Information Technology Reference
In-Depth Information
Enterprise Campaign
Tr a c k i n g
This is one web analytics setup activity where
good enough just isn't good enough. For you to
truly gain a complete and fair picture of all your
campaigns, you are forced to have every single
activity measured, to the extent where no single
visitor arrives at your website without you know-
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ing from where, whether it was a paid-for cam-
paign activity, what the impact was, and whether
you could better allocate those resources.
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Keep in mind that a campaign can be anything
from a nationwide TV campaign with a unique
vanity URL or something as simple as a link
exchange with another site in your industry. Both
are examples of activities that impact your online
traffic acquisition, and both should be tracked as
part of your campaign-tracking efforts.
Chapter Contents
Types of Campaigns
Paid Search Setup
Creating and Managing Campaign Categories
Identifying Campaigns
Setting Up New Campaigns
Setting Up a Fallback Campaign
Example Paid Search Deployment
Internal Campaigns
