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Cross Media Tracking
Posted by Kupr in Online Tools, media, ppc, seo, tracking
I have been training a client today on our SEM tool. Whilst the tool is primarily focused on managing and tracking PPC, you can of course implement the tracking URLs in most places. And as an example, i mentioned that you could create URLs to track an email campaign. The advantage of this in our tool, is that you can then directly see how users moved from the email, to a conversion, or possibly to a PPC search, something which is called the User Journey.
The client was immediatly taken with the insight this would provide for her, and immediately asked me if we could track other channels through it. This is something that I’ve noticed is getting discussed more and more.
Whilst you could track anything through our PPC tool, we actually have another tool that is better suited to managing most non-ppc digital media, and the ability to track a user across multiple channels is at the heart of a number of it’s functions and reports.
The days of managing different channels in complete silo from each other are possibly short lived, as what advertisers really want to know, is what effect a banner campaign had on search, and what, if any, overall uplift was there in traffic and sales.
Another important aspect is the ability to dedupe sales from different media, particularly affiliate. Most advertisers do not want to pay out a bounty to their affiliates if they were not the last click. This can be worked out, but mostly by manual, and time consuming methods, obviosuly a technology that can work this out for you is much better.
Something to add to the mix now, is the ever increasing use of URL shortening, which is primarly being driven by Twitter, due to the restricted 140 characters of text. Whilst there are a number of existing firms doing this already, there is no reason why our system could not be used as a URL shortner, as this is in effect exactly what you are doing when creating redirect tracking URLs. So as a consequence, it is easily possibly to track traffic coming from the likes of Twitter, and therefore give you a measure of how effective that channel is for you.
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[...] into the results? Do they see full click path, or just the final click? (See a previous posts about tracking more than just the last click) I could also mention that profitable search campaigns are built on a strong understanding of the [...]