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 .png)
Reading Example
Reading Example | |
|---|---|
Conversion | 27,065 orders were measured. |
For more details, explore the related topics in the training chapter 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.
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Methods for Analyzing Referrers
Mapp Intelligence provides two approaches to analyze referrer data:
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.
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:
The user first accesses the site from www.bing.com
Entry Source: www.bing.com
Referrer: www.bing.com
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 .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 .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 .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. |
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.
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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:
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For more details, explore the related topics in the training chapter Campaign Analyses.
3.1 Campaign Tree
How successful are my marketing campaigns?
Analysis: Individual Analysis
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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. |
For more details, explore the related topics in the training chapter 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
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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
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Reading Example
Reading Example | |
|---|---|
Visitors | 64 Users use within the analysis period first the channel Direct and then the channel "SEA". |
For more details, explore the related topics in the training chapter 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
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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". |
For more details, explore the related topics in the training chapter Campaign Analyses.
3.4 Product Categories and Campaign Channels
Which channels in which product categories led to a purchase?
Analysis: Individual Analysis
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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. |
For more details, explore the related topics in the training chapter Campaign Analyses.