--- title: "Marketing Analyses" slug: "marketing-analyses-mapp-intelligence" description: "Explore Mapp Intelligence's marketing analyses, focusing on referrer and campaign tracking to optimize your website goals and enhance user insights." updated: 2024-10-10T14:22:15Z published: 2024-10-10T14:22:15Z canonical: "docs.mapp.com/marketing-analyses-mapp-intelligence" --- > ## Documentation Index > Fetch the complete documentation index at: https://docs.mapp.com/llms.txt > Use this file to discover all available pages before exploring further. # Marketing Analyses This article provides an overview of marketing analyses available in Mapp Intelligence, focusing on referrer and campaign tracking. --- ## 1 Website Goals **Which website goals have been reached?** Analysis: *E-Commerce > Website Goals* ![](https://cdn.document360.io/554b9b98-6720-4d8b-9919-c7b203d72648/Images/Documentation/ss1(115).png) ****Reading Example**** | Reading Example | | --- | | Conversion | 27,065 orders were measured. | > [!NOTE] > For more details, explore the related topics in the training chapter [Analysis of Goal Achievement](/v1/docs/analyses-6-analysis-of-goal-achievement). --- ## 2 Referrer Analyses Mapp Intelligence automatically measures access from external websites through referrer tracking. This section explains how referrer data is collected and categorized, as well as how to configure the settings to suit your analysis needs. ### How Is Referrer Data Collected? The source of visits is identified by the Mapp Intelligence pixel, which retrieves the information from the referrer URL. If you want to exclude certain referrers from being tracked, you can configure these exclusions in the Mapp pixel or Tag Integration settings. ### Types of Referrers Mapp Intelligence categorizes referrers into four main types: | Type | Description | Example | | --- | --- | --- | | Search Engines | Visits originating from search engines. Includes all major search platforms recognized by the system. | Google, Yahoo | | Social Media Sources | Referrals from social media platforms as defined in the marketing configuration settings. | Facebook, LinkedIn | | Other Sources | Any referrer that is not classified as a search engine or social media source. | Blogs, private websites | | Direct | No referrer information is available. | Direct URL input, browser bookmarks, newsletters | ### Configuring Social Media Referrers To customize which sources are considered as social media referrers, go to: *Mapp Q3 > Configuration > Marketing Configuration > Social Media Referrer* Here, you can add or modify the list of recognized social media sources according to your requirements. ![](https://cdn.document360.io/554b9b98-6720-4d8b-9919-c7b203d72648/Images/Documentation/ss1(127).png) ### Methods for Analyzing Referrers Mapp Intelligence provides two approaches to analyze referrer data: 1. **Entry Referrer Analysis** This analysis shows the referrer for the **entry page** of a visit. It is useful for understanding the initial source that brought users to your website. - Examples of analyses: Entry Sources, Entry Sources Type. 2. **All Referrer Analysis** This analysis includes **all referrers tracked during the visit**, not just the initial entry referrer. It can be used to identify all sources that referred traffic during a user’s journey on the site. - Examples of analyses: Referrer, Search Engines. #### Example of Referrer Analysis Here’s how different referrers are recorded during a visit: 1. The user first accesses the site from *www.bing.com* - Entry Source: *www.bing.com* - Referrer: *www.bing.com* 2. The the user returned within 30 minutes using a different referrer, *www.google.com*. - Entry Source: Still *www.bing.com* (no changes, as entry source is tracked only for the first landing page of the visit) - Tracked Referrer: *www.google.com* In the Referrer Analysis, both *www.bing.com* and *www.google.com* will appear as referrers for this visit. In contrast, the Entry Source Analysis will only show *www.bing.com*, as it was the original entry point for the session. --- ### 2.1 Entry Sources ##### Where was the site entered from? Analysis: *Marketing > Entry Source Tree* ![](https://cdn.document360.io/554b9b98-6720-4d8b-9919-c7b203d72648/Images/Documentation/ss1(116).png) ****Reading Example**** | Reading Example | | --- | | **Visits** | For 15,115 visits the entry source was the search engine "www.bing.com". | | **Page Impr. per Visit** | On average 3.64 pages were accessed during visits whose entry source was the search engine "www.bing.com". | | **New Visit Rate %** | 82.07 % of all visits whose entry source was the search engine "www.bing.com" were made by new visitors. | --- ### 2.2 Search Engines ##### Which search engines were tracked? Analysis: *Marketing > Referrer > Search Engines* ![](https://cdn.document360.io/554b9b98-6720-4d8b-9919-c7b203d72648/Images/Documentation/ss1(117).png) ****Reading Example**** | Reading Example | | --- | | Visits | For 1,875 visits the search engine "www.bing.com" was tracked. | | Organic Source % | 78.30 % of