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Analyses 3.1 – Campaign Configuration

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This training document shows the setup and editing of campaigns. You can download this training chapter as PDF file here.

This training chapter provides detailed information about setting up campaigns. Many handy use cases and analyses are depicted in the training chapter "Analyses 3 – Campaign Analyses".

 

Content:

1. Campaign structure

All sources, that are used to access a website, can be analyzed via campaign analyses.

Besides the campaigns, that are tracked via URL parameters (e.g. Newsletters, Display, SEA), other accesses can be tracked as campaigns, too (e.g. Direct Entries, SEO, Other Sources).

Webtrekk allows campaigns to be structured arbitrarily.

The smallest unit of a campaign is called "Ad media" by default. It is based on an unique data source. Commonly, this is an URL parameter, that is used as ad media name at the same time.

Example:

In this example Ad media was complemented by the expression Campaign Category 5. This facilitates the retrievability in the filter engine and with the choice of dimensions.

Further information can be recorded for an ad media by using:

  • Campaign categories
  • Traffic sources
  • Campaign parameters

1.1 Campaign categories

With the help of campaign categories, ad media can be merged.
A campaign category can represent exactly one information per ad media.

Example: Categorization of an ad media via campaign categories

  • The amount and names of the categories can be configured by you according to your requirements.

 

Configuration is done under "Webtrekk Q3 > Configuration > Marketing Configuration".

Categories can be divided into:

  • Hierarchical categories
    are always of the data type text. They are shown in the analysis „Marketing > Campaign Categories“ and serve as a basis for the campaign tree analysis („Webtrekk Q3 > Marketing > Campaign Tree“)
  • Categories
    can be of the data type text or figure. If they are of the data type text, they can be analyzed at „Marketing > Campaign categories“.

 

 

1.2 Traffic sources

Ad media are typed via traffic sources. Therefore, a superordinate analysis is possible.

  • Traffic sources are especially useful in Customer Journey analyses. Besides the ad media itself they are the only option for analyzing the order of the used campaigns.

Example: Traffic sources in Customer Journey analyses

The configuration is done under "Webtrekk Q3 > Configuration > Marketing Configuration". Predefined traffic sources can be found there. They have to be customized individually.

A weighting can be set up for each traffic source. This influences the matching in complex attribution models (several campaigns are assigned to a website goal).

Customizations have no retrospective influence on Customer Journey analyses.

1.3 Campaign parameters

Changing information about an ad media are tracked via campaign parameters.

Therefore, not every information has necessarily to be depicted in the ad media (and thus in the campaign tree and the Customer Journey).

Example for campaign parameters:

  • Position of links in newsletters
  • Link type (image, text)

The parameters are handed over via a separate URL parameter or within the tag.
E.g. www.webtrekk.de?wt_mc=newsletter.edition5&wt_cc1=Text_Pos1

The campaign parameter has to be set up under
"Webtrekk Q3 > Configuration > Custom Parameters > Campaign Parameter"

Depending on the data type chosen in the configuration, campaign parameters can be analyzed differently.

  • Data type Text
    "Marketing > Campaigns > Campaign Parameters"
  • Data type Generic
    The parameter can be loaded as metric.

1.4 Structured example

The example shows, how information to an ad media can be depicted:

1.5 How can values be handed over?

There are several possibilities for handing over values for campaign categories, traffic sources and campaign parameters.

2. Setting up campaigns

This section provides answers to the following questions:

  • Basing on which data sources ad media can be defined?
  • How do I configure Webtrekk in order to add new campaigns automatically?
  • How can campaigns be set up manually?
  • What use does the Google API provide?
  • How can campaign views and campaign costs be measured?

2.1 Data sources

In order to identify campaigns, various data sources can be used. The most common data source for doing this is the URL parameter.

Primary data sources

  • URL parameter (media code)
  • Page
  • Event

Secondary data sources

  • SEO
  • Social Media Referrers
  • Other Sources
  • Direct Entries
  • TV & Radio

Please be aware:

  • The campaign measurement has to be activated in the tool prior to the start of a campaign.
  • It is not possible to measure more than one campaign at the same time on one page.
    E.g. in case a link contains more than one media code: www.webtrekk.com?wt_mc=newsletter&mc=banner

    In this case Webtrekk would randomly measure one of the two campaigns, either newsletter or banner.

