Introduction: Even the most sophisticated marketers struggle to consistently define and tag their campaigns which is critical for meaningful performance analysis and reporting. To do this successfully, you need a framework or taxonomy that guides these activities for your teams and agency partners to ensure the data is complete and consistent.
Analysis Overview:
Tracking campaign performance across channels requires putting in place an organized system for tagging each marketing touch-point, whether it is a link, display pixel, vanity URL, or other tracking mechanism. Although the approach will vary depending on your analytics tools and your type of business, the following general structure and components are applicable to most use cases.
Analysis Benefits:
- Measure and optimize marketing campaigns across channels.
- Evaluate marketing source and creative performance based on traffic, bounces, engagement, conversions, etc.
- Perform digital marketing campaign and tactic ROI analysis.
DAA members, go here to view full recipe.
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Casey Carey
Director, Google Analytics Marketing
Google (Corporate Account)
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