Effective campaign tracking uses a combination of the following five marketing dimensions:
- Source
- Medium
- Term
- Content
- Campaign
This article describes how these marketing dimensions are used in the Urchin Campaign Tracking Module to track campaign referrals.
Source
Every referral to a web site has an origin, or source. Examples of sources
are the Google search engine, the AOL search engine, the name of a newsletter,
or the name of a referring web site.
Medium
The medium helps to qualify the source; together, the source and medium
provide specific information about the origin of a referral. For example, in the case
of a Google search engine source, the medium might be "cost-per-click", indicating a
sponsored link for which the advertiser paid, or "organic", indicating a link in the
unpaid search engine results. In the case of a newsletter source, examples of medium
include
"email" and "print".
Term
The term or keyword is the word or phrase that a user types into a
search engine.
Content
The content dimension describes the version of an advertisement on which
a visitor clicked. It is used in content-targeted advertising and Content (A/B) Testing
to determine which version
of an advertisement is most effective at attracting profitable leads.
Campaign
The campaign dimension differentiates product promotions such as "Spring
Ski Sale" or slogan campaigns such as "Get Fit For Summer".
To Learn More
To learn how to use Urchin Campaign Tracking Management software to track your referrals along the five dimensions of campaign tracking, read Step 1: Track Campaign Data.