  • With the plugin URL-Campaign-Mapper multiple URL parameters can be combined to one Webtrekk media code. By doing so, for example, existing Google parameters can be taken over in Webtrekk.

    Example:
    www.webtrekk.com?utm_source=newsletter&utm_media=week26&utm_campaign=summertime

    The plugin combines the parameters under wt_mc=newsletter.week26.summertime

2.1.1 Primary data sources

Information on redirect tracking

  • What is redirect tracking?
    The campaign link is set on Webtrekk, from there a redirection takes place to the actual target page.
  • What is the benefit of redirect tracking?
    This is the only way to track external links, which do not target a website, that is being tracked with Webtrekk (e.g. Twitter link in signature).
    This procedure could also be interesting for other links, as generally a lot more clicks are counted than with URL parameters. The reason for this is, that the user is recorded directly after the click and not only once the entire target page has been loaded.
  • What needs to be considered?
    Each click generates a visit. And with campaigns, which do not lead to the actual website being accessed, this leads to a falsification of the other analyses. Remove these campaigns with a filter or use a separate Webtrekk account.

Example redirect link:

2.1.2 Secondary data sources

Secondary data sources base on the identified referrers.

The precision of the referrer identification can be lowered as a result of suppressed referrers (e.g. by firewalls).

There is an optional TV/Radio interface, which determines associated visits based on imported broadcast times. These are then not recorded as campaigns.

2.1.3 Primary vs. secondary data sources

Primary data sources are always prioritized above secondary data sources with regard to campaign recognition.

Example:

A newsletter is opened directly from an email software. The link contains an URL parameter and at the same time there is no referrer.

This means, theoretically, two campaigns could be assigned:

However, only the newsletter campaign is taken into consideration, as this is based on a primary data source.

2.2 Automatic and manual setup

There are 2 ways of setting up ad media:

  • Automatic tracking
    The basic structure of the ad media to be recorded is defined once. Each ad with this structure is created automatically.
  • Manual setup
    Each ad media to be recorded is configured explicitly and individually. They are set up via the user interface or via import.

2.2.1 Automatic ad media setup

We recommend setting up campaigns automatically. Once they are initially configured, new ad media are added without further ado.

In doing so, the media code can be used to define the structure of the ad media directly. Different hierarchical campaign categories are separated with a ".".

Click on "Webtrekk Q3 > Configuration > Marketing Configuration". Then select "New Channel" on the tab "Automatic Ad Media Tracking".

Example for configuration:

The channel is used to provide a rule, on the basis of which the ad media are automatically recorded and configured.

Changes to the configuration of the channels therefore do not have any effect on existing ad media!

 

FAQs

What happens if the number of levels in the campaign tree is higher than the number handed over in the media code?

All empty levels are depicted as a "-". The ad media name always contains the complete media code.

What happens if the number of levels in the campaign tree is lower than the number handed over in the media code?

Any handed over levels, which exceed the number in the campaign tree, are cut off and only visible in the media code.

2.2.2 Manual setup in the user interface

Click on "Start > New Ad Media".

Example for configuration:

After saving you will see the ad media, which has just been created, in the campaign structure.
("Webtrekk Q3 > Configuration > Marketing Configuration > Campaign Structure").

The ad media does not appear in the campaign analyses until the first campaign click has been recorded.

2.2.3 Setup via import

Ad media can be created, deleted and edited after having been imported into an Excel file.

The import and export options can be found in the marketing configuration.
("Webtrekk Q3 > Configuration > Marketing Configuration > Import and Export")

Export the campaigns.
To limit the number of campaigns, that are exported, you can limit and filter campaigns using the checkboxes.

All adjustments to ad media can be done in the Excel file.

  • Mandatory fields are highlighted (*).
  • Write all required attributes for an ad in one of the rows. The column "Action" is not needed for new ad media.
  • Webtrekk can also suggest media codes. In order to do this, select the action "suggest" and leave the data source value empty. After importing you can perform another export to find out what the media code is.

After editing the file it can be imported again.

