How to track and analyze the performance of my digital campaigns in Adobe Analytics?

[sdebuisson86]

Dear all,

I thank you in advance for your time and your answer to my question.

I need to analyze the performance of our digital campaigns on Google ads and on other private publishers (paperjam.lu, rtl.lu etc.).

Can someone explain to me what I have to do to achieve this?

For Google Ads, do I have to switch to manual tracking and add parameters in my urls? How can I add these parameters, what are the rules to respect?
Where can I find the data collected in Adobe Analytics?

For other private publishers, what do I need to add in my URLs for tracking? Are there any rules to follow?

Does anyone know if there is clear and recent documentation on this?

Thank you very much for your help.

Stephanie

[Saurav_Raj]

Hi @sdebuisson86 

If you are looking to import/capture Google paid ad search performance in Analytics, you can use Advertising Analytics feature in Adobe Analytics to see all your Google and Bing Paid Search data. You will be able to view Impressions, Clicks, Costs data directly from the search engines in Analysis Workspace.
Advertising Analytics: https://experienceleague.adobe.com/docs/analytics/integration/advertising-analytics/overview.html

Ideally to track campaigns, you can use s.campaign variable to capture the tracking code appended in your URL.
Campaign variable: https://experienceleague.adobe.com/docs/analytics/implementation/vars/page-vars/campaign.html?lang=e...

[Kishore_Reddy]

For analyzing Google Ads campaigns in Adobe Analytics, I recommend the below:

1. Setup paid search detection. See https://experienceleague.adobe.com/docs/analytics/admin/admin-tools/paid-search-detection/t-paid-sea... 

This will ensure aggregation of data for all ad campaigns that you run on Google Ads.

2. You can include a common query parameter for all campaigns in the landing page URL(s) and track the query parameter in Adobe Analytics in a conversion variable (eVar): 

This will ensure you can break down an aggregated Google Ads campaign report into individual campaigns with query parameter and see KPIs

3. This is optional, but a best practice to do: Setup a marketing channel for Paid Media campaigns / if a marketing channel exists already, make sure processing rules are setup with paid search detection and query parameter. See https://experienceleague.adobe.com/docs/analytics/components/marketing-channels/c-channels.html?lang... 

For Publisher based ad campaigns (or affiliate campaigns), I would recommend following step 2 and 3, from above. You can differentiate between Google Ads campaigns and affiliate campaigns by setting up two marketing channels or by pattern-based query parameter values.

Hope that's helpful.

- Kishore

[yuhuisg · Accepted solution]

Elaborating on this: for step 2:

• Common query parameter:
  • Most times, we use "cid" or "cmp" or "campaign", but it's really up to you. Whatever parameter you choose, your final landing page URL will be something like https://www.website.com/landingpage?cmp=campaign-tracking-code.
  • The "campaign-tracking-code" is a single string that contains all of the information that you need to report on the campaign ad. Your organisation should have already defined the format of this string.
• Conversion variable (eVar):
  • You don't need to create a new eVar for this. You can use the built-in Tracking Code dimension.
  • If you're using Adobe Launch to manage your analytics tags, then in the Adobe Analytics extension, in the Global Variables section's Additional Settings, set the Campaign field to your common query parameter.
    

[Kishore_Reddy]

This is perfect! Thank you @yuhuisg 

[VinayC]

Setup URLs with query string parameters which might include campaign id, campaign source and campaign name. 
example -

https://www.abc.comt/home.html?cmp_medium=ads&cmp_source=twitter&cmp_campaign=twitter1

then capture these in a single variable, which you can call as tracking code - ads:twitter:twitter
or separately in single variables.