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Radically Better Results

Avatar of Daniel Rees

Data accuracy is important in all aspects of business, but it is especially important with regards to branding. The tracking of campaigns is often overlooked or considered as an afterthought when it comes to campaigns.  

Most people don’t understand how to interpret the data or how to use it for their benefit. If they did, then it would probably be one of the first things that is considered when a campaign is planned. Questions such as “Do we have the right tracking in place?”, “What are the desired outcomes for the campaign?” and “Do we have a way of measuring its success?”  

Unfortunately, the answer usually is “No we don’t”. 

 

The benefits of consistent campaign tracking 

A solid campaign tracking strategy is extremely beneficial to a successful campaign, and even more beneficial to an unsuccessful campaign. Having the correct tracking in place can allow you to quickly react to a bad campaign, reducing its negative effects. It can also highlight strong campaigns, providing knowledge on what works, allowing future campaigns to be built on that success. A good campaign tracking strategy can help lead to long-term growth and continued customer loyalty.   

A lack of consistency in the tracking codes and parameters used tends to be the biggest issue when it comes to brand tracking. This often results in the campaign being misclassified to a different channel, inflating the importance of another channel. This inflation can result in more funds being allocated to the wrong channel. As a company gets larger, different departments tend to control different types of campaigns, which can lead to further inconsistencies.  

By creating a standardised template for campaign tracking codes, one that is used across all campaigns, the risk of inconsistency is significantly reduced. The structure of the code would be dependent on the tracking tool in use. Google Analytics, for example, uses multiple UTM parameters whilst Adobe uses a single tracking code.  

 

Best practices for campaign tracking 

Identification and classification of the campaign is important, but so is the post campaign tracking. Ill-conceived tracking minimises the ability to measure the success of the campaign. If the goal of the campaign is to increase sales of a specific product, or generate leads, then being able to prove the success of the goal is paramount.  

The main issue experienced by companies is no ability to follow customers from a campaign to the end goal. This usually comes from marketing channel definitions within the tracking software not being set up correctly. Be it that the channel is overwritten within the user's journey on the site, or that another channel is persisting from a previous visit. These mistakes are avoidable and if set up correctly from the start can reduce a lot of confusion.  

Examples of best practices when it comes to campaign tracking are: 

  • Make sure the URLs are clean, consistent and easy to read.

  • Keep tracking codes lowercase, this helps with the standardisation of tracking codes. 

  • Create/use a campaign template to ensure consistency across campaigns.

  • Maintain a history of all the campaign links, this should contain key information like campaign code, URL, type, date pushed live and goals.

  • Ensure the tracking capabilities are present to ensure the goals can be measured.

  • Report the success of the campaign on the business KPIs as well as its specific goal.

 

Learning from the successes and failures of campaigns is key to a brand's success. A/B testing and personalisation tools can be used to create brand campaigns within the site, or work in conjunction with external campaigns to further enhance the experience of a campaign.  

The utilisation of these tools allows for the possibility to curate campaign specific journeys whilst also allowing for multiple brand campaigns to run at the same time without diluting the brand or the campaign. Marketing campaigns can be difficult, but if you follow the best practices above then you can begin delivering valuable and integral insights to help create a successful brand.