Campaign Tracking

Campaign tracking measures how visitors reach your website through marketing campaigns and how those campaigns perform.

It allows, for example, the following analyses:

• Which marketing campaigns are used?

• What are the most successful campaigns?

• In which order are campaigns used?

• What costs are caused by campaigns?

Note

This page gives a conceptual overview of campaign tracking as part of the overall measurement picture. For comprehensive guidance on campaign setup, media codes, and attribution, see the dedicated Campaign Configuration.

Ad media

The dimension "Ad media" is the base for all campaign-related analyses.

• For each ad media, further information can be tracked via categories and parameters.

Details

Each ad media is based on a unique data source.

The following data sources can be used to define campaigns:

• URL parameters (e.g. www.mapp.com?wt_mc=banner.123)

• Pages (specific landing page)

• Events (click on internal link)

• Referrers (e.g. SEO, social media referrers, other referrers, direct input)

Note

With the URL campaign mapper plugin, you can generate a Mapp Intelligence media code from several URL parameters, so existing parameters can be adopted easily. For more details, see URL Campaign Mapper.

Analysis

Available in the navigation section Marketing > Campaigns. For worked examples, see Campaign Analyses.

Campaign categories

Campaigns can be categorized. This allows for a better overview.

• By doing so, additional information can be tracked for each campaign.

• Campaign categories can be populated via URL parameter or import.

Examples:

• Campaign channel, campaign event

• Campaign costs

• Campaign audience

Campaign parameters

Dynamic information about a campaign can be tracked with campaign parameters.

Campaign parameters can be submitted via separate URL parameters or configured directly for the page or campaign.

Examples:

• Submitting the position of a link

• Passing a distinctive link name

Analysis

Available in Navigation > Campaign Parameters (for the data type Text).

Setup

• How to set up custom parameters