Document version Campaign Configuration

Transcription

1 Document version Campaign Configuration

2 Table of contents 1 Campaign structure 1.1 Campaign categories 1.2 Traffic sources 1.3 Campaign parameters 1.4 Structured example 1.5 How can values be handed over? 2 Setting up campaigns 2.1 Data sources Primary data sources Secondary data sources Primary vs. secondary data sources 2.2 Automatic and manual setup Automatic ad media setup Manual setup in the user interface Setup via import 2.3 API to Google AdWords 2.4 API to newsletter tools 2.5 Importing campaign costs & other metrics 2.6 Measuring campaign views 3 Editing campaigns 4 Customer journey and attribution 4.1 Simple assignment 4.2 Multiple assignment Distribution across the last five ad media Distribution across all ad media 4.3 Configuring attributions 5 Checklist

3 Information about this document This document provides extensive information about setting up campaigns. Many handy use cases and analyses are provided in the training document Analyses 3 Campaign Analyses, which is available for download in the Support Center.

4 1 Campaign Structure

5 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).

6 1 Campaign Structure 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

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

8 1.1 Campaign Categories Configuration is done at 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.

9 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

10 1.2 Traffic Sources 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). Weighting of campaign clicks Weighting of campaign views Customizations have no retrospective influence on Customer Journey analyses.

11 Expert 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). Teaser Pos2 Teaser Pos3 Example for campaign parameters: Teaser Pos1 Recommendation Position of links in newsletters Link type (image, text) Mainteaser Newsletter CW 36 Version B Unsubscription The parameters are handed over via a separate URL parameter or within the tag. E.g.

12 Expert 1.3 Campaign Parameters 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.

13 1.4 Structured Example The example shows, how information to an ad media can be depicted: Campaign category Traffic source Campaign parameter Hierarchical Nonhierarchical Ad media Campaign Category 1 - Channel Campaign Category 2 - Subchannel No. of distribution Traffic source Link position mc=display.30_off.dark display 30_off display mc=display.30_off.blue display 30_off display mc=newsletter.2016.cw37 newsletter newsletter Top-Banner mc=newsletter.2016.cw37 newsletter newsletter Teaser-Pos1

14 1.5 How can values be handed over? There are several possibilities for handing over values for campaign categories, traffic sources and campaign parameters. Import (Excel, JSON, SOAP, Datafeed) In the course of the ad media/channel setup In media code (with automatic ad media tracking) Separate URL parameter Parameter in the Webtrekk tag Campaign category (hierarchical) X X X Campaign category (non-hierarchical) X X Traffic source X X Campaign parameter X X

15 2 Setting up Campaigns This chapter 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?

16 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

17 2.1 Data Sources 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: In this case Webtrekk would randomly measure one of the two campaigns, either newsletter or banner. With the plugin URL-Campaign-Mapper (available in the Support Center) 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: The plugin combines the parameters under wt_mc=newsletter.week26.summertime

18 2.1.1 Primary Data Sources URL parameter (media code) Page Event Description A parameter (media code) in the target URL identifies an ad media. E.g. One unique landing page is used for each ad media. For tracking external links per redirect (link to foreign website) or links (e.g. teaser) on own website. Benefits Can usually be implemented simply and quickly. Users without JavaScript are also tracked. Links, that do not lead to a page with Webtrekk pixellation, are tracked. High data precision, as tracking takes place prior to the landing page. Note URL parameters are case sensitive! When using multiple parameters in the URL, the first parameter is appended with?, each additional one with &. All accesses of a page (not only entries) count as campaign click. Technical details on the redirect link can be found in the installation instructions. The plugin URL-Campaign-Mapper allows the use of multiple URL parameters.

19 Expert 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: track domain track ID target page (URL encoded) event-name

20 2.1.2 Secondary Data Sources Secondary data sources base on the identified referrers. SEO Social Media Referrers Other Sources Direct Entry Description Search engine access without URL parameter, which is recorded as a campaign. Social media access without URL parameter, which is recorded as a campaign. E.g. via Twitter All other referrers without URL parameter, which are recorded as campaigns. External access without referrer and URL parameter, which is recorded as a campaign. E.g. direct entry, opening of a bookmark, on-page click after a session timeout Benefits Allows the analysis of all access sources within the campaign analysis. Allows the analysis of all access sources within the campaign analysis. Allows the analysis of all access sources within the campaign analysis. Allows the analysis of all access sources within the campaign analysis. Note Only determined during initial access. If neither the referrer nor URL parameter are passed in the NoScript area of the Webtrekk pixel, each entry is counted as direct entry. The precision of the referrer identification can be lowered as a result of suppressed referrers (e.g. by firewalls).

