Multichannel Campaign Reporting for all traffic
See Multiple Sources In One Table
Traffic comes from lots of different places. Current favorites are Google Adwords, LinkedIn, Twitter, Bing, and Facebook. Multiple sources are used to generate incoming traffic, most of which behaves differently.
Our job at Searchlight, as engineers specialized in making your life simpler, is to supply you with one report, in which you can compare all your sources.
A single, easy-to-understand table which displays, for example:
| Campaign/ Source | Google AdW/ Singles day | Google AdW/ Xmas | LinkedIn/ Xmas | Twitter/ Singles day | FaceBook/ Interest | Newsletter/ Nurture |
 |
|
 |
 |
 |
 |
|
| Clicks | 1,300 | 2,983 | 1,200 | 300 | 12,392 | 212 |
| Conversions | 25 | 16 | 2 | 15 | 12 | 6 |
| % of Total | 1.92% | 0.54% | 0.02% | 5.00% | 0.10% | 2.83% |
| Date range 1st Jan to now |
****Spoiler Alert****
This technology will capture traffic from all sources across multiple sites, and make your life easier.
Which Traffic Sources Deliver The Best Results?
In this article we discuss how to measure which traffic sources deliver the best results. In other words, how to understand which money is well spent. You might be forgiven for thinking that this all seems very obvious, and while it might seem that way, the process is very complex. Google refers to this as Multi-Channel Funnel Reporting – which requires engineering resources to get it implemented via Analytics.
Until now at least. With this post, we are releasing technology which greatly simplifies the process of combining the measurement of multiple sources to one or more conversion point (different landing pages, or sign-ups, purchases, etc). That means that we’ll give you a table in which you can compare how well channels generate traffic that converts to your goals.
Important Marketing Metrics
- Quantity (amount) of traffic generated per source
- Quality (conversion) per source
- Cost
Bottom line: the goal is to find the best sources for the lowest cost. From a technical point of view, we might refer to omni-channel, or cross-channel attribution rates, sign-ups per channel, roi reporting, campaign performance, and tracking conversion from source.
Examples Of Traffic Conversions From Multiple Sources
Suppose you have a website called http:www.mycoolproduct.com
Now you work to promote the site across different channels – ad campaigns, social, emails.
Let’s say you have 5 different channels (Note: things can get complicated quick, if people move across channels, through time). What you really want to keep track of, is which efforts lead people to (which) conversion events. Perhaps these people end up checking out through https://secure.mycoolproduct.com or https://sign-up.mycoolproduct.com
google.com >>>>>
linkedin.com >>>>>>>>>
twitter.com >>>>>>>>>>>>>>
facebook.com >>>>>>>>>>>>>>>>>>>> all funnels to mycoolproduct.com then further converts to secure.mycoolproduct.com
The metrics we are discussing here will give you an overview of which sources actually led to conversions over long periods of time.
Click here to read about the nuts & bolts of cross-domain tracking. In a nutshell – we can measure the same person, as the same person, through time, from point of origin across websites.
Example Traffic Sources
Examples of different channel sources are: organic and paid search traffic, social campaigns, and email blasts. Technically, the bread-and-butter ways to measure all these sources is to insert UTM tags in all your traffic campaigns and tag your HTML emails.
Examples Of Where To Send Traffic
Typical places where traffic is sent consist of website pages – targeted landing pages, home-pages, and call-to-actions such as sign-ups, ordering, and contact requests. One of the unique selling points we bring to this table is the ability to measure this activity across domains, either from non-secure to secure, or across a network or group of related-product sites.
Compare Traffic From Multiple Sources In The Same Report Table
The pot of gold at the end of the rainbow here is the ability to know for yourself, your client, whoever you need to discuss with, which of your marketing and advertising efforts are working, which need to continue getting your spend, and which are not working as expected. The pain here is the struggle to monitor across multiple channels.
A Solution For Agencies
Does your Digital Agency need to report on Campaign conversion to your clients? What this offers agencies, digital marketing agencies, or otherwise, is the ability to automate client reporting across marketing channels, which is a huge time-saver. Not only time, hours needed to compile reports from multiple sources, but the elimination of human error, and the ability to access the data in real-time. Basically, it means getting all your advertising data on the same page. Result? An overview of all conversions across all sites for any group of products.
Example Questions Which Can Be Answered With This Solution
- Which advertising is giving us web conversions.
- What is our best referral for conversions and from which advertising campaign are people getting there.
- Which ad source is bringing traffic.
- Which ad source is bringing the most traffic.
- Which ad source is bringing the form completions, sign-ups, orders, and purchases
Additional feature information
Measure which marketing sources lead to sign-ups, enquiries, orders, purchases, and other important actions. Opentracker brings traffic and conversion activity together so you can compare campaigns across channels in one report.
Multi-Channel Campaign Reporting
People may discover your business through search, social media, email, advertising, partner sites, or several of these channels over time. Conversion reporting shows which sources contribute to results instead of treating every visit as an isolated number.
- Compare organic search, paid search, social, email, and referral traffic
- See which sources produce form completions, sign-ups, orders, and purchases
- Track visitors from their original source through later conversion events
- Measure campaigns that send people across related domains or secure checkout sites
Connect Sources to Conversion Goals
Define the pages and events that represent success for your business. These may include a confirmation page, whitepaper download, contact request, trial registration, completed order, or any custom event you choose to track.
- Filter conversion results by source, campaign, referrer, and search term
- Compare traffic volume with the number of meaningful outcomes
- Use UTM parameters to label campaigns consistently
- Follow the same visitor across a network of related websites
Know Which Campaigns Deserve More Budget
Traffic volume alone does not show whether a campaign is valuable. By comparing sources against conversion activity, you can identify which campaigns bring qualified visitors, which keywords produce customers, and which channels need improvement.
Automated Reporting for Agencies
Agencies can bring advertising and conversion data from multiple channels into a consistent client report. This reduces manual spreadsheet work, limits reporting errors, and gives clients access to current performance instead of waiting for a monthly compilation.
Questions Conversion Reporting Can Answer
- 1Which advertising campaigns generate website conversions?
- 2Which referrals produce the most valuable actions?
- 3Which source brings the most traffic, and which source brings the best traffic?
- 4Which channels lead to form completions, sign-ups, orders, and purchases?
- 5How do campaigns perform across multiple sites and conversion domains?