Campaign Tracking Using Adobe Analytics

Getting the Hang of Adobe Analytics

What’s Adobe Analytics All About?

Adobe Analytics is your go-to tool for keeping tabs on how folks interact with your digital stuff. Whether it’s your website, mobile app, or social media, this tool helps you see what’s working and what’s not. With Adobe Analytics, you can tweak your digital game plan and make your marketing efforts shine (Adobe Experience League).

It grabs data from all over the place—websites, email campaigns, mobile gadgets, and even those fancy web-based kiosks. This means you get a full picture of how people are engaging with your business (Adobe Analytics Features).

Cool Stuff Adobe Analytics Can Do

Adobe Analytics is packed with features that make data crunching a breeze. Here’s a quick rundown:

1. Real-time Segmentation: No need for complicated rules. Adobe Analytics lets you slice and dice your data on the fly, making it easy to see what’s happening right now (Adobe Analytics Features).

2. Extended Storage and Data Reprocessing: Keep your data around for as long as you need and reprocess it whenever. This means you can always go back and take another look if you need to (Adobe Analytics Features).

3. Data Feeds: Get your raw data delivered daily or hourly. This way, you’re always up-to-date and ready to dive into the numbers.

4. AI and Machine Learning: Let the robots do the heavy lifting. Adobe Analytics uses AI and ML to give you quick insights, so you can focus on the big picture (Adobe Analytics Features).

5. Comprehensive Data Capture: From web analytics to mobile app tracking, Adobe Analytics grabs it all, giving you a complete view of your digital presence.

Want to get more into the nitty-gritty? Check out our adobe analytics training and adobe analytics tutorial for some hands-on learning.

Table: Adobe Analytics Features at a Glance

By getting familiar with these features, you can use Adobe Analytics to fine-tune your marketing efforts and make smarter decisions. For more tips on how to get started, head over to our adobe analytics implementation section.

Tracking Your Campaigns

Tracking your campaigns is a big deal when using Adobe Analytics. It helps you see how well your marketing is doing by grabbing and looking at the right data. Here’s how to set up your campaign variables and use the s.campaign variable.

Setting Up Campaign Variables

First things first, you need to set up your campaign variables. These are the bits that will track where your traffic is coming from, what kind of traffic it is, and other important details. You’ll use the getQueryParam method to grab these details, especially if you’re using UTM query strings.

Steps to Follow:

1. Pick Your Parameters: Decide what you want to track, like utm_source, utm_medium, utm_campaign, and so on.
2. Use getQueryParam: This method will help you capture the values from the URL.
3. Map the Values: Assign these captured values to your campaign variables in Adobe Analytics.

Here’s a quick example of how to set up these variables:

s.campaign = s.getQueryParam('utm_campaign');
s.eVar1 = s.getQueryParam('utm_source');
s.eVar2 = s.getQueryParam('utm_medium');

Using the s.campaign Variable

The s.campaign variable is your go-to for tracking campaigns in Adobe Analytics. It works like an eVar and fills up the Tracking Code dimension. Usually, it gets its value from a query string using the getQueryParam method (Adobe Analytics Documentation).

Important Bits:

• String Value: The s.campaign variable is a string that holds your tracking code.
• Max Length: It can hold up to 255 bytes; anything longer gets cut off (Adobe Analytics Documentation).
• Query String: It usually gets its value from a query string using getQueryParam.

Here’s how you use the s.campaign variable:

s.campaign = s.getQueryParam('utm_campaign');

By doing this, you can track your campaigns effectively in Adobe Analytics. This helps you measure and analyze your marketing efforts, giving you valuable insights into how your campaigns are performing. For more tips on setting up Adobe Analytics, check out our Adobe Analytics implementation guide.

Common Campaign Parameters

Here’s a handy table of common campaign parameters:

For more detailed instructions and tutorials, visit our Adobe Analytics tutorial page.

Success Events in Adobe Analytics

Tracking and analyzing your marketing efforts accurately means getting a grip on success events in Adobe Analytics. These events give you the lowdown on user interactions and help you measure how well your campaigns are doing.

Passing Success Events

In Adobe Analytics, you can pass success events on either a Page View (s.t) or an Action (s.tl). The choice depends on what your website does and the event you’re tracking. For example, things like session timeouts or service call errors that happen after the first page view need a separate s.tl call (Adobe Analytics Community). Think of these as “actions” rather than just “links.”

Differentiating Actions for Tracking

To track and analyze accurately, you need to differentiate between various actions. Each action should be categorized based on what it does and how it affects the user experience. For instance, a click on a download link or a form submission can be tracked as separate actions using the s.tl method. This gives you a more detailed look at user behavior and how well your campaigns are working.

By setting up and differentiating success events properly, you can get deeper insights into user interactions and campaign performance. This is key to mastering campaign tracking and making the most of Adobe Analytics. For more detailed guidance on implementing these techniques, check out our Adobe Analytics tutorial and Adobe Analytics implementation resources. Also, learning how to view and interpret reports in the Adobe Analytics dashboard will boost your analysis skills even more.

