Information Technology Reference
In-Depth Information
the categorization, as shown in Figure 3.2, you have not even touched on the full
power of campaign tracking. the initial campaign summary is valuable, but definitely
not the end of what you can and should do with campaign tracking.
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Figure 3.2
Expanded custom campaign summary
Once you deploy campaign tracking, a set of new metrics becomes available
throughout the system, including the Custom report Wizard and filters. table 3.1
summarizes what each of these metrics does.
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Table 3.1
Campaign Metrics
Metric
Definition
Campaign Clicks
Number of direct campaign clicks
Unique Campaign Clicks
Number of unique visitor campaign clicks
Returning Campaign Clicks
Number of returning visitor campaign clicks
Campaign Cost
Total amount spent on the advertising campaign during the
selected time period, reported in the consolidated reporting
interface currency
Campaign Conversion
The campaign conversion according to the chosen action on the
interface
ROAS
Return on advertising spend: revenue divided by cost of
advertising
CPA
Cost per action: cost of advertising divided by action
ACC
Average cost per click
Impressions
The number of ad views as reported back from the advertising
channel in question
Average Position
The average position on the PPC search engine
