Campaign tracking is the process of tracking and monitoring the performance of marketing campaigns. It helps you measure the effectiveness of your marketing channels, traffic sources or content used with a given campaign. Then, you’ll be able to assess whether your investment has paid off or not.
By monitoring your campaigns you also get valuable information about user engagement and opportunities to improve it.
Analyze the recorded data and learn:
Where do users come from?
How many clicks does an advertisement banner receive?
How do visitors behave on your site?
What’s more, campaign tracking helps you with conversion attribution, that is, assigning credit for conversions in a customer journey that spans more than one channel.
An example of Piwik PRO attribution reports used for campaign tracking
Campaign tracking requires tagging the links you use in campaigns. Tagging means adding special parameters to URLs so your analytics software can recognize a particular campaign and assess exactly how your ad or marketing initiatives are performing.
Tagged URLs contain information about source, medium, keywords and the campaign name.
An example of a tagged URL using PK parameters (used only in Piwik PRO):