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Campaigns Feature

All about your UTM campaigns in 4 sections

What it is all about

In the overview of the UTM campaign feature we present you a quick overview of all the most important data of your campaigns. There will soon be a version in which you will be able to drag and drop the tiles in order to arrange them just as you wish. 

Important note upfront: 

UTM Campaigns are NOT set up WITHIN Visitor Analytics. They are just automatically recognized by the app everytime a visitor uses a UTM-Link that you have set up and embedded elsewhere.

The displayed results are split up based upon your self-defined components like "utm_source", "utm_medium", "utm_term", etc. and presented to you.

The Campaign feature is separated into 4 sections:

  1. Overview
  2. Campaign Visitors
  3. My Campaigns
  4. Campaigns' Charts
  5. Further questions and topics related to "Campaigns" view

 

Set the time

Just right above this view you see a bar which enables you to choose a certain time period or even a day for which the data below should correspond to. It is important to constrain the displayment of data to certain dates or periods in which you ran potential campaigns or took other measures in order to measure how successful these actions were for future planning. 

Within the campaigns feature of the statistics module, you will find everything you need to know about your UTM-campaigns referring to your website.

The colouring 

As you will see there are two kinds of colours of a tile:

  • Green; meaning that the data represented within the corresponding tile has improved in comparison to the same point in time 4 weeks ago.
  • Red; meaning that the data represented within the corresponding tile has worsened in comparison to the same point in time 4 weeks ago.

This colouring allows you to see at one glimpse whether your website is on a good track or not – if all or most of your tiles are green, things look good. If all or most of them are red, you should try to take measures to find out why. 

Some general hints 

  • For each tile you have the option "See more". Try it. You will be forwarded to a view that shows you even more data related to the tile you were coming from.
  • Almost all tiles contain options to hover information. Just let your cursor run over various elements and discover how much data is actually packed into a tile.
  • Almost all tiles have a little "i-icon" in the upper right corner, giving you yet more information about the tile. Just move your cursor there and you will see more information.
  • A campaign visitor is only counted as such, if he has visited your website via a URL containing utm-parameters set by you.
  • If you see a label "[NOT PROVIDED]" somewhere in these views, this means that you have not added this utm-parameter to the corresponding utm-campaign being presented.

How to build a UTM-campaign that will be recognized by Visitor Analytics

For this please read our article here.

If you want to know what UTM parameters are, please click here.

Overview

Note upfront: Do not forget to read the general hints about the overview tiles and how to build UTM-campaigns!

Campaigns' Visitors

Here you see a quick peak of your total amount of campaign visitors summed up (hint: not the unique visitors) in your selected time range.

Definition: A definition for vistors can be found here.

On the horizontal x-axis you will always have the time being shown. Notice that the scale changes everytime you update the time period in the selector above the tiles. The labeling should be self-explanatory. 

The vertical y-axis shows you the amount of visitors. The scale is adapted automatically based on your website's performance. You will see two data-lines:

  1. a white one: showing you the the amount of visitors for the selected period in time
  2. a dark data-line: showing you the amount of visitors in the previous 4 weeks.

Sources

Here you are being confronted with the different sources of your campaigns' visitors, which were detected by Visitor Analytics. These "sources" ("utm_source") are a component of your self-defined UTM-campaigns, which you added yourself.

Definition: A definition of UTM-parameters which you can add yourself to your UTM-campaigns, like "utm_sources" can be found here.

The data is presented to you in form of a pie-chart. In order to increase clarity, only a few labels are shown right from the start – as you might have noticed these labels mark your best ranked sources right from the beginning. Of course, you can hover each part of the pie-chart in order to see more details. This gives you a good overview of which utm-sources campaigns might need some improvement and which utm-sources campaigns of your website attract most of your campaigns' visitors.

Medium

This tile shows you the different mediums of your campaigns' visitors, which were detected by Visitor Analytics. These "mediums" ("utm_medium") are a component of your self-defined UTM-campaigns, which you added yourself.

Definition: A definition of UTM-parameters which you can add yourself to your UTM-campaigns, like "utm_medium" can be found here.

The data is presented to you in form of a pie-chart. In order to increase clarity, only a few labels are shown right from the start – as you might have noticed these labels mark your best ranked sources right from the beginning. Of course, you can hover each part of the pie-chart in order to see more details. This gives you a good overview of which utm-mediums campaigns might need some improvement and which utm-mediums campaigns of your website attract most of your campaigns' visitors.