21 2.1.2 Secondary Data Sources Description Benefits Note TV & Radio Direct entry and search engine (with/without brand keyword) are assigned to a start time for a defined number of minutes. TV & Radio as a regular campaign in Customer Journey. Regional restrictions also possible. Direct entry and search engine (with/without brand keyword) are assigned. No subsequent time adjustments possible. There is an optional TV/Radio interface, which determines associated visits based on imported broadcast times. These are then not recorded as campaigns. Further information can be found in the best practice TV and radio tracking in Webtrekk.

22 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 software. The link contains an URL parameter and at the same time there is no referrer. This means, theoretically, two campaigns could be assigned: Campaigns Newsletter Direct access Data sources URL parameter: wt_mc=newsletter.week36 (primary data source) Direct entry (secondary data source) However, only the newsletter campaign is taken into consideration, as this is based on a primary data source.

23 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.

24 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.. Example: wt_mc=display.30_off.dark

25 2.2.1 Automatic Ad Media Setup Click on Webtrekk Q3 > Configuration > Marketing Configuration Then select New Channel on the tab Automatic Ad Media Tracking.

26 2.2.1 Automatic Ad Media Setup Example for configuration: Each campaign, whose media code starts with wt_mc=display, is measured automatically. Note: The * must be used as wildcard mandatorily!

27 2.2.1 Automatic Ad Media Setup Example for configuration: The ad media is stored in the folder Display. Display is listed as the traffic source in the Customer Journey analyses. At which level in the campaign tree should the folder Display be created?

28 2.2.1 Automatic Ad Media Setup Example for configuration: Each ad, that is created, is not subject to any time limits. The ad media are not prioritized, are taken into consideration for 30 days for attributions and are external.

29 2.2.1 Automatic Ad Media Setup 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!

30 2.2.1 Automatic ad media setup FAQs What happens if in the media code more levels are passed than there exist in the campaign tree? 1. The ad medium is sorted into a category according to the definition of the automatic channel. 2. The single values are sorted from the end to the beginning; all levels that are too much are cut off. The ad media name always contains the complete media code. Example: Mediacode: wt_mc=display.2018.july.special.30_off.dark The mediacode contains 6 levels, but only 5 campaign categories are defined. 1. Configuration of automatic ad media tracking: 2. Assigning the remaining levels: 2018 is not assigned to a category.

31 2.2.1 Automatic ad media setup FAQs What happens if in the media code less levels are passed than there exist in the campaign tree? 1. The ad medium is sorted into a category according to the definition of the automatic channel. 2. The single values are sorted from the beginning to the end; all empty levels get a - assigned. The ad media name always contains the complete media code. Example: Mediacode: wt_mc=display.30_off.dark The mediacode contains 3 levels, but 5 campaign categories are defined. 1. Configuration of automatic ad media tracking: 2. Assigning the remaining levels: No value of the media code is assigned to Campaign Category 4 Subtype.

32 2.2.2 Manual Setup in the Frontend Click on Start > New Ad Media. Example for configuration: The media code wt_mc=4711 will be configured.

33 2.2.2 Manual Setup in the Frontend Click on Start > New Ad Media. Example for configuration: The ad media is called display.30_off.dark Display is listed as the traffic source in the Customer Journey analyses. The folder Display is created on the first level, the folder 30_off on the second.

34 2.2.2 Manual Setup in the Frontend Click on Start > New Ad Media. Example for configuration: The ad media is not limited in time. The ad media is not prioritised, taken into consideration for 30 days for attributions and is external.

35 2.2.2 Manual Setup in the Frontend 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.

36 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.

37 2.2.3 Setup via Import 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.

38 2.2.3 Setup via Import 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.

39 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 document Setting Up Google AdWords API in Webtrekk, which is available for download in the Support Center.

