Information Technology Reference
In-Depth Information
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Figure 3.15
Fallback campaigns
Fallback campaigns are also helpful when you know certain sources, such
as
shopping.com
, simply do not provide any free traffic and that anything from that
domain should be defined as campaign traffic.
to be clear, the system first checks if traffic can be attributed to any of the cam-
paigns you have defined. if Yahoo! Web analytics cannot find any campaign match,
it tries to attribute the traffic to a fallback campaign. Finally, if the traffic cannot be
attributed to either defined campaigns or fallback campaigns it is considered noncamp-
aign traffic.
note that fallback campaigns can be defined only with the
Contains
operator.
also have in mind that a fallback campaign does not apply to historical data.
and as you might have expected as well, the fallback campaigns, of which you
can have multiple, can be configured and managed through the bulk management sys-
tem, just as you would ordinary campaigns.
Example Paid Search Deployment
i believe the deployment of regular external campaigns is a fairly straightforward pro-
cess; however, deploying paid search campaigns is sadly not always a straightforward
