Campaign Tracking
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[edit] Uses
ClickTale can be used to track any e-mail or marketing campaign, to test both the traffic that come from those campaigns and the effectiveness of the campaign itself. Essentially, this method automatically tags any customers that come from a specific campaign with an Event, which can then be used for one of two ways. Primarily, this can be used when searching for videos of visitors to your site, allowing you to search for visitors that came from a specific email or marketing campaign. In addition some plans (such as ClickTale Enterprise) allow you to segmented heatmaps based on these Events to easily compare the aggregated behavior of these visitors to other traffic sources or your website visitors overall.
[edit] Methods
There are two distinct ways to track email campaigns using ClickTale.
[edit] 3rd Party Integration
There are numerous third party e-mail solutions that allow for the insertion or automatic creation of the ClickTale campaign tracking code. Several solutions such as ExactTarget, Contactology and Silverpop insert the relevant tracking code for you. Others can be set up to do so using the instructions below to create the tracked links.
[edit] URL based Events
Setup is simple as it only involves modifying the hyperlink address that leads to the landing page. Simply choose a tag, for example let’s call it "MyTag", and add it to the following URL link:
- http://example.com/page
This then becomes:
- http://example.com/page?ct=enable,t(MyTag)
- The "?ct=" parameter tells the ClickTale Tracking code to process the subsequent commands
- The "enable" command means that ClickTale will always record the visitor, even if you are only recording a fraction of visitors to your landing page
- The "t(MyTag)" command indicates that "MyTag" is the tag name used to track this campaign
If you are using a Mail Merge tool or an email marketing service, you can add a customer_email variable to identify specific customers as they arrive on your website. Simply add the tag containing the customer_email variable, as follows:
- http://example.com/page?ct=enable,t(MyTag),t(customer_email)
Now, every time an email recipient clicks on the link, they will be take to the page you specified, and have the Event tagged next to that visitor
[edit] Advanced Use
The other advantage of using events to track e-mail campaigns is that you can then track these visitors with other Web analytics solutions, such as Google analytics, based on the Events.
You can search through "Visited Pages" based on any tag to find quantitative statistical information about the performance of these links