40 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

41 Expert 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 Display campaign 2, costs 67,000 Views 1,532 Clicks Metrics in Webtrekk, based on the imported data ecpm ecpc CPO CPC CTR ROI Campaign Contact Rate % The costs of AdWords campaigns can be automatically imported through the Google Interface.

42 Expert 2.5 Importing Campaign Costs & Other Metrics These metrics are then available in the analyses. Only advertising media, for which a campaign click has been measured, will be displayed.

43 Expert 2.5 Importing Campaign Costs & Other Metrics 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). Total costs Campaign costs day costs Campaign costs per hour 24h * 100 The import is available through Excel, SOAP, JSON and datafeed.

44 Expert 2.5 Importing Campaign Costs & Other Metrics 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

45 Expert 2.5 Importing Campaign Costs & Other Metrics 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 Referrer DataSourceType (page, mediacode, Campaign Views Campaign Clicks Time (YYYY-MM-DD HH)* DataSourceValue* action, seo, referrer) Campaign Audience (imported) (imported) wt_mc=display.offers_kw_04 mediacode ,99 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.

46 Expert 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.

47 3 Editing Campaigns

48 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. We do NOT recommend deactivating campaigns, as they can then no longer be edited.

49 3 Editing Campaigns 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.

50 3 Editing Campaigns 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.

51 4 Customer Journey and Attribution

52 4 Customer Journey and Attribution All campaign calls until the reach of a website goal are saved in a Customer Journey. Customer Journey 1: Newsletter registration SEA Display SEA Direct Customer Journey 2: Order Order 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.

53 4 Customer Journey and Attribution 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.

54 Expert 4 Customer Journey and Attribution 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. SEA Newsletter Display Customer Journey 2. Customer Journey Example: 1. Website goal: last campaign is newsletter 2. Website goal: last campaign is newsletter

55 Expert 4 Customer Journey and Attribution Alternative configuration: No Customer Journey is written for the second order Please contact Webtrekk support if you require this setting. SEA Newsletter Display Customer Journey 2. Customer Journey Example: 1. Website goal: last campaign is newsletter 2. Website goal: no campaign was tracked

56 4 Customer Journey and Attribution 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.

57 4.1 Simple Assignment Example: Prio 5 Prio 6 Prio 5 SEM Display Direct Entry Banner Prio 9 Newsletter Prio 6 Attribution model Description Assignment in the example First Multiple visits, the first campaign. SEA Last Multiple visits, the last campaign. Newsletter Prioritised Multiple visits, the campaign with the highest priority (highest number value). Last campaign wins in the event of identical priorities. Newsletter Last session The first campaign within the visit. Direct Direct The last campaign within the visit. Newsletter

58 Expert 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.

59 Expert 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 Customer Journey: Order (100 Euro) Display SEM SEM SEM Newsletter Position: 1 Order value: 5 Position: 2 Order value: 10 Position: 3 Order value: 15 Position: 4 Order value: 20 Position: 5 Order value: 50 Analysis

60 Expert Distribution across the last five ad media If less than five ad media are available, the data will be normalized. Example for normalizing three ad media Position weighting Normalization factor (corresponds to the sum of the position weightings of the ad media) Normalized weighting (= Position weighting * normalization factor) Endmost 50% 100 / 85 = * 50% = 58.82% Second to last 20% 100 / 85 = * 20% = 23.53% Third to last 15% 100 / 85 = * 15% = 17.65% Fourth to last - Fifth to last - Total 85% 100%

61 Expert Distribution across the last five ad media Example: Overview of normalized weightings with varying numbers of campaign contacts Number of campaign contacts in Customer Journey Endmost 100% 71.43% 58.82% 52.63% 50% 50% Second to last 28.57% 23.53% 21.05% 20% 20% Third to last 17.65% 15.79% 15% 15% Fourth to last 10.53% 10% 10% Fifth to last 5% 5% Sixth to last 0%

62 Expert 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 Customer Journey: Order (100 Euro) Display Position: 1 Order value: 30 SEM Position: 2 Order value: 10 Newsletter Position: 3 Order value: 5 SEM Position: 4 Order value: 5 Newsletter Position: 5 Order value: 10 Newsletter Position: 6 Order value: 40 Analysis

