Information Technology Reference
In-Depth Information
if you choose to have the campaign category displayed in reports, this category
is displayed in the fixed report called Campaign summary, as shown in Figure 3.2.
You might choose to be a tad more aggressive on campaign categorization for custom
analysis later on and then want a simpler view in the Campaign summary. However, i
have to say that most clients i have been working with end up having both the Enable
and the Display in reports options selected whenever they create a new category. i have
seen this done differently only when there is an agency partner involved in the day-to-
day management of the campaign and the web analytics tool itself. note that you need
the category Enabled to even check the Display in reports option.
Let me elaborate a bit on the campaign categorization that you have seen so far
and provide an example of a five-level-deep classification. this is not to say that this is
a best practice example, but merely an idea for you to see the flexibility:
Level 1, Channel
remember that this category is fixed. the options are Banner Cam-
paigns, Email Campaigns, affiliate programs, paid search, or Other Campaigns.
Level 2, Vendor
any campaign management includes management of where and from
whom you buy your impression, such as Yahoo!, google, pricerunner, or an industry-
specific site.
Level 3, Subcategory
most major vendors will provide multiple campaign opportunities
under a specified and unique channel, such as Banner Campaigns from Yahoo!, which
is split into Display, Video, and so forth.
Level 4, Market
Whether you are global or simply regional, you run optimized cam-
paigns for different regions (such as new York, Boston, and san Francisco) and would
like to track them.
Level 5, Campaign Manager
this is where you designate your campaign manager by name.
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note that the campaign categories will be displayed in a tree structure in the
Campaign summary report (assuming you checked Display in reports) in the order
you created them, starting with Channel.
the campaign categories you created will be available every time you create a
new campaign (see Figure 3.7), but much more about that in the section, “setting Up
new Campaigns.”
Figure 3.7
Applying categories to new campaign
