Campaign Tracking

October 24, 2007

I’ve spent a few days thinking over how to track all our various campaigns both internal and external. We set up Site Catalyst, beyond the standard campaign tracking technique, to give us perpetual tracking based on the first internal campaign responded to, and separate reporting based on the most recent campaign response.

I wish Omniture would make a campaign value assignment similar to the page value that already exists. We have so many various email campaigns, adwords, etc that it is quite possible a visitor may respond to multiple campaigns sequentially leading up to a tracked event. It would be nice to see a break down of campaign value for when a campaign doesn’t lead directly to a conversion, but leads to future campaigns (or is at least within the string) that result in conversions.

The most difficult part (which probably wasn’t really that difficult) was determining how to manage ongoing email campaigns. We have a number of standard emails that run based on events, and then of course the weekly and monthly promotions, newsletters etc. How to set up campaigns for those? As individual campaigns for each email? As campaigns based around events that trigger emails?

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