63 Expert Distribution across all ad media If less than 5 ad media are available, the weightings will be distributed. Example: Overview of normalized weightings with varying numbers of campaign contacts Endmost Number of campaign contacts in the Customer Journey % 55% (last + next to last + (0.5 * others)) Second to last 45% (first + second + (0,5 * other)) 50% (last + next to last) 10% (other) Third to last 40% (first + second ) 42.5% (last+ (0.25* other)) 12.5% (next to last + (0.25*other)) 12.5% (second + (0.25*other)) 40% 40% 10% 10% 10% 5% (0.5*other) Fourth to last 32.5% (first + (0.25*other)) 10% 5% (0.5*other) Fifth to last 30% 10% Sixth to last 30%

64 Expert Distribution across all ad media In addition to the position within the Customer Journey, the campaign type can also be used for analysis purposeswith traffic source weightings. Example: Overview of normalized weightings with varying numbers of campaign contacts Position Campaign Position weighting Traffic source weighting Overall weighting Normalization factor (based on overall weighting) Final normalization (= overall weighting * normalization factor) Endmost SEM 40% 100% 40% 100 / 80 50% Second to last SEM 10% 100% 10% 100 / % Third to last Newsletter 10% 30% 3% 100 / % Fourth to last Newsletter 10% 30% 3% 100 / % Fifth to last Banner 30% 80% 24% 100 / 80 30% 100% 80% 100%

65 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 > Goals).

66 4.3 Configuring Attributions 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 Banner external Newsletter external Teaser A internal 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.

67 4.3 Configuring Attributions 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 Banner URL parameter Direct Direct entry

68 4.3 Configuring Attributions 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? (only for alternative attributions) 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.

69 4.3 Configuring Attributions Various attributions can be analyzed using different metrics. Default attribution Alternative attribution 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]

70 5 Checklist This checklist is provided to help you with the configuration of campaigns.

71 5 Checklist Campaign categories (hierarchical) Number of levels: Label level 1: Label level 2: Label level 3: Label level 4: Label level 5: Label ad media? Campaign categories (non-hierarchical) Correctly integrated Error Not necessary Label level 1: Label level 2: Label level 3: Label level 4: Label level 5: Data type: Data type: Data type: Data type: Data type:

72 5 Checklist Source Correctly integrated Error Not necessary Campaign parameters Correctly integrated Error Not necessary Label parameter 1: Data type: Label parameter 2: Data type: Label parameter 3: Data type: Used URL parameter(s):

73 5 Checklist Campaign structure Write down for each channel, how the campaign tree should look like and which data source is being used. Example: Level 1 Level 2 Level 3 Level 4 Level 5 Ad media Data source Newsletter 2016 cw nws.2016.cw43.men wt_mc=nws.2016.cw43.men A) Level 1 Level 2 Level 3 Level 4 Level 5 Ad media Data source B) Level 1 Level 2 Level 3 Level 4 Level 5 Ad media Data source

74 5 Checklist C) Level 1 Level 2 Level 3 Level 4 Level 5 Ad media Data source D) Level 1 Level 2 Level 3 Level 4 Level 5 Ad media Data source E) Level 1 Level 2 Level 3 Level 4 Level 5 Ad media Data source

75 5 Checklist AdWords interface Correctly integrated Error Not necessary Add media code to URL? Ad Keyword No URL parameter Ads: URL parameter Keywords: Goals Correctly integrated Error Not necessary Repeated Customer Journey in case of no campaign contact? Yes No Attributions Default attribution Attribution Calculation Data source First Last Direct Prioritised Last session External Internal All SEO Other Sources Social Media Referrer Direct entry

76 5 Checklist Alternative attributions 1 Correctly integrated Error Not necessary For goal(s): Attribution First Last Direct Prioritised Last session last 5 All Calculation External Internal All Data sources SEO Other Sources Social Media Referrer Direct entry Metrics: Alternative Attributions 2 Correctly integrated Error Not necessary For goal(s): Attribution First Last Direct Prioritised Last session last 5 All Calculation External Internal All Data sources SEO Other Sources Social Media Referrer Direct entry Metrics:

77 Summary You should now be able to answers questions like these: How do you configure Webtrekk so that new campaigns are added automatically? Which primary data sources are supported for campaign recognition? What is the information about the priority of the ad media for? Get your certification! We offer several certifications to prove your expertise ranging from Basic to Admin level. Click here for more information.

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