Goal setting for XT

[JyotiSharmaV]

I have an XT activity where I have a lightbox template enabled for users to show pop-ups & the goal is to get the users to click on sessions at the end.

In the lightbox pop-up by clicking on CTA button users land on Page-A where I have some tracks: {track1, track 2, track3} that I want the user to select they are interested in, and then after selecting the desired track user lands on Page-B which has sessions on it { session-1, session-2, session3} and user can select which session they want to watch.

In the goal setting off course, I have selected the goal metric as->conversion->clicked on element i.e. CTA button of Pop-up to understand the click-through rate on the CTA button but I also want to measure how many sessions getting clicked as this is the major goal to get the users click on sessions. How can I incorporate this in current goal settings, any suggestions?  

[Gokul_Agiwal]

HI @JyotiSharmaV 

You already set a conversion goal for lightbox CTA buttons so this is fine.

Quick question - when user lands on Page B, which has sessions { session-1, session-2, session3}, so are these sessions is nothing but buttons only. how it's getting display on page? 

I believe when user select which session they want to watch - either they click on one of the session button or they chose is this correct understanding? 

There are couple of options to track this but if you could answer above question then it's easy to understand your use case. Thanks

[JyotiSharmaV]

@Gokul_Agiwal In the third step, When a user lands on Page B, the sessions are text hyperlinks, not the buttons that take users to the video content page that users want to watch. Something like this example:

In the goal settings, I was able to select the CTA button "Watch On-Demand" as a conversion metric to understand clicks on the CTA button.  Something like the below example:

The CTA button has a hyperlink to Page A something like below dummy link : 

https://dgshf.com/about-us/events/techsession-on-demand?utm_source=Website&utm_term=Banner

However, I also want to measure how many sessions are clicked with the help of this pop-up display, as this is the major thing to report on for this pop-up. And, How can I incorporate this in the current goal settings? Or in reporting how can I report on this as this is confusing me a bit.

Just FYI, the on-demand video content play has tracking set already in Adobe Analytics and I can report on plays happening on the videos from the sessions but want to check on clicks happening with the help of these pop-ups. 

[Gokul_Agiwal]

Hi @JyotiSharmaV 

If you're using Adobe analytics and A4T integration, then you can track session links in Page B as custom events in Analytics.  

Like in Adobe Data Collection (Tags), setup a rule and in custom code - setup the custom click tracking on this hyperlinks  with custom event name and later you can map this custom event in Target as goal metric. 

This will allow you to report on session { session-1, session-2, session3}, in page B in Target & analytics too. 

[JyotiSharmaV]

@Gokul_Agiwal The irony is that I would be able to only able to use only one metric as a goal metric ... I have to measure and click on the CTA button of Pop Up as well ... that is why I chose Target as the reporting source... 

Isn't something I can do in Adobe Analytics because dimensions like marketing channel details or activity map or others will also allow me to know traffic coming from the CTA button link https://dgshf.com/about-us/events/techsession-on-demand?utm_source=Website&utm_term=Banner to session clicks?

Can you suggest the way we can filter down in ADOBE ANALYTICS to sort this out?

[Gokul_Agiwal]

Hi @JyotiSharmaV  

I think you can add Additional Goal in AT and chose the right success metric ( see below in screenshot)

If you want to go with Adobe Analytics then 

1) If your CTA button click jump to URL like this  https://dgshf.com/about-us/events/techsession-on-demand?utm_source=Website&utm_term=Banner 

then make sure that the UTM param (campaign param)  captured in analytics as dimension. 

2) for Page B, where all session links { session-1, session-2, session3}, are present, then capture this clicks via custom events ( ex, event55,) or as persistence var (eVar) to capture the name of sessions.

and then when you analyze the data in AA in freeform table, 

1) you can add the dimension Page URL https://dgshf.com/about-us/events/techsession-on-demand 

2) first Metric - count of CTA click (ex: event11)

3) second metric - count of session links (ex: event 55) 

you can breakdown the above data based on

 - the campaign param (query param) (ex: utm_source = website, utm_term = banner) to analyse the traffice from marketing channels. 

 - session names (eVar) to see which session click most

and yeah you can go with Activity Map, review the link click data for CTA or Session hyperlinks and then filter activity map result based on campaign params to focus on traffic. 

See how it goes.

Hope this helps. 

[JyotiSharmaV]

@Gokul_Agiwal I think we have a dimension to capture the cid codes template like <med-lin-mcu-101724> via cl;classification but not anything separately for links with the UTM params like this utm_source=Website&utm_term=Banner 

Won't this query parameter enable UTM link

?utm_source=Website&utm_term=Banner go in the page dimension or marketing channel details dimension automatically when the page will load with a hyperlink link 

https://dgshf.com/about-us/events/techsession-on-demand?utm_source=Website&utm_term=Banner 

Or if I have to enable ?utm_source=Website&utm_term=Banner tracking then can you suggest what way this can be done?

[Gokul_Agiwal]

Hi @JyotiSharmaV 

I think you can use the existing dimension (cid codes) to track the UTM params too however I'll recommended to go through below post once - you can see nice answers from @Jennifer_Dungan and the other post which clear the doubts. 

https://experienceleaguecommunities.adobe.com/t5/adobe-analytics-questions/utm-id-tracking-with-adob... 

https://experienceleaguecommunities.adobe.com/t5/adobe-analytics-questions/using-utm-parameters-in-a...

https://experienceleaguecommunities.adobe.com/t5/adobe-analytics-questions/how-to-track-and-identify...

https://medium.com/@utmsmartmanager/the-complete-guide-to-using-utm-parameters-in-adobe-analytics-df...