Top Campaign Terms

Here you see a list of your top 6 campaign terms (="utm_term") that were regonized by Visitor Analytics – based on the amount of visitors with the listed utm-components

This helps you to understand which campaigns with a certain "utm_term" parameter, that you have defined yourself, worked best and attracted most of visitors to your website. You also see which campaigns, containing the certain names for the parameter "utm_term" did not work very well and need improvment.

Every line represents one name you have given to the parameter "utm_term" of your campaigns. Per "utm_term" you see the following information:

  1. The name of "utm term" which you have added to a campaign
  2. How many visitors were "forwarded" by the campaigns containing that "utm term"
  3. Pie chart indicating how much of your overall campaigns' traffic is forwarded by campaigns containing a certain "utm_term" (hint: the percentages of all pies do not necessarily have to sum up to 100%, as there might be other "utm term" that were used within your campaigns but are not listed in the top 6)

Top Performing Campaigns

This tile lists your top 6 performing campaigns (="utm_campaign") that were regonized by Visitor Analytics – based on the amount of visitors with the listed utm-components

This helps you to understand which campaigns with a certain "utm_campaign" parameter, that you have defined yourself, worked best and attracted most of visitors to your website. You also see which campaigns, containing the certain names for the parameter "utm_campaign" did not work very well and need improvment.

Every line represents one name you have given to the parameter "utm_campaign" of your campaigns. Per "utm_campaign" you see the following information:

  1. The name of "utm campaign" which you have added to a campaign
  2. How many visitors were "forwarded" by the campaigns containing that "utm campaign"
  3. Pie chart indicating how much of your overall campaigns' traffic is forwarded by campaigns containing a certain "utm_campaign" (hint: the percentages of all pies do not necessarily have to sum up to 100%, as there might be other "utm campaigns" that were used within your campaigns but are not listed in the top 6)

 

Campaign Content

At this point you are being presented the different campaign contents of your campaigns' visitors, which were detected by Visitor Analytics. These "campaign contents" ("utm_content") are a component of your self-defined UTM-campaigns, which you added yourself.

Definition: A definition of UTM-parameters which you can add yourself to your UTM-campaigns, like "utm_content" can be found here.

The data is presented to you in form of a pie-chart. In order to increase clarity, only a few labels are shown right from the start – as you might have noticed these labels mark your best ranked sources right from the beginning. Of course, you can hover each part of the pie-chart in order to see more details. This gives you a good overview of which utm-content campaigns might need some improvement and which utm-content campaigns of your website attract most of your campaigns' visitors.

Latest Campaigns' Visitors

Here you find a list of your 6 latest campaign visitors

Each line (alternating in white and grey colour) represents a visit and contains the following information:

  1. Country of origin (indicated by the flag and written out)
  2. Device (mobile, tablet or pc) used (indicated by the screen icon)
  3. Type of visitor:
    1. New visitor: this visitor has not visited your website before
    2. Returning visitor: this visitor has visited your website before
    3. Conversion visitor: this visitor has visited a page you defined as conversion page during his visit. Could be both a new or returning visitor.
  4. Component "utm_campaign" that was contained by campaign which lead to the visit (located directly on the right side of the type of visitor)
  5. Component "utm_term" that was contained by campaign which lead to the visit (located above the time when the visit took place)
  6. When the visit took place

Important note: If you want to have more information about your latest campaign visitors, please click on "See more" in the bottom part of the tile.

Visitors by Country

This map will give you an overview of the distribution of your website campaigns' visitors on a global level. 

There are different levels of colouring per country. The darker the green colour is, the more campaign visitors are originating from that country. 

If you move your cursor across a country, you will see the exact amount of campaign visits that have been coming from this country in the selected period of time at the top of the view.

You have an option to "Zoom in" in the upper area of the tile. Click it and a rectangel will appear. Place the rectangle over the world map and click in order to zoom into that region. Now it will be easier for you to navigate. If you want to zoom out again, please click on the button "Zoom out" which has replaced the option "Zoom in" in the upper area of the tile.

In the lower left corner of the tile you will find a little icon, which upon click opens a list of your top visiting countries. This list is closed by default. You can close the list by simply clicking on the icon again.

Important note: The "see more" button in the lower part of the tile, will lead you to a map which gives you an even more detailed overview of your visitor's origins (city based even). 

