Some time ago I was on a call with a cus­tomer who had recently launched sev­eral mobile cam­paigns and wanted me to help ana­lyze how those cam­paigns were per­form­ing. Not long into the dis­cus­sion, it became evi­dent the cam­paigns had launched with­out an opti­miza­tion strat­egy and were actu­ally not being measured.

Even worse, orga­ni­za­tional and tech­ni­cal lim­i­ta­tions pre­vented the cus­tomer from mak­ing code changes that would allow them to begin mea­sur­ing their cam­paigns. Ulti­mately the cus­tomer used “fuzzy mea­sures” to quan­tify suc­cess for the mobile cam­paign. Sound famil­iar? Is data dri­ving your invest­ment in mobile cam­paigns? If you’re not sure, here are a few ques­tions to assess what’s dri­ving your mobile mar­ket­ing efforts:

If data isn’t dri­ving your mobile vis­i­tor acqui­si­tion efforts, it’s easy to start. There are two ways to begin mea­sur­ing mobile campaigns:

(1) Add cam­paign mea­sure­ment code to the ana­lyt­ics imple­men­ta­tion. For a quick overview, read this blog post: Mea­sure Your Mobile Ini­tia­tives.

While adding mea­sure­ment for cam­paigns to your exist­ing imple­men­ta­tion is ideal, it’s an easy step to over­look in the quickly evolv­ing mobile envi­ron­ment where lead times are counted in days instead of months. Often the des­ti­na­tion for a cam­paign is a mobile site which was imple­mented with ana­lyt­ics long before any vis­i­tor acqui­si­tion efforts were launched. In these cases, you may find cam­paign mea­sure­ment wasn’t deployed ini­tially and may be chal­leng­ing to go back and add.

If this describes your sit­u­a­tion, don’t worry. Two weeks ago, Adobe intro­duced a new fea­ture called the Mar­ket­ing Chan­nels Report. That brings us to the sec­ond way to mea­sure mobile campaigns:

(2) Add cam­paign mea­sure­ment to the Mar­ket­ing Chan­nels Report. You can read Ben Gaines excel­lent overview here: Get­ting to know the new mar­ket­ing chan­nels reports.

Here are three easy steps to mea­sure your mobile cam­paigns using the Mar­ket­ing Chan­nels Report:

Step 1: Find out what attrib­utes in the des­ti­na­tion url iden­tify the paid cam­paign. This is usu­ally a query string para­me­ter and attribute. If your cam­paign doesn’t have a unique iden­ti­fier, you will need to mod­ify the des­ti­na­tion URL to include attrib­utes unique to the cam­paign (see screen­shot below for one example).

Step 2: Con­fig­ure the cor­re­spond­ing chan­nel in the mar­ket­ing chan­nel man­ager so the cam­paigns are iden­ti­fied. To add mea­sure­ment for a dis­play cam­paign dri­ving users to the url above I would: Login to Site­Cat­a­lyst > Admin > Report Suites > [select report suite to con­fig­ure ] > Edit Set­tings > Mar­ket­ing Chan­nels > Mar­ket­ing Chan­nel Man­ager > edit ‘Dis­play’ to include ‘cmp’ as a query string parameter.

Step 3: Report and opti­mize the chan­nel using the Mar­ket­ing Chan­nel Man­ager Report. You may access report­ing by log­ging on to Site­Cat­a­lyst > Mar­ket­ing Chan­nels > Chan­nel Overview Report. In the screen­shot, I’ve ver­i­fied the cam­paign ‘QR’ is being mea­sured by SiteCatalyst.

What if you only have a “hard-coded” image bea­con mea­sur­ing the des­ti­na­tion url and you can’t change the code on that page? Since the Mar­ket­ing Chan­nel Man­ager uses “post-processing” rules, as long as there is some type of unique cam­paign iden­ti­fier in the des­ti­na­tion url, you can con­fig­ure mea­sure­ment from inside Site­Cat­a­lyst–you don’t have to touch your page code!

Dis­claimer: the Cam­paign Chan­nel Man­ager will not pop­u­late the tra­di­tional “cam­paign” vari­able inside Site­Cat­a­lyst report­ing. If you need to pass data to the cam­paign vari­able, you will need to make an imple­men­ta­tion change or use VISTA to col­lect data for this report.

Addi­tional Resources: If you would like to learn more about mea­sur­ing cam­paigns for other ini­tia­tives, an excel­lent primer may be found here: Cam­paign Tracking

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