Are you trying to solve any of these challenges?

  • Manage structured data for campaigns, content, product catalogs or other marketing data
  • Enrich your digital platforms (e.g. analytics, CMS) for better personalization and insights
  • Improve tracking code/Adobe CID classifications globally
  • Build an improved and standardized process in your digital advertising/media operations
  • Unify disparate internal and external teams/agencies around creating clean and uniform data
  • Trying to get a taxonomy implementation buy-in, including standardizing naming conventions across content and campaigns
  • Going through a digital transformation and not sure where to begin

If any of these issues are important to you, Claravine can help. Schedule a demo today.