all accesses via "www.bing.com" took place without a campaign based on a URL parameter. | --- ### 2.3 Search Phrases ##### Which search phrases are used in search engines? Analysis: *Marketing > Search Phrases > External Search Phrases* ![](https://cdn.document360.io/554b9b98-6720-4d8b-9919-c7b203d72648/Images/Documentation/ss1(118).png) ****Reading Example**** | Reading Example | | --- | | Visits | For 425 visits the search phrase *jeans* was entered to get to the website. | | Bounce Rate % | During 42.86 % of all visits with the search phrase *jeans* only one page was viewed. | > [!NOTE] > For the majority of queries the search phrase could not be identified ("not provided"). This is caused by the suppression of phrases for https search requests on Google. --- ## 3 Campaign Analyses Campaign analyses allow detailed analyses of the quantity and quality of the visits. All entry sources (e.g., SEO, direct entries) can be displayed. ![](https://cdn.document360.io/554b9b98-6720-4d8b-9919-c7b203d72648/Images/Documentation/ss1(119).png) Usually, campaigns are used to reach a specific website goal (e.g., orders and contact requests). - Within a **Customer Journey**, all clicked campaigns are tracked until reaching the website goal. - Which campaign lead to the achievement of the website goal? Various attribution models (e.g., last campaign wins) are supported. **Example of a Customer Journey:** ![](https://cdn.document360.io/554b9b98-6720-4d8b-9919-c7b203d72648/Images/Documentation/ss1(120).png) > [!NOTE] > For more details, explore the related topics in the training chapter [Campaign Analyses](/v1/docs/analyses-3-campaign-analyses). --- ### 3.1 Campaign Tree ##### How successful are my marketing campaigns? Analysis: Individual Analysis ![](https://cdn.document360.io/554b9b98-6720-4d8b-9919-c7b203d72648/Images/Documentation/ss1(121).png) ****Reading Example**** | Reading Example | | --- | | Visits | 60,445 users accessed the website via the unpaid "Bing" search. | | Visits per Visitor | On average 1.09 visits were made by users that accessed the website via the unpaid "Bing" search. | | Qty Orders | According to the attribution model, 2,725 orders have been assigned to the unpaid "Bing" search. | | Order Value Avg | On average EUR 26.17 were generated per order by users that accessed the website via the unpaid "Bing" search. | | Conversion Rate % | 4.28 % of all users that accessed the website via the unpaid "Bing" search also placed an order. | > [!NOTE] > For more details, explore the related topics in the training chapter [Campaign Analyses](/v1/docs/analyses-3-campaign-analyses). --- ### 3.2 Campaign Channels ##### How often have campaign channels been used in different time periods? Analysis: *Marketing > Campaign Categories > [Name of the Channel] > Comparison* ![](https://cdn.document360.io/554b9b98-6720-4d8b-9919-c7b203d72648/Images/Documentation/ss1(123).png) ****Reading Example**** | Reading Example | | --- | | Visitors | SEM campaigns were clicked 57 times in the previous month and 63 times in the month before the previous month, a decrease of 9.52 %. | **In which order are campaign channels used?** Analysis: *Marketing > Campaign Categories > [Name of the Channel] > Path* ![](https://cdn.document360.io/554b9b98-6720-4d8b-9919-c7b203d72648/Images/Documentation/ss1(124).png) ****Reading Example**** | Reading Example | | --- | | Visitors | 64 Users use within the analysis period first the channel *Direct* and then the channel "SEA". | > [!NOTE] > For more details, explore the related topics in the training chapter [Campaign Analyses](/v1/docs/analyses-3-campaign-analyses). --- ### 3.3 Ad Media Path ##### In which order have campaigns been clicked on before an order? Analysis: *Marketing > Customer Journeys > Ad Media Path* ![](https://cdn.document360.io/554b9b98-6720-4d8b-9919-c7b203d72648/Images/Documentation/ss1(125).png) ****Reading Example**** | Reading Example | | --- | | Conversions | During 39 conversions the ad media "Google Adwords.Brand.Fall16.Newborn" was used first, followed by "Direct". | | Conversionvalue | A Conversionvalue of EUR 735.00 was generated, when the ad media "Google Adwords.Brand.Fall16.Newborn" was used first, followed by "Direct". | > [!NOTE] > For more details, explore the related topics in the training chapter [Campaign Analyses](/v1/docs/analyses-3-campaign-analyses). --- ### 3.4 Product Categories and Campaign Channels ##### Which channels in which product categories led to a purchase? Analysis: Individual Analysis ![](https://cdn.document360.io/554b9b98-6720-4d8b-9919-c7b203d72648/Images/Documentation/ss1(126).png) ****Reading Example**** | Reading Example | | --- | | Qty Purchased Products | 60 products of the main category "Me"n were bought via the channel "SEO" on Oct 03 2016. | | Value Purchased Products | A product turnover of EUR 3,040.00 was generated in the main category "Men" via the channel "SEO" on Oct 03 2016. | > [!NOTE] > For more details, explore the related topics in the training chapter [Campaign Analyses](/v1/docs/analyses-3-campaign-analyses).