Last Updated on August 8, 2023 by Easyapns
In today’s rapidly evolving digital landscape, businesses and marketers are continually striving to maximize the effectiveness of their online campaigns. To gauge the success of these campaigns accurately, it is essential to monitor and measure their performance meticulously. This article explores the importance of manually tracking campaigns and addresses the critical question: “Which three campaign parameters are recommended to manually track campaigns?” We will delve into the significance of UTM parameters, source attribution, and conversion tracking, highlighting how they provide valuable insights to optimize marketing strategies, identify successful tactics, and make data-driven decisions, thus empowering marketers to stay ahead in today’s competitive landscape
#1. Source Parameter: Tracking the Origin of Traffic
The source parameter helps you identify the specific sources or platforms driving traffic to your website or landing page. It allows you to track and compare the performance of different sources, such as search engines (e.g., Google, Bing), social media platforms (e.g., Facebook, Twitter, Instagram), email newsletters, referral websites, or any other channels visitors can reach your site. By tagging the URLs in your campaigns with a source parameter, you can determine which sources generate the most traffic and conversions.
For example, let’s say you’re running a marketing campaign on Facebook and another on Instagram. Using the source parameter, you can differentiate between traffic coming from each platform and measure the effectiveness of your campaigns on each social media channel separately.
#2. Medium Parameter: Categorizing Marketing Mediums
The medium parameter provides additional context to the source parameter by identifying the type or category of traffic generated. It allows you to segment your traffic further based on the marketing medium used. Common medium values include “organic” for traffic from search engine results, “CPC” for traffic from paid search ads, “social” for traffic from social media platforms, “email” for traffic from email campaigns, and “referral” for traffic from other websites that link to yours.
For instance, if you’re running a paid search campaign on Google Ads, you can use the medium parameter to differentiate between traffic generated from different ad formats like text ads, display ads, or shopping ads. That helps you understand which ads drive the most valuable traffic and conversions.
#3. Campaign Parameter: Monitoring Specific Marketing Initiatives
The campaign parameter allows you to track the performance of specific marketing campaigns or promotions. It helps you differentiate between initiatives, variations, or time-limited offers within a particular source and medium combination. This parameter can label your campaigns with unique identifiers, such as campaign names, codes, or numbers.
For example, let’s say you’re launching a new product and running multiple campaigns simultaneously. You can track and compare their performance by assigning a unique campaign parameter to each campaign. That allows you to analyze the effectiveness of different messaging, creative assets, targeting strategies, or promotional offers to determine which campaign generates the highest return on investment (ROI).
In conclusion, this article explores the importance of manually tracking campaigns and addresses the critical question: “Which three campaign parameters are recommended to manually track campaigns?” UTM parameters, source attribution, and conversion tracking emerge as indispensable tools for optimizing online marketing efforts. By utilizing these parameters, marketers gain valuable insights that empower them to identify successful strategies and make data-driven decisions. Understanding the customer journey allows businesses to fine-tune their campaigns, target the right audience, and enhance overall marketing performance. Embracing data-driven insights ensures competitiveness and adaptability in the ever-changing digital landscape, leading to success in the dynamic world of online marketing.