By analyzing the performance of marketing campaigns and links, managers can shift spending to high-performing vendors, campaigns, and creative elements.
You can complete the following types of analysis by using data from the Marketing Programs report.
- Compare campaigns using same-session metrics to understand how well campaigns drive immediate visitor response.
- Analyze various paid search terms to improve the performance of existing keyword marketing placements.
- Analyze various marketing programs to improve the performance of existing creative/content placements.
- Identify key real estate and creative elements within emails that generate the most click-throughs and transactions to maximize the value of future emails.
Key performance indicators for the Marketing Programs report
Focus on the following key performance indicators when you are analyzing data in the Marketing Programs report.
The Marketing Programs report provides the following metrics in the default view.
- Bounce Rate
The percentage of one-page sessions out of all sessions that are attributable to this MMC item - which campaigns are driving visitors to targeted landing pages.
- Unique Visitors
The number of distinct visitors that have sessions attributable to the MMC item - how many unique users visit your website from a specific source.
- Unique Buyers / Visitors
The ratio of visitors who purchased a product to all visitors who visited your site.
- New Visitor Percentage
The percentage of all visitors who were making their first visit to the site: New Visitors divided by Unique Visitors.
- Online: Sales
The dollar value of orders in any session that is attributable to this MMC item. Using sales, you can understand how your marketing campaign is driving conversion on your website.
Additionally, if you edit the Marketing Programs report, you can add these metrics.
- Average Session Length
The average length of a visitor session: (Time Stamp of Last Session Record minus Time Stamp of First Session Record) divided by Sessions.
- Buying Sessions / Total Sessions
Buying sessions divided by total sessions.
- 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.
- Event Sessions
The total number of sessions that consist of at least one completed event. 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 events (as defined by the conversion event tag) that are completed in sessions attributable to this MMC item.
- Events Completed / Session
- MMC Clicks
- New Visitors
The total number of new visitors (persistent cookie values that were not seen previously).
- One Page Sessions
The total number of sessions that consisted of a single page.
- Online: Average Order Value
The average order value in sessions that are attributable to this MMC item.
- 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 number of orders in sessions that are attributable to this MMC item.
- Online: Total Shipping & Handling
The total shipping and handling value for orders completed via online channels.
- Online: Unique Buyers
The total number of visitors who purchased one or more products via online channels.
- Orders / Session
The average number of orders per session.
- Orders / Visitor
The average number of orders per visitor.
- Page Views
The total number of times the page (or category that contains the page) was viewed. A count of the collected Page View tags.
- Page Views / Session
The average number of total page views per session that are attributable to this MMC item.
The total number of sessions. A session is defined by a sequence of records collected by a common session cookie with no more than 30 minutes (default) of inactivity between collected records.
Using the cm_mmc parameter for the Marketing Programs report
The Marketing Management Center (MMC) looks at the first-page view of each session on your site. If the URL for that page view contains a cm_mmc parameter, that session activity will be tracked in the Marketing Programs report.
The cm_mmc parameter contains the following four elements:
Each element within the cm_mmc parameter is required. If you do not need to use all four MMC elements, you can pass null or na but do not leave any MMC parameter values blank. The cm_mmc parameter allows you to specify the vendor, category, placement, and item information that is displayed in the Marketing Programs report. Each one of these values is placed within the parameter, separated by the string -_-.
For example, activity directed to the following URL would show up in the Marketing Programs report with a vendor of Google, a category of Home and Garden, a placement of keywords, and an item of a sprinkler.
Each element is separated by -_-. The spaces in the "Home and Garden" category have been encoded to be %20 to match standard URL encoding rules.
You should generate MMC URLs by using the Tracking Code Generator to process bulk sheets and automatically append tracking codes to the destination URLs with MMC parameters. To select the Tracking Code Generator click Manage > Marketing > from the left navigation pane. Then select Guide Me to review information about the Tracking Code Generator.
Note: The cm_mmc parameter represents the new format for MMC tracking links. The old format used separate parameters for the vendor, category, placement, and item:
cm_cat, cm_pla, and
cm_ite respectively. This format continues to be detected and tracked within the MMC, but users are encouraged to use the new cm_mmc parameter. Also, if you use the old format MMC parameters and you leave a value blank, -1 is used for the missing value. In the new format, blank values generate a rejection.
It is important to follow the web standard regarding the use of the hash character. It is used in a URL to indicate a fragment. Therefore, the number (#) character should not be used in MMC parameters.
Vendor / Category / Placement / Item: These four MMC parameters are used to link information to a manageable four-level hierarchy. Although Digital Analytics recommends using each level for specific information it can be completely customized by the client.
- Automatically group marketing links by an external vendor for comparison and audit.
- Group links by internal categories such as campaign name or business unit for individual analysis.
- Group links by creative for comparison across versions.
- Marketing Item
- Name the marketing link so that it is easily recognizable.
|Category||Campaign 1||Specific campaign|
|Item||Sale||Title of email|
|Category||Branded||Branded vs. non-branded|
|Placement||AdWord||AdWord vs. Sponsored link|