Changes will not be visible in Webtrekk until after the next data update (generally every hour).
The status can be viewed under "Show Current Imports". Any errors, that may have occurred, are also displayed here.

2.3 API to Google AdWords

Webtrekk provides an API for the automatic measurement and data import from Google AdWords.

"Webtrekk Q3 > Configuration > Interfaces > Google Adwords"

  • The campaign categories in Webtrekk are matched with the respective layers of the Google AdWords campaign via the interface configuration. We recommend setting up a campaign tree consisting of at least 5 levels in order to fully match the AdWords layers.
  • For all ads and keywords the following metrics can be imported automatically:
    Clicks, Impressions, Costs, Average Position, CTR, Campaign Cost Sales Relation

Extended information about the configuration of the API to Google AdWords can be found in the training chapter "Setting Up the Google AdWords API in Webtrekk".

2.4 API to newsletter tools

Data coming from newsletter tools can be imported into Webtrekk via campaign categories. This can be relevant for the evaluation of newsletter campaigns.

For example the following metrics can be imported automatically via datafeeds:
Delivery Rate, Opening Rate, Costs

 

2.5 Importing campaign costs & other metrics

For every ad media additional offsite metrics can be imported.

The following metrics are available by default:

  • Campaign Costs: Costs of an Advertising Media
  • Campaign Audience: Size of the target group (e.g. amount of newsletter receivers, Feed or Tweet followers etc.)
  • Campaign Views (imported): Number of campaign views imported from another marketing tool
  • Campaign Clicks (imported): Number of measured campaign clicks imported from another marketing tool

The costs of AdWords campaigns can be automatically imported through the Google Interface.

These metrics are then available in the analyses.

Only advertising media, for which a campaign click has been measured, will be displayed.

Preliminary considerations: On which time basis is the imported data available?

  • The more detailed the metrics are on hand, the more precise they can be analyzed.
  • The upload takes place every hour in general. If the data do not arrive on a hourly basis, they can be broken down into single hours or can be summarized into one hour (e.g. Hour 0).

The import is available through Excel, SOAP, JSON and datafeed.

Example Excel import

At first an export of the mapping table has do be done ("Webtrekk Q3 > Configuration > Marketing Configuration").

Set the category type to "with Time relationship…"

Data can be added in the exported Excel table.

The following fields must be filled out for a correct assignment:

  • Time: Format YYYY-MM-DD HH
  • Data Source Value: For instance mediacode, URL or name or action
  • Data Source Type: Like mediacode, URL parameter, page, SEO, Social Media Sources…

The imported data will be available after the next account update. The upload status can be viewed through "Webtrekk Q3 > Configuration > Marketing Configuration > Show Current Imports".

2.6 Measuring campaign views

Campaign views can be measured with Webtrekk on the own website. Alternatively, an import is possible.

  • For the measurement a specific parameter wt.campaignAction has to be used in the Webtrekk tag on the respective page.
  • It is not possible to measure campaign views and campaign clicks on the same page at the same time. The measurement of campaign views therefore is not provided on landing pages of other campaigns.

 

3. Editing campaigns

Campaigns can be edited via the Marketing Configuration ("Webtrekk Q3 > Configuration > Marketing Configuration").

Campaign structure

The tab "Campaign structure" shows all ads, that have been set up. Campaigns (or individual folders) can be edited or deactivated by clicking with the right mouse button.

  • Edit:
    Opens the configuration screen. The name can be changed, for example, or the assignment to individual folders (campaign categories) can be edited.
  • Deactivate:
    The campaign will no longer be tracked in the future and it will no longer appear in the campaign structure. Attention: Historical values will still be listed in the campaign analysis.

Excel Import/Export

The Excel Import/Export function is especially useful for editing multiple ad media.

Proceed as follows:

  1. Click on "Import and Export". Then select "Export" on the tab "Export".
  2. An Excel file will then be provided, in which all adjustments to ad media can be done.
    To edit something, simply adjust the respective field.
    To deactivate something permanently, write "delete" in the Action column. Caution: It will then no longer be possible to edit this ad. Ads, that have already been called, will continue to be listed in the analysis.
  3. Now import the file, that was just saved.

Changes to existing analyses will not be visible until after the next data update.

4. Customer journey and attribution

All campaign calls until the reach of a website goal are saved in a Customer Journey.

  • Therefore, Customer Journeys always depict successful campaigns (a website goal was reached!).
  • A maximum of 15 campaign contacts is measured. If there are more contacts, the first one and the last 14 are saved.
  • A maximum of 60 days (default: 30 days) prior to the reach of the website goal is analyzed.
    Please be aware, that a separate limit for the attribution duration can be defined per ad media.

The following can be defined as website goals

  • Order (activated by default)
  • Product added to the shopping cart
  • E-Commerce parameter
    Any event (e.g. newsletter registration, subscription) can be defined as website goal by using a specific e-commerce parameter for it.

Website goals can be set up and edited under "Webtrekk Q3 > Configuration > Goal".

What should happen, if no campaign has been tracked prior to achieving a website goal?

For example, this is possible, when two orders are made within one visit.

Default setting: If a website goal was already previously tracked, the same Customer Journey will be used for the following website goal.

Example:

  1. Website goal: last campaign is "newsletter"
  2. Website goal: last campaign is "newsletter"

Alternative configuration: No Customer Journey is written for the second order. Please contact Webtrekk support if you require this setting.

Example:

  1. Website goal: last campaign is "newsletter"
  2. Website goal: no campaign was tracked

Various logic rules exist for determining, which campaign(s) was responsible for achieving the website goal. In doing so either one or multiple campaigns can be assigned.

The duration of a campaign being recognized for the attribution can be defined campaign-specifically.

4.1 Simple assignment

Example:

4.2 Multiple assignment

Multiple assignments are possible for

  • the last 5 recorded ad media
  • all ad media

Attribution is possible for one metric in each case.

 

4.2.1 Distribution across the last five ad media

The last five ad media have a share on attaining of the website goal which is specified by percentual values.

  • Example:
    Configuration including percentage-based distribution per position

    Customer Journey
    Analysis

 

  • If less than five ad media are available, the data will be normalized.

    Example for normalizing three ad media




    Example:     Overview of normalized weightings with varying numbers of campaign contacts

 

4.2.2 Distribution across all ad media

All ad media have a share on attaining of the website goal which is specified by percentual values.

  • Example:

    Configuration including percentage-based distribution per position

    Customer Journey

    Analysis


  • If less than 5 ad media are available, the weightings will be distributed.

    Example: Overview of normalized weightings with varying numbers of campaign contacts



  • In addition to the position within the Customer Journey, the campaign type can also be used for analysis purposes with traffic source weightings.


    Example: Overview of normalized weightings with varying numbers of campaign contacts


 

4.3 Configuring attributions

The attribution, that is to be used as standard, is selected in the Marketing Configuration.

  • Only those models are supported, in which just one ad media can "win".
    Default: last ad media wins, only external ad media are taken into consideration.

Alternative attributions can be defined for each website goal ("Webtrekk Q3 > Configuration > Goal").

Configure the attribution to carry out important calculation settings.

  • Calculation: Which ad media should be taken into consideration by the attribution?
    • All ad media
    • Only external ad media
    • Only internal ad media



      Example:       Customer Journey with internal and external ad media

    • The definition of whether an ad is internal or external is determined when configuring the ad media.



      When using external and internal ad media, two separate attributions should be used.

 

  • Which data sources are taken into consideration?
    By default only campaigns are taken into consideration in the analysis, that are based on primary data sources (URL parameter, page action).

    Activate all data sources to ensure, that the attribution takes every campaign into consideration.

    Example: Customer Journey with data sources for each ad media
  • Which metrics are calculated? (only for alternative attributions)

    The following are available:
    • Default e-commerce metrics
    • Custom e-Commerce parameters with shopping cart reference
      (Configuration "Several Values")
  • How should campaign views be attributed? (not for default attribution)
    • "Yes": Campaign views are only considered, if they have been tracked alone in the Customer Journey.
    • "No": Campaign views are not considered in the Customer Journey.

Campaign views are not considered in the default attribution.

 

  • Various attributions can be analyzed using different metrics.



  • For non-default attributions you can recognize the configuration of the attribution model in the name of the metric.

    The syntax is: [name of the attributed metric] ([attribution type], [internal/exernal]), [website goal]

 

 

 

 

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