­Cat­a­lyst the code is from Google Paid and is for your Nin­tendo Wii prod­uct.  Learn more about clas­si­fi­ca­tions here.  After you setup clas­si­fi­ca­tions you get more reports that are a lit­tle more com­pre­hen­sive to look at.

Impor­tant things to know about Cam­paigns ( Info from here)

1.       The cam­paigns vari­able (track­ing code) comes with full sub­re­la­tions by default so you can break­down every Con­ver­sion Vari­able by any track­ing code and any Clas­si­fi­ca­tion of any track­ing code.

2.       If you do a lot of Paid Search, cre­at­ing thou­sands of unique track­ing codes and inputting them into the var­i­ous search engines can be tedious and costly.  Omniture’s Search­Cen­ter prod­uct auto­mates this process and pro­vides many other incred­i­ble ben­e­fits so check it out.

3.       The “Click-throughs” met­ric is only avail­able in Cam­paign reports, though there are more advanced ways to imple­ment this if more flex­i­bil­ity is needed.

Cam­paign Track­ing Enhancements

As you are aware vis­i­tors to your site do not only orig­i­nate from your paid or man­aged cam­paigns.  Vis­i­tors might come directly to your site by typ­ing the URL, they might find your site through a nat­ural search results ( as opposed to paid search) . Vis­i­tors might also come from a refer­ring site that sim­ply links to one of your pages.  To take advan­tage of these types of traf­fic sources Site­Cat­a­lyst has two solu­tions that will give you bet­ter insight as to where your traf­fic is com­ing from.

Each of these solu­tions allows you to look at all your traf­fic sources (where your traf­fic orig­i­nates from) in a sin­gle report.  This sin­gle report helps you to mea­sure the effec­tive­ness of all your cam­paigns and other traf­fic sources side by side to help you make the most informed deci­sions possible.

Cam­paigns Advanced

Part 2 of “Cam­paign Track­ing Revis­ited” dis­cusses advanced solu­tions and strate­gies for track­ing cam­paigns.  Part 2 is live so enoy.

Other posts you might be inter­ested in:

As always, post your com­ments or e-mail me at pearce (at) adobe​.com.  It is your com­ments and e-mails that keep me post­ing and give me ideas for future posts.

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