Analytics basics: Campaign tracking
July 22, 2008 |
The ability to track marketing campaigns is now a standard component of any Web analytics tool. We don't need to worry anymore about having to set up specific landing pages and tracking referrals to the page.
Most Web analytics tools now use the same principle of campaign tracking: adding a tracking parameter to the end of the landing page URL to identify the piece of marketing activity. The Web analytics tool is configured to recognize the tracking parameter at the end of the landing page URL as a visit generated by a campaign, then populates the database and reports as appropriate. Simple enough in theory but often trickier in practice.
Two common pitfalls that lead to poor quality campaign tracking data are:
- Campaign data aren't properly structured.
- Campaigns aren't consistently tagged.
The first of these pitfalls is a planning issue. The second is a process issue.
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