Latest Campaigns' Visitors

This view provides you with a list of all your latest campaigns' visitors of your website within the selected date range. Each row of the table presents a campaigns' visit and displays further information about a visitor. The table is made of the following columns:

  1. Country/Visitor Location: In this column you see the flag of the country the campaigns' visitor is visiting from. If you move your cursor across the flag, the name of the country will appear. Directly on the right side of the flag you will find a little „location“-icon, that will forward you to the a map-view in which you see even more information about the exact geo-location of that visitor. 
  2. Source: The parameter "utm_source" (which was defined by yourself) which has been contained within the campaign that this campaigns' visitor used to visit your website.
  3. Status: This column provides information about whether this visitor is a 
    1.     „Returning visitor“: someone who has visited your website before.
    2.     „New visitor“: someone that has NOT visited your website before
    3.     „Conversion visitor“: someone who has visited a page of your website during his visit, that you have defined as a "conversion page“ in your settings (TO BE LINKED)
  4. Medium: The parameter "utm_medium" (which was defined by yourself) which has been contained within the campaign that this campaigns' visitor used to visit your website. 
  5. Name: The parameter "utm_campaign" (which was defined by yourself) which has been contained within the campaign that this campaigns' visitor used to visit your website. 
  6. Term: The parameter "utm_term" (which was defined by yourself) which has been contained within the campaign that this campaigns' visitor used to visit your website. 
  7. Visited Pages: If you want to know which pages of your website this campaigns' visitor has visited during his session, check this column. The first page the campaigns' visitor has visited during his session is presented via "name of the page" in this column. If this visitor has visited more than 1 page during his session, a link will appear right beneath this page's name (i.e. „and 2 other pages“). Clicking it, will provide you with even more information about the user journey of this visitor in its "Visitor's history" (i.e. referrer, concrete conversion types, etc.).
  8. Time: Here you see how much time has passed since the visitor has started his session on your website. 
  9. History: Once you hover a specific line in the table, on the very right side of it, you will see another link „See history“ appearing. Clicking on this link will lead you to a new view which allows you even more insight about this user and his user journey on your website.

Important hints:

  • Do not forget that you have the possibility to define the time range which this view should correspond to in the bar right above the table itself.
  • At the end of the table you can define how many visitors should be shown in the table at once and whether you want to jump to the „next page“ showing you even more visitors of your website.

My Campaigns

Here you see the most important data of your automatically tracked UTM campaigns based on the utm-parameter "utm_campaign" of each UTM campaign itself. Each row of the table presents a campaign name (using your self-defined utm-parameter "utm_campaign". The table helps you to immediately identify how your utm campaigns are performing.

The table is made of the following columns:

  1. Campaign name: The parameter "utm_campaign" (which was defined by yourself) which has been contained within the campaign that this campaigns' visitor used to visit your website. 
  2. Total visitors: The amount of total visitors that visited your website via a link containing the parameter "utm_campaign = name of the campaign of this row".
  3. Source: The parameter "utm_source" (which was defined by yourself) which has been contained within the campaign listed in this row.
  4. Medium: The parameter "utm_medium" (which was defined by yourself) which has been contained within the campaign listed in this row.
  5. Term: The parameter "utm_term" (which was defined by yourself) which has been contained within the campaign listed in this row.
  6. Content: The parameter "utm_content" (which was defined by yourself) which has been contained within the campaign listed in this row.
  7. See more: Once you hover a specific line in the table, on the very right side of it, you will see another link „See more“ appearing. Clicking on this link will lead you to a new view which allows you even more insight about this campaign and its performance.

Important hints:

  • Do not forget that you have the possibility to define the time range which this view should correspond to in the bar right above the table itself.
  • At the end of the table you can define how many visitors should be shown in the table at once and whether you want to jump to the „next page“ showing you even more visitors of your website.

Campaigns' Charts

If you want to check additional data in regards to the your UTM-campaigns, this is the correct view to open. 

Some hints upfront: 

  • All charts display the amount of visitors on the vertical y-axis. The scale is always calculated automatically for you.
  • The bars within the charts have different colours, that refer to the elements listed on the very right side of each chart. This should be self-explanatory. Do not oversee the label "See more" at the very end of the listed elements on the right side of the chart. It exist if there are too many elements existing to be listed at once. The link opens another modal showing you all elements represented colourwise in the chart.
  • The displayed charts depend on your selected time range in the top bar
  • All bars unveal more information, if you hover them with your cursor. Try it.

Selection "Last 7 days" – shown charts

  1. Organic traffic vs URL Campaigns by week days: This shows you, based on the selected time range in the bar at the top of this view, how many of your visitors were generated by organic traffic and how many were generated by your recognized UTM-campaigns. It helps you to see whether your utm-campaigns had an impact on the traffic of your website and on which of the past 7 days the campaigns were of highest effect.
  2. Number of Visitors per Source by week days: Here you see, based on the selected time range in the bar at the top of this view, how your campaigns' traffic is split up by the sources where your campaigns' visitors actually came from. This does not have anything to do with your organic traffic. It just lists you the sources of your campaigns' traffic over the past 7 days. With this information your can improve the effectivness of your utm-campaigns.
  3. Campaigns' Performance by week days: This chart shows you, based on the selected time range in the bar at the top of this view and the utm-parameter "utm_campaign" you have self-defined for each of your utm-campaign, which utm-campaigns of yours generate the most visitors – hence, which of your utm-campaigns bring about the most benefit to your website's traffic based on the past 7 days. Analyze the well working utm-campaigns and why they are so successful. Then adapt the learnings to your utm-campaigns, which are not performing as well.

Selection "Last 12 months" – shown charts

  1. Organic traffic vs URL Campaigns by month: This shows you, based on the selected time range in the bar at the top of this view, how many of your visitors were generated by organic traffic and how many were generated by your recognized UTM-campaigns. It helps you to see whether your utm-campaigns had an impact on the traffic of your website and during which months the campaigns were of highest effect.
  2. The number of Visitors per Source by month: Here you see, based on the selected time range in the bar at the top of this view, how your campaigns' traffic is split up by the sources where your campaigns' visitors actually came from. This does not have anything to do with your organic traffic. It just lists you the sources of your campaigns' traffic over the past 12 months. With this information your can improve the effectivness of your utm-campaigns drastically.
  3. Campaigns' Performance by month: This chart shows you, based on the selected time range in the bar at the top of this view and the utm-parameter "utm_campaign" you have self-defined for each of your utm-campaign, which utm-campaigns of yours generated the most visitors – hence, which of your utm-campaigns brought about the most benefit to your website's traffic based on the past 12 months. Analyze the well working utm-campaigns and why they are so successful. Then adapt the learnings to your utm-campaigns, which are not performing as well.

Selection "Last year(s)" – shown charts

 

  1. Organic traffic vs URL Campaigns by month: This shows you, based on the selected calendar year in the bar at the top of this view, how many of your visitors were generated by organic traffic and how many were generated by your recognized UTM-campaigns. It helps you to see whether your utm-campaigns had an impact on the traffic of your website during the selected calendar year and during which months the campaigns were of highest effect.
  2. The number of Visitors per Source by month: Here you see, based on the selected calendar year in the bar at the top of this view, how your campaigns' traffic is split up by the sources where your campaigns' visitors actually came from. This does not have anything to do with your organic traffic. It just lists you the sources of your campaigns' traffic over the 12 months of your selected calendar year. With this information your can improve the effectivness of your utm-campaigns drastically.
  3. Campaigns' Performance by month: This chart shows you, based on the selected calendar year in the bar at the top of this view and the utm-parameter "utm_campaign" you have self-defined for each of your utm-campaign, which utm-campaigns of yours generated the most visitors – hence, which of your utm-campaigns brought about the most benefit to your website's traffic based on the 12 months of the selected calendar year. Analyze the well working utm-campaigns and why they are so successful. Then adapt the learnings to your utm-campaigns, which are not performing as well.

Important hints:

  • The data from the charts above can support you with many different topics, i.e. in planning your campaigns or timing updates/downtime of your website.  
  • Check these charts regularly to always be up to date when it comes to planning your marketing/technical measures. This will support you strongly in generating maximum success of your launched campaigns.

Further questions and topics related to "Campaigns" view

How do I track my url campaigns?

Knowing your referrer is great! But what if you can check the exact source and medium that drives you the most traffic, not only a link?

To find out the exact referrer (e.g. newsletter), marketing medium (organic, PPC, banner), campaign name or any additional information that can be tracked, just add campaign parameters to your website URLs every single time you're sharing it! 

Please follow the steps below to do so:

  1. Go to https://tilda.cc/utm/
  2. Add your URL and fill the form with your wished parameters (e.g. signup_button)
  3. Copy the resulted URL 
  4. Add it to your links

Done! Check our Complete guide to use URL Campaigns (examples included) to make the most of your analytics.