Configuring campaign and milestone tracking
This section contains instructions, information and tips for tracking campaigns and milestones and analysing them.
General
In addition to normal website tracking, you can selectively analyse campaigns (e.g. advertising banners, newsletters, etc.) and evaluate special milestone and goal pages. Both additional features require a further parameter in the pixel-code ('wm_campaign' or 'wm_campaign_key' and 'wm_milestone'). You can find details on integrating the parameters into web pages further below in 'Technical info on extending the pixel-code'.
In contrast to normal website tracking, campaign and milestone tracking offers predefined statistics as well as the option of configuring your own campaign and milestone analyses, as soon as the initial data on the campaigns and milestones has been received on the server. To do this, select 'Conversion' on the 'Campaigns' menu. An exact description of the configuration options can be found in 'Configuring statistics' further below.
In this way, it is possible to analyse how many visitors to a campaign have visited which milestone on your web presence.
Technical info on extending the pixel-code
To be able to use campaign and milestone tracking, the 'wm_campaign' or 'wm_campaign_key' and 'wm_milestone' parameters still have to be defined in the pixel-code. For this you need to add a further line to the pixel-code. In this line, you have to give the parameter wm_campaign a definite name or wm_campaign_key the name of the campaign parameter (e.g. campaign_id) that is transferred by the GET list. Any name can be selected for the 'campaign_id' parameter. But in order for the name to be recognised correctly, it has to be allocated to the 'wm_campaign_key' parameter in the pixel-code. The 'wm_milestone' parameter only has to be filled with a fixed name.
The values of these parameters (wm_campaign_key and wm_milestone) are normally set in the pixel-code between the lines '// Begin own parameters' and '// End own parameters'. If however several campaigns refer to the same page, the parameter 'campaign_id' (or another selected name), which is filled via the GET list, should be used for the campaign name. Remember to insert the parameters in the <noscript> part of the pixel-code. The fixed names are always transferred here and these have to be URI-coded (see „Integration of the pixel-code“ for information on URI coding). We'll show you how this is done in a sample code further down. The following examples show how the parameters can be filled in the pixel-code.
| Example: |
|---|
// Begin own parameters |
The values for the parameters can be freely selected (e.g. 'campaign_id=BannerA', 'campaign_id=banner_17', ... or 'wm_milestone=registration', 'wm_milestone=checkout'). The values should, however, be as short and as concise as possible so that the analyses remain legible and understandable later on.
Campaign tracking with the 'wm_campaign' or 'wm_campaign_key' parameter
The 'wm_campaign' parameter must always be given in the pixel-code if the visitor has reached the page via a campaign (for example, clicking an advertising banner). If a campaign URL refers to a special page that can only be reached via this campaign (a so-called landing page), then it is very easy to include the 'wm_campaign' parameter by quickly extending the pixel-code to include this parameter (see description above).
| Example of a special page that can only be reached via a single campaign: |
|---|
// Begin own parameters |
Should no landing pages be available, then it makes most sense if the saved (banner) URLs have a unique feature or are extended to include a unique feature, for example, a GET parameter that is not otherwise used (e.g. as described above, 'campaign_id'). Remember that the GET parameter is to be allocated to the 'wm_campaign_key' parameter and not to manually entered names like 'wm_campaingn'. An example can be seen here in the following.
| Banner-URL with the GET-Parameter: |
|---|
alt: http://www.meine-seite.de/angebote.php |
| Example in the pixel-code with the GET parameter campaign_id: |
|---|
// Begin own parameters |
Milestone tracking with 'wm milestone' parameter
With the 'wm_milestone' parameter, you can mark important pages (for instance, registration, checkout, informational material) and then specifically perform analyses on these pages. To do this, you only have to add the 'wm_milestone' parameter to the pixel-code of the relevant pages. This parameter has to be inserted between the lines '// Begin own parameters' and '// End own parameters' in the pixel-code (as described above).
| Beispiel im Zählpixelcode für den Parameter wm_milestone: |
|---|
// Begin own parameters |
Examples on how these configuration should be done in the pixel-code are described below.
Configuring analyses
Select the 'Conversion' option under 'Campaigns' to configure analyses for campaign and milestone tracking. The individual campaigns or individual milestones are listed side by side using the 'Campaign overview' and 'Milestones overview' options.
On the 'Conversion' page, you can make settings for the analysis using the various input fields and dropdown lists. The result is shown in the form of a diagram. The title for the campaign/page/milestone can be freely defined in the 'Title' column. This title is displayed in the diagram and designates the selected section. The following buttons have to be used to add or delete a campaign or a milestone. There is the '+'-button (
) to add, and the (
) button to delete.
In the top line of the 'Campaign/Milestone' column, you can select the campaign whose visitors should be included in the analysis. You have the option to display 'All visitors' or to narrow down the analysis to a specific campaign or search engine.
Then you can add the individual milestones or pages, which are selected in the next lines. The order of your selection is relevant. The diagram is created according to the order in which you have specified the individual milestones or pages. This is important for the analysis, as the order reflects the flow of visitors, that is to say it shows how many visitors have come from one point (milestone/page) to the next. The order can be modified at any time using the arrows to the left under the 'Pos' column (
and 
). Before adding a new row, it must first be selected if a new page or milestone should be added, after this the button “select” must be pressed. In the then opening popup a page or milestone can be selected. Further milestones and pages can of course be added or deleted at any time.
Such an analysis can be seen on the following screenshot:
Conversion
Please note: Data first has to arrive on the server before various campaigns or milestones can be selected and analysed.
| Example: |
|---|
| Someone comes from the XY advertising campaign (campaign) to an online shop/landing page (milestone). They place something in the shopping cart there (milestone), start the payment transaction (milestone) and then arrive at the confirmation page (milestone). One could analyse here how many of those visitors that arrived at the page from campaign XY, have placed something in the cart and how many of them actually made a purchase. |
Examples of codes:
An example of a code for non-Flash-based web pages can be found in the following. The 'wm_campaign' or 'wm_campaign_key' and 'wm_milestone' parameters were added to the pixel-code, filled with typical content and highlighted:
| Additions in the pixel-code: |
|---|
<!-- WiredMinds eMetrics tracking with HotTracker V3.0 START --> |
Or in the case that a single website is used for several campaigns:
| Possible URL and additions in the pixel-code: |
|---|
In case of following URL with the GET-Parameter “campaign_id” |