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 here with some infor­ma­tion for the more advanced users out there.

Cam­paign basics

Cam­paign Track­ing Revis­ited — Part 1 (basics) cov­ers all the basics of track­ing cam­paigns and reports that will help you increase the effec­tive­ness of your mar­ket­ing campaigns.

Cam­paigns Advanced

Cam­paign Track­ing Strategy

One of the largest prob­lems with cam­paign track­ing that I see at com­pa­nies is a lack of a strat­egy and processes.  Cam­paign track­ing has become so “basic” that com­pa­nies are over­look­ing the accu­racy and impor­tance of track­ing ALL cam­paigns through­out the com­pany.  Few com­pa­nies have a strat­egy that cov­ers all cam­paigns and there is no plan to update and adapt their cam­paign track­ing strat­egy. For exam­ple, does your com­pany have a strat­egy and process for mea­sur­ing Twit­ter or Face­book cam­paigns? So, if there is one sug­ges­tion I can give every com­pany out there, it is to meet quar­terly or bian­nu­ally and decide how you are going to adapt your cam­paign track­ing strat­egy.  These meet­ings will help your com­pany orga­nize cam­paigns across depart­ments and adver­tis­ing platforms.

Cam­paign Track­ing — Tools / Processes

The accu­racy of your cam­paign track­ing is highly depen­dent on your company’s abil­ity to use and clas­sify cam­paign codes.  The weak­est link in any track­ing strat­egy will be the peo­ple.  Humans are prone to mak­ing mis­takes and they might mistype a cam­paign code or clas­sify it incor­rectly caus­ing dis­crep­an­cies in your cam­paign reporting.

The most suc­cess­ful com­pa­nies that I have worked with all seem to have a sys­tem to man­age their cam­paigns and cam­paign codes.  The sim­plest sys­tem that your com­pany should have is an inter­nal web­page that will gen­er­ate a cam­paign code for each cam­paign cre­ated.  A much bet­ter sys­tem is one where users cre­ate cam­paign codes and insert clas­si­fi­ca­tion data dur­ing cre­ation of the cam­paign code.  The sys­tem stores the data and then auto­mat­i­cally uploads the clas­si­fi­ca­tion data to Omni­ture on a reg­u­lar basis.  Not only is this a way to increase accu­racy of track­ing cam­paign codes but it will also save you and your analytics/marketing team many hours of man­ual cam­paign man­age­ment.  If you are look­ing for assis­tance with build­ing such a sys­tem the Engi­neer­ing Ser­vices Con­sult­ing team can help you with the specifics.

Costs of Goods Sold (COGS)

This is one solu­tion that almost every client who sells goods should be using. If you are not using this then con­sider invest­ing some time fig­ur­ing out how you can get this setup for your com­pany. If there is one thing I want you to take away from this post it will be this concept.

If you have a Google ad for a Nin­tendo Wii and the cam­paigns report shows that cam­paign gen­er­ated $1,000,000 in rev­enue then it might look like the cam­paign is doing a great job. How­ever, there are two prob­lems. First, you do not know how much the cam­paign cost you, so if the cam­paign cost you $1,500,000 then you are los­ing a lot of money.  Most solu­tions such as Omni­ture Search Cen­ter can get you the cost per click in your reports, but that is still not a com­plete pic­ture.  The sec­ond issue is you don’t know how much of that rev­enue is actual rev­enue and how much of it is the cost of the Nin­tendo Wii.  Now imag­ine that you had the cost of the Nin­tendo Wii in your report­ing so you could sub­tract that cost from the rev­enue gen­er­ated to get net revenue.

That is where COGS comes into play. The report below was built using two met­rics added to the cam­paigns report from the COGS solution.

  • The “Cost of Goods” met­ric is a met­ric that shows how much of the rev­enue went into the prod­uct that was purchased.
  • The “COGS” met­ric is sim­ply a cal­cu­lated met­ric where we sub­tract “Cost of Goods” from Rev­enue to get the Net Revenue.

This new way to look at your report­ing will help you to get a com­plete pic­ture of how your cam­paigns are per­form­ing. See the more in-depth expla­na­tion about COGS report­ing here.  You can also request infor­ma­tion about the solu­tion from the ES Solu­tion Por­tal.

Cross Visit Par­tic­i­pa­tion (CVP)

CVP is one of the newest advanced solu­tions to come out of the Engi­neer­ing Ser­vices team here at Adobe’s Omni­ture busi­ness unit and it is one of my per­sonal favorites.  The basic goal of CVP is to rec­og­nize that mul­ti­ple cam­paigns will affect con­ver­sion. For exam­ple a user might have an expe­ri­ence like this:

In the above exam­ple all the rev­enue is attrib­uted to email which is fun­da­men­tally not fair to the other cam­paigns.  CVP can dis­trib­ute the rev­enue or any other met­ric to the other cam­paigns for a more com­plete view of your cam­paigns report­ing.  For more in-depth expla­na­tion read this blog post.  You can also request more infor­ma­tion about this solu­tion from the ES Solu­tion Por­tal.

Key­word Auto-Classification and Misspelling

One of our more pop­u­lar and time sav­ing solu­tions is our auto-classification solu­tion.  The solu­tion will take key­words and auto-classify them into groups for eas­ier and faster report­ing.  The solu­tion can be cus­tomized in many ways to cre­ate almost any type of group­ing that you would want.

The biggest ben­e­fit is the mis­spelling addi­tion to the solu­tion. To be hon­est, this is prob­a­bly one of the sim­plest quick wins for com­pa­nies that I can think of.  For almost all com­pa­nies, if you are pay­ing for branded key­words (key­words that have your brand name or prod­uct name) then you know they almost always con­vert bet­ter than non branded key­words.  That is where the mis­spelling add-on comes in handy; we can setup the sys­tem to detect mis­spelled ver­sions of your key­words giv­ing you an advan­tage to bid on these key­words for less and con­tinue to have a higher con­ver­sion rate.  All of the clients that I have seen use this strat­egy have always gen­er­ated sig­nif­i­cant ROI.  You can get more infor­ma­tion about the Key­word Auto-classification Solu­tion here.

Offline Cam­paign Tracking

With the Super Bowl XLV (45) right around the cor­ner I am often asked how a com­pany can track offline cam­paigns.  The most com­mon way is to cre­ate a van­ity URL and have it add the cam­paign code to the URL via a redi­rect or sim­ply by hav­ing a spe­cific land­ing page for the URL and set­ting the cam­paign code on the page.  Both of those meth­ods are good but not always fea­si­ble espe­cially if you want to pro­mote your exist­ing URL.

An advanced solu­tion we offer uses logic to pre­dict if a user came from an offline adver­tise­ment and labels the visit as com­ing from the offline cam­paign that you are run­ning at the time.  You can find out more about the Offline Cam­paign track­ing solu­tion here.

Other posts you might be inter­ested in:

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