What is Campaign Tracking?

Campaign tracking is the process of monitoring and analyzing the performance of marketing campaigns across different channels.

It involves tracking metrics like source of traffic, conversion rate, and return on investment (ROI) to evaluate the effectiveness of each campaign.

Using analytics for campaign tracking

One of the ways to properly track campaign performance is with the use of UTM parameters. This will allow you to identify the exact source, campaign, and even ad variation that is leading to conversions.

Here are the various parameters you can assign to your URL:

  • utm_source: Identifies the source of your traffic, such as a search engine, newsletter, or other referral.
  • utm_medium: Specifies the type of traffic or marketing medium that brought the visitor to your site. Examples include email, cpc (cost-per-click), or display.
  • utm_campaign: Used to identify a specific product promotion or strategic campaign.
  • utm_term: Used primarily for paid search campaigns. The term parameter tracks the keywords for which your ad was shown.
  • utm_content: Useful for A/B testing and content-targeted ads. It helps to differentiate ads or links that point to the same URL but are displayed differently, such as text vs. image ads.

By combining these UTM parameters with a URL, you can get detailed insights into your campaign's performance, such as which sources and mediums deliver the most traffic, which campaigns are most effective, and what content resonates with your audience.