Customized Tracking Codes

Customized tracking codes are a game-changer for effective Adobe Analytics campaign tracking. These nifty codes let marketers keep tabs on how their campaigns are doing, offering a treasure trove of insights into user behavior and campaign success.

Manual vs. Automated Tracking Codes

Different strokes for different folks, right? Some teams prefer manually created tracking codes, while others lean on automated systems. Manual tracking codes are the go-to for smaller teams or one-off campaigns. They give you flexibility but can be a bit of a hassle to create and are prone to human error.

Automated tracking codes, though, are like having a trusty sidekick. These are generated by systems designed to keep things consistent and accurate. They save time and cut down on mistakes, making them perfect for bigger organizations or those juggling multiple campaigns at once. Need a step-by-step on setting up tracking codes? Check out our Adobe Analytics implementation guide.

Structuring Tracking Codes

Getting your tracking codes in order is key for grouping them together for reporting, which helps you see how different categories are performing (Adobe Analytics – Campaign Tracking). A well-structured tracking code usually includes the campaign source, medium, and name.

Example of a well-structured tracking code:

source=facebook&medium=cpc&campaign=spring_sale

When your tracking codes are structured properly, it’s a breeze to group and analyze data in Adobe Analytics. This consistency lets you create Classification rules to dig into how different categories are doing (Adobe Analytics – Campaign Tracking).

If you’re looking to mix these practices with other tools, our Adobe Analytics integration article has got you covered.

By getting the hang of manual vs. automated tracking codes and nailing consistent structuring, you can unlock the full potential of Adobe Analytics for your SEO and marketing efforts. For more advanced tips and tricks, dive into our Adobe Analytics training resources.

Adding Tracking Codes to URLs

Want to keep tabs on your marketing campaigns? Adding tracking codes to URLs is your ticket. Here’s a straightforward guide on how to use query strings and common parameters for campaign tracking in Adobe Analytics.

Using Query Strings

Query strings are like little tags you add to your URLs. They help track where your traffic is coming from—whether it’s from ads, social media, or emails. By adding specific parameters to the query string, Adobe Analytics can pinpoint and log your marketing efforts.

Here’s a simple example:

https://example.com?cid=summer2023

In this URL, cid stands for campaign ID, and summer2023 is the unique identifier for the campaign. This helps Adobe Analytics track how well your campaign is doing.

Common Tracking Parameters

When setting up campaign tracking in Adobe Analytics, you’ll use several common parameters in your query strings. These parameters help you tell apart different marketing channels and efforts. Here are some of the most common ones:

Here’s an example URL with multiple parameters:

https://example.com?cid=summer2023&utm_source=google&utm_medium=cpc&utm_campaign=summer_sale

Using these parameters, you can make Adobe Analytics work for you, tracking the success of your various marketing efforts. For more details on how to set this up, check out our Adobe Analytics implementation guide.

By getting the hang of these query string parameters, you can fine-tune your marketing campaigns and get better insights into their performance. For more training on Adobe Analytics, visit our Adobe Analytics tutorial.

Breaking Down Your Marketing Game

Digging into your marketing efforts with Adobe Analytics is like having a superpower. You get to see what’s working, what’s not, and how to tweak things for better results. Let’s dive into how you can use the Analysis Workspace to get the lowdown on your campaigns and make sense of the numbers.

Checking Out Reports in Analysis Workspace

Once you’ve got your tracking codes set up, it’s time to see the magic happen in the Analysis Workspace. This tool lets you whip up custom reports and dashboards that turn raw data into something you can actually use.

Here’s how to get started:

1. Head to the Analysis Workspace: Open up Adobe Analytics and find the Analysis Workspace.
2. Start a New Project: Click on ‘Create New Project’ to kick things off.
3. Add Your Stuff: Drag and drop metrics, dimensions, and segments into your workspace.
4. Make It Pretty: Choose from tables, line graphs, bar charts, and more to visualize your data.
5. Save and Share: Save your project and share it with your team so everyone’s on the same page.

For more details on setting up and customizing reports, check out our Adobe Analytics tutorial.

Making Sense of Marketing Performance

Now that you’ve got your reports, it’s time to figure out what they’re telling you. This is where you look at key performance indicators (KPIs) and other metrics to see how your campaigns are doing.

Here’s the game plan:

1. Pick Key Metrics: Focus on important numbers like click-through rates, conversion rates, and ROI.
2. Compare Campaigns: See which campaigns are killing it and which ones need work.
3. Segment Your Audience: Break down your data to see how different groups are reacting.
4. Spot Trends: Look for patterns over time to see what’s working long-term.
5. Get Actionable Insights: Use what you’ve learned to tweak and improve future campaigns.

For a deeper dive into these metrics, check out our guides on Adobe Analytics dashboard and Adobe Analytics segmentation.

By mastering the Analysis Workspace and understanding your marketing performance, you can make smarter decisions and boost your campaign success. For more tips and tricks, explore our Adobe Analytics training and Adobe Analytics integration resources.