The Site Promotions report provides data about the success of on-site links or promotions on multiple pages or placements on your website.
The report provides data on aggregate activity for links or banners across your website. With the hierarchical categorization, you can track impressions and performance for dynamic promotions and A/B tests. Site Promotions reporting uses the same session logic and takes into account all activity that occurs during a session, including activity before and after the click. Use this report to analyze your Site Promotions by Promotion Type, or drill down to view the granularity of link performance by page.
The Real Estate report can be used with the Site Promotions report to analyze link and promotion performance across all pages on your website.
The following examples show how to use Site Promotions report data:
- For promotions with low click-through rates
- This indicates that the offer was not as relevant to visitors as other promotions. Consider replacing this promotion with a more popular one or revising the offer creatively.
- For promotion pages with low click-through rates
- A low click-through rate on a specific page indicates that the offer was not relevant to visitors to that page. Consider removing the promotion from this page and replacing it with another, or evaluating the page content to understand how the offer could be modified to increase relevance.
- For promotions with high click-through but low conversion rates
- This offer drove interest but did not result in a purchase. Consider evaluating the landing page for the promotion to understand what customers expected to find and how those products or services could be presented in a more compelling light.
Note: You must enable Site Promotion tracking before Digital Analytics can capture Site Promotion data.
Simply, use the Tracking Code Generator to append Site Promotions tagging parameters to the end of the destination URLs on links that you want to track. Then, add your Site Promotions links to your HTML code to begin capturing Site Promotion data.
Site Promotions report use case
This use case shows how the Site Promotions report can help to identify ways to improve the performance of site promotions.
You are responsible for analyzing the effectiveness of two on-site promotions that are running on multiple pages on your company website. One of your goals is to see what pages on your website best convert visitors for each promotion. To evaluate these promotions, you must support your findings with empirical data.
You track two promotions, a membership offer, and a free shipping offer, with Site Promotions parameters. The membership offer is present on three pages on your website and the free shipping offer is present on two pages.
The following is the output of your Site Promotions report after one month of data collection:
|Promotion||Page||Click thru rate||Conversion rate|
This data shows that the Membership Offer promotion had an overall click-through rate of 17.87% and a conversion rate of 3.56%. This promotion was clicked the most when it was present on the Cart Page, and also had the highest conversion rate of 4.91%. The Membership Offer was also effective at converting visitors on the Home page. You continue to promote this offer on these two pages on your website. However, the Membership Offer was not successful when placed on the Services page, so you consider removing the promotion from the page.
The Free Shipping promotion had an overall click-through rate of 27.99% and a conversion rate of 4.44%. This promotion was clicked the most when it was present on the Home page, but it converted higher on the Cart page with a conversion rate of 6.48%. Although the Free Shipping promotion was more successful when placed on the Cart page than on the Home page, you leave the promotion on both pages because the home page is an entry point to the website. It is beneficial to inform visitors of promotions that are running on the website before they enter the checkout process.
Enabling Site Promotion tracking
Site Promotion tracking must be enabled before Digital Analytics can capture Site Promotion data.
To enable site promotion tracking:
- Use the Tracking Code Generator to append Site Promotions tagging parameters to the end of the destination URLs on links that you want to track.
- Add your Site Promotions links to your HTML code.
Collecting Impressions data in the Site Promotions report
Data for the Impressions metric in the Site Promotions report is captured using Link Impression tags. Link Impression tags are thrown for each link that is tracked with Site Promotions tagging parameters.
Ten Link Impression tags are equal to one server call. If an increase in server calls concerns you, impression tracking in this report can be disabled. When they are disabled, impressions or click-through rate metrics are no longer populated in the Site Promotions report, but all other metrics populate as normal. As a work-around, the page views metric can be used to measure how many times the page or link was viewed. Then, you can use the page view and clicks metrics to manually calculate a click-through rate metric, which is comparable to a click-through rate metric that uses impressions and clicks.
If you are concerned about the impact of Site Promotions parameters on SEO performance on your website, Digital Analytics provides you with the option of implementing manual Site Promotion tagging, which allows for Site Promotion data to be collected without affecting SEO performance. Manual Site Promotion tagging passes the Site Promotion tagging parameters in the Digital Analytics Link Click tags but you do not see Site Promotion parameter values in the URLs in your browser.
Key performance indicators for the Site Promotions report
By focusing on key performance indicators in the Site Promotions report, you can evaluate the effectiveness of your site promotions.
The Site Promotions report provides the following metrics in the default view.
- SP Clicks
In the context of site promotions, the number of page views with site promotion (cm_sp) parameters. The parameters indicate a click from a particular site promotion.
- Online: Sales
The total sales that were generated from sessions that clicked on this link during the selected time period. This report looks at all sales from any session that clicked on this link, including sales that might have happened before the link was clicked.
- Orders / Clicking Session
Orders / Clicking Session. The ratio of sessions that contain an order to total sessions: Purchasing Sessions divided by Total Sessions.
Additionally, if you edit the Site Promotions report, you can add these metrics.
- Event Points
The total number of event points. Event data is collected by the Conversion Event tag. Action Type = 1 reflects an initiation. Action Type = 2 reflects a completion. Passing Event Point values is optional.
- Event Points / Session
The average number of event points per session: Event Points divided by Sessions. Event data is collected by the Conversion Event tag. Action Type = 1 reflects an initiation. Action Type = 2 reflects a completion. Passing Event Point values is optional.
- Events Completed
The number of conversion events completed. A count of the collected Conversion Event tags where type = 2. Event data is collected by the Conversion Event tag. Action Type = 1 reflects an initiation. Action Type = 2 reflects a completion. Passing Event Point values is optional.
- Events Completed / Session
The number of events completed divided by session.
- Online: Average Order Value
The average value of a submitted online order: Online: Sales divided by Online: Orders.
- Online: Average Shipping & Handling
The average shipping and handling fees for transactions completed via online channels.
- Online: Buying Sessions
The number of sessions in which an order was placed via online channels.
- Online: Orders
The total number of orders placed in online channels. A count of the Order tag.
- Online: Total Shipping & Handling
The total shipping and handling value for orders completed via online channels.
- SP Buying Sessions / Clicking Sessions
The ratio of buying sessions to clicking sessions: Buying Sessions divided by Clicking Sessions.
- SP Click-Thru Rate
SP Click-Thru Rate.
- SP Clicking Sessions
In the context of marketing, the number of sessions that starts with a page view that contains a marketing program (cm_mmc) parameter. The parameters indicate a click from a particular marketing program. In the context of site promotions and real estate, the number of sessions that consist of a page view with site promotion (cm_sp) or real estate (cm_re) parameters. The parameters indicate a click from a particular site promotion or piece of page real estate. Note A single session can include more than one click.
- SP Impressions
The number of times a promotion from a site promotion value is viewed regardless of whether it is clicked.
- SP Sales / Click
The average sales value per click: Sales divided by clicks.
Article is closed for comments.