Hope this helps. 

[JyotiSharmaV]

@Gokul_Agiwal I have checked all the links but our scenario is different. I am not using cid codes in the URL if you look carefully. We just have a UTM param-enabled URL which we are using as a hyperlink for the CTA button https://dgshf.com/about-us/events/techsession-on-demand?utm_source=Website&utm_term=Banner 

[Gokul_Agiwal]

Hi @JyotiSharmaV  I believe UTM Parameters and CID (campaign identifier) are supposed to do the same thing: Hold descriptive data about your online marketing campaigns. 

In Adobe you put all campaign data in one parameter, separated by a delimiter. The campaign parameter might be named “cid”, but actually you can use any other name for it as well.  This is what my understanding so you can also track UTM links. 

Let's check with @Jennifer_Dungan  - Hi Jennifer, Can you help us here in this scenario? 

Thanks,

[Jennifer_Dungan]

@Gokul_Agiwal you are correct, CID and UTMs do the same thing, they are just a different way of doing it.

Adobe traditionally uses CID, basically an "all-in-one" tracking code. The format and order of how the info is put together must be carefully specified (i.e. source_medium_campaign_subcampaign_somethingelse_etc).

UTMs are more of a Google designation, but also tends to be used more universally in other tools as well. These are actually separate parameters for each use, with 5 core parameters (utm_source, utm_medium, utm_campaign, utm_content, utm_term), but you can create more to suit your needs.

We use UTMs as well... first, we have backup GA as well as other tools that read UTMs. So I am not going to ask my teams to double campaign everything, but also, I have enough trouble getting them to use UTMs correctly... trying to get them to use a very specific CID format is unlikely to happen... lol.

So I have approached our tracking from multiple directions.

First, I get all the values of each UTM.

I then build my "Campaign" variable (aka "Tracking Code" or "eVar0"). Here is where I build out an all-in-one value. I do this in such a way that I can use Regex Rules to break it down easily.

For you, this can come down to personal preference... you can choose an order to place the values together with a delimiter (making sure that you always have value in the same relative positions, and if no value for one, then to use a placeholder like "na")... or you can do like me, and use name pairs and delimiters, and only pass values that exist (i.e for utm_source I use "us=value", for utm_medium I use "um=value, etc)

Next, in addition to this, since "Tracking Code" has a 1 week attribution, I have an eVar set at Visit Expiry to track each UTM in isolation. This can be used for segments and breakdowns in my reporting.

Then the last part is setting up my Marketing Channels to read the UTM parameters to set the proper Marketing Channels (which by default has a 30 Day Attribution.. though, we use 7 Day Attribution here as well)... the difference between Marketing Channels and Tracking Code is that Marketing Channels take more than the campaigns into account.. they look at referrers and other logic to determine how to classify the tracking. Tracking Code only looks at the campaigns... so things like Organic Search, Organic Social, Referrer traffic, Direct traffic, etc are all covered here (things that Tracking Code cannot do).

Now, all that aside, looking at your original ask... I wouldn't use any of this for the purpose!

CID and UTMs are both for external campaigns (i.e. traffic coming from outside your site... where you have no other information (aside from referrer.. and even that isn't a given if referrer is suppressed) to help you determine how users got to your site.

I would use a similar but different way of tracking this... ICID or ITMs.. these are internal tracking campaigns.

You don't need all the same information on an internal campaign (i.e. the medium.. you know it's your own website... etc). Keeping your internal separate from your external also means you aren't overriding all your paid and marketing campaigns driving traffic to your site.... and while yes, you can use a Participation Model to see all the interactions... why would you complicate it like this?

Example:

• Page 1 (Paid Search)
  • Tracking Code = "Google_Paid_CampaignX"
  • Marketing Channel = "Paid Search"
  • Marketing Channel Detail = "Google"
• Page 2
• Page 3
• Click on Banner Y
• Page 4
  • Internal Campaign = "Promo Banner Y"
• Purchase Order

Now on your Order, you can see the Marketing Channel (that brought people to your site) is a Paid Search, Campaign "X"

You can also see that your Internal Campaign was your Promo Banner Y

Your banner doesn't overwrite your marketing channel, so your paid campaign still gets visibility for bringing people to the site and you have access to your internal campaigning.

Now, in the old days, GA when it saw any new UTM would start a whole new session! So it was very bad to use UTMs on your internal links, GA4 doesn't do that any more, but its still considered bad practice to mix your external and internal campaigns.

For internal campaign tracking, I use Visit level expiries (I can always use custom Attribution in Workspace to increase my attribution period), but internal promos, I almost exclusively need to see Visit level data anyway. I would suggest the same.

[Jennifer_Dungan]

I should add one more thing... when it comes to internal promotions and banners, I also leverage Activity Map (with well named regions) to augment my tracking.

I also in some cases leverage Conversion Syntax Merchandising eVars to create explicit data to my purchase flow.

This is where I send a value on the CTA click of my banner to Adobe (it will not actually show in any report at this time)... but I have the eVar bound to the purchase event.. so as soon as a purchase is made, the last value set to my eVars is stitched to the purchase in the s.Products notation. For me, the purchase event makes sense, since I am dealing with subscriptions, and therefore a single product... but it might make more sense to bind the Conversion Merch Vars to "Add to Cart" so that each product being marketed with your banners is bound individually.

[Gokul_Agiwal]

Hi @Jennifer_Dungan  Thank you for all insights. Really appreciate it. 

@JyotiSharmaV you can think of the approach suggested by Jennifer and see if you can achieve in your use case. 

Thanks.