No brainer question of the week: If you could maintain your existing budget, yet achieve a 40% higher
customer conversion rate, would you do it? While the answer is probably yes, your internal campaign strategy may be holding you back.
A little backstory for you: In one of my prior roles, I watched my agency peers spend three months and unknown hours devising a strategy
for tracking internal campaigns. The resulting strategy was overly complicated and had huge potential for error. With six out of ten organizations reporting obstacles when it comes to accurately measuring campaign results, my agency colleagues were not alone in their challenges.
In the years since this, I have come to recognize where that group went wrong and identified a more foolproof strategy to achieve results when it comes it comes to tracking campaigns. Here are some findings I’ve discovered along the way:
Target core issues
Many of us are guilty of trying to do more with less. The problem my agency friends ran into was that they were trying to cram too many meta attributes into the tracking code. They wanted to include attributes like size, color, and call-to-action. However, by doing so, they missed fundamental attributes such as location on site, placement on the page, and campaign identifier. These three attributes, plus a possible unique identifier, are all you really need to successfully understand the performance of your internal campaigns.
Once you’ve targeted the core issue, it’s easier to discover a solution. For instance, the Stratigent team recently implemented an internal campaign tracking strategy with these three attributes in mind. We used the client’s tag management system
(TMS) to recognize promo boxes and other content that had been flagged for internal campaign tracking. Our code then parsed the flags and appended the expected URL parameter to the link (this dynamic behavior is important for SEO
as the indexing bots will not record the tracking codes this way).
In addition, our tracking code was simply a pipe delimited string comprised of the Adobe Page Name, the placement on the page where the link was located e.g. left-stack, and an identifier for the link such as the campaign name. We then used Adobe’s Classification Rule Builder to help parse the string into separate reports so that the clients could view the aggregated performance (check out our Adobe SMART Bookmarklet
to streamline processing rules).
Understand the benefits
I noted earlier that six out of ten organizations report obstacles when it comes to measuring campaign results. Understanding and executing the strategies outlined can considerably lower these chances.
In terms of the work we conducted, there are three key benefits. First is maintenance. All the client has to do is include a couple simple flags in the html of the anchor tags and the TMS does the rest. This process is scalable and can be applied to other types of links, such as global navigations, in addition to traditional promo boxes. Next, the three attributes allow for comparison of performance by page, placement in the page, and campaigns overall. Lastly, if we add a unique identifier to every tracking code, we can analyze the unit’s performance by placement. Ultimately, these strategies equated into better results, which means a successful internal campaign was achieved.
Internal campaign tracking can be a very manual and error prone process for many organizations. Being a little more thorough and applying this strategy will reduce your efforts and improve the insights you gain from the internal campaigns utilized.