Site Promotions


1 comment

  • Alek Oleszkiewicz

    Hi Jordan,

    I don't think there is one universal approach to make site promotions more valuable, as it all depends on the outcomes that you want to promote and optimize your site for.

    Despite the name "promotion" is indeed very much e-commerce oriented, you can consider it to be any activity that you do on your site to drive your visitors to specific goals or outcomes. It may be account creation, subscription to a newsletter, checking details of a product/service, filling in a contact form, or maybe visiting a specific page - like the newest blog post on your site.

    While you can of course easily track that someone was on the specific page for that activity, you may want to know what led them to that page - and cm_sp tagging is especially useful, when users can access your target page through multiple links across your site pages.

    Using Site Promotions report, you will be able to quickly report and compare which link locations/types are driving the most results for which activity and decide how to optimize your outcomes, for example if you want to invest your time into preparing animations and writing blog posts, or if text links on your info pages are equally effective.   

    Note, that the Site Promotions report may be viewed in a hierarchical way, so you may want to assign your own meanings to the parameters of the cm_sp tag to create groupings that will make most sense for you.

    For example, one may group the first level based on the general type of activity that they're promoting to users - like getting users to the self-service area of the site, getting users to a partner's site, or maybe driving them to a product finder or configurator; on the second level you may be more specific about the activity you want your users to perform, and on the third level the type of the content (image/text/animation/banner) or the location (top-nav, side-banner, footer, etc.) related to that specific link.

    If you will be tracking conversions on your desired results, you will be able to also report on how specific clicks led to conversions.

    And if you enable on-site impression tracking, you'll be able to also see in reports which of your links were visible to users, even if they weren't clicked. So, you will also see metrics like a click-through rate (note that impression tracking incurs additional server calls). 


    The cm_re (Real Estate) tracking, that you mentioned, is similar, but instead of looking from the activity point of view and assessing the performance of different links, Real Estate is used to compare the overall performance of different pages, page variants (e.g. when there is personalization or A/B testing) and locations on your pages (side-bar, top-bar, menu, footer, etc.) in driving people to click there - regardless of the actual content that was promoted there. So you can tell, that the most clicks (or conversions) are generated from the right sidebar banner on the contact page.

    Again, you can enable impression tracking to get detailed click-through rates for each area of your page.


    Of course for both, cm_sp and cm_re parameter you may assign your own meanings - that will be most relevant for your business needs and will provide you insights for decisions you'd like to make based on analyzing them.

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