Campaign Architecture and Categorization

Campaigns enable you to analyze all traffic sources accessing your website. In addition to campaigns tracked through media codes or URL parameters (e.g., newsletters, display ads, SEA), you can also track other traffic sources as campaigns, including direct entries, SEO, and other sources. With Mapp Intelligence, you can structure campaigns flexibly to suit your needs.

The smallest campaign unit is called Ad media, typically identified by a unique URL parameter.

While the default name is simply ‘Ad media,’ we recommend using a specific prefix for better findability, which can easily be configured. In this example, the ‘Ad media’ is further categorized using ‘Campaign Category 5,’ making it easier to filter and analyze within the platform.

Example:

To enrich Ad media data, you can use:

• Campaign Categories

• Traffic sources

• Campaign parameters

1. Campaign categories

Campaign categories help group Ad media. Each Ad media can belong to one category, enabling better segmentation and analysis.

Example: Categorize your Ad media by specific campaign attributes.

• Configuration
  You can configure the number and names of these categories based on your requirements under Mapp Q3 > Configuration > Marketing Configuration.
  

• Category-Types
  Categories can be:

  • Hierarchical categories: Always text-based and appear in the Marketing > Campaign Categories analysis.

  • Non-Hierarchical Categories: Can be text or numeric. Text-based categories are also available in the Marketing > Campaign categories analysis.

2. Traffic sources

Traffic sources provide a higher-level classification of Ad media and are essential for Customer Journey analyses. Along with Ad media, they are used to analyze the sequence of campaigns.

Example: Traffic sources in Customer Journey analyses

• Configuration

  You can customize predefined traffic sources in Mapp Q3 > Configuration > Marketing Configuration. Adjusting traffic source weighting impacts how they influence attribution models. Note that changes do not retroactively affect Customer Journey analyses.

  

3. Campaign parameters

Campaign parameters capture dynamic data about an Ad media. This allows you to add details without overloading the campaign tree or Customer Journey analysis.

Example for campaign parameters:

• Position of links in newsletters

• Link type (image, text)

Campaign parameters can be passed through separate URL parameters (e.g., www.mapp.com?wt_mc=newsletter.edition5&wt_cc1=Text_Pos1) or included in the Intelligence tag.

• Configuration

  Set up campaign parameters under Mapp Q3 > Configuration > Custom Parameters > Campaign Parameter.
  
  
  Parameters can be analyzed as dimensions or metrics, depending on the data type, and will be available in the main menu.

  • Data type Text: Store up to 255 characters.

  • Data type Generic: Store up to 510 characters. Generic parameters cannot be used in Customer Journey or attribution analyses.

4. Bringing It All Together: Structured Campaign Example

Here is an example that consolidates the above concepts into real-world scenarios, demonstrating how campaign data can be structured using Ad media, campaign categories, traffic sources, and campaign parameters.

5. How to Pass Values?

Values for campaign categories, traffic sources, and campaign parameters can be passed in several ways: