What is Web Analytics Campaign Management

When it comes to Web Analytics Campaign Management, what are the basics and essentials requirements to execute the campaign successfully? Obliviously you should have a nicely design web landing page for your campaign and there are other below requirements as well.

Campaign Tracking Parameter:

Campaign Tracking Parameters are the campaign tracking tags used to track the campaign links which provides the data to your Web Analytics team to measure the online success of your campaign.

If you are using Google Analytics to track your campaign, make sure that your Web Analytics team are using UTM Parameters and generate the campaign URL through Google URL builder.

If you are using Omniture Site Catalyst, ensure that your Web Analytics team has to use SCIDs for campaign tracking.

Before launching any campaign your Web Analytics teams has to ensure below requirements:

• Make sure that every campaign has enabled with campaign tracking parameter

• Make sure that every landing pages of your website has a JavaScript tag for the Web Analytics tool you are using

Once you have out campaign on various sources like Paid Search, Social Media, Search Engine, Email Marketing and Affiliate Marketing etc. Here comes the role of UTM and SCIDs campaign tracking parameters, to tracks the campaign and provides the data to your Web Analytics team to measure the In and Out performance of your web campaign.

Measurement of Campaign KPIs:

In order to measure the success of your campaign you should define the good KPIs. Here we are categorizing KPIs in three different segments.

Acquisition:

First thing to measure how you are doing to acquire the good traffic on your campaign landing page. A good metrics to measure traffic acquisition is Cost Per Acquisition (CPA).

Behavior:

Secondly how user are behaving with your campaign, what exactly they are doing after landing on your campaign page, to measure this use metrics Bounce Rate – whether they came, interact and leave immediately. Measurement of Bounce Rate will help you to understand how your campaign landing page is performing against the visitor expectations.

Conversion:

Lastly comes an outcome, to understand the Return on Investment (ROI), a good metrics to calculate is Conversion Rate.

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