Paid Media & Campaigns
Updated: Oct 23
Understanding UTM Codes and Campaign Tracking
UTM codes are essential for tracking the performance of your digital marketing campaigns. Typically, digital campaign URLs are tagged with specific parameters like utm_source, utm_medium, and utm_campaign. To count a customer’s journey as interacting with your paid campaigns:
The utm_medium parameter must include one of the following terms: ppc, cpm, cpc, or paid.
Alternatively, the utm_campaign parameter must contain the word "paid".
Understanding the Dashboard Structure:
Your dashboard is designed to provide a comprehensive overview of your marketing campaigns' performance. It consists of several key sections:
Paid Channel & Campaign Effectiveness: This section focuses on the performance of your paid marketing campaigns across different channels.
Top 10 Search Campaigns in Sales Journey: This area highlights the top-performing search campaigns in terms of driving sales.
Social Campaigns in Journey: This section analyzes the effectiveness of your social media campaigns.
Channel Mix & Revenue Contribution: This area provides insights into the contribution of each marketing channel to overall revenue.
Video Campaigns in Journey: This section focuses on the performance of your video marketing campaigns.
Email Campaigns in Journey: This area analyzes the effectiveness of your email marketing campaigns.
Key Metrics to Analyze:
Counter: This metric represents the number of times a campaign or channel has been interacted with or clicked on.
% of Total: This metric shows the percentage contribution of a campaign or channel to the overall performance.
Claimed Sales Amount: This metric indicates the total revenue generated by a campaign or channel.
CTR (Click-Through Rate): This metric measures the percentage of people who click on an ad after seeing it.
Conversion Rate: This metric indicates the percentage of visitors who take a desired action, such as making a purchase.
Actionable Insights:
Identify Top Performers: Use the dashboard to identify your top-performing campaigns and channels. Allocate more resources to these areas to maximize your return on investment (ROI).
Optimize Underperforming Campaigns: Analyze the performance of underperforming campaigns and identify areas for improvement. This could involve adjusting targeting, messaging, or creative elements.
Evaluate Channel Mix: Assess the contribution of each marketing channel to your overall revenue. This will help you determine the optimal allocation of your marketing budget.
Measure Campaign Effectiveness: Track the performance of your campaigns over time to measure their effectiveness. This will help you identify trends and make data-driven decisions.
Optimize Creative Elements: Use the dashboard to analyze the performance of different creative elements, such as ad copy or visuals. This will help you create more effective marketing materials.
By effectively using your dashboard, you can gain valuable insights into your marketing campaigns and make data-driven decisions to improve your overall performance.