Optimize Campaign Tracking

As part of a three part series, we are discussing optimizing analytics and have talked about tying search engine visibility data with keyword-level traffic data and Conversion Optimization. This week, we will conclude with Referring Traffic Campaign Tagging. Setting up campaigns in Analytics helps you understand how much traffic is generated from various online marketing initiatives you are involved with. Email campaigns, social media links, and any other online source where you would like to set aside a place in Analytics to view traffic from the source are all examples of when to use Campaign Tracking. Most Analytics packages like Omniture, Webtrends, and Google Analytics allow you to set up campaigns to track specific sources of traffic. Google Analytics offers a URL Builder Tool that will append campaign tracking to your links and you can view the traffic sent by that link in the Campaigns section under Traffic Sources. Work with your search vendor to setup and optimize your campaign tracking process so that you are getting the most out of your Analytics package.