Information Technology Reference
In-Depth Information
Types of Campaigns
Yahoo! Web analytics provides an opportunity for you to track all your commercial
traffic-acquisition activities as unique and individual campaigns. You can track cam-
paigns to the extent that you are completely in control of where all your incoming traf-
fic is coming from. Doing this will give you insight into the impact of one campaign on
another and into specific advertising metrics such as the cost per visit.
Traffic Acquisition
Traffic acquisition is the practice of managing the inflow of visits to your web properties through
paid advertising or other efforts.
Determining a campaign's impact involves pairing campaigns with the actions
described in Chapter 2, “Content and advanced Conversion tracking.” By pairing
campaigns and actions, you are able to see which actions occurred after a visit gener-
ated by a campaign or even by a visitor previously acquired by a campaign.
You can define any type of incoming traffic as a campaign. Yahoo! Web analytics
groups campaigns into these main categories:
B
58
•
anner Campaigns
•
E
mail Campaigns
a
•
ffiliate Campaigns
•
p
aid search
O
•
ther
•
F
fallback Campaigns
a fallback campaign is not a true category by itself but a safeguard against not
picking up campaign activity that was overlooked when configuring it initially. You
would always want campaign activity counted in your campaign reports, and this is
where nonconfigured or improperly configured campaigns would fall.
One of the main differences between campaign types and online campaigns in
general is the way cost is attributed to them. Yahoo! Web analytics offers these catego-
ries for attributing costs:
F
•
ree Campaign / Other Cost type
O
•
ne-time Cost (typically Cpm, Cost per thousand impressions)
•
C
pC (Fixed Cost per Click)
•
C
pa (Fixed Cost per action)
•
p
pC (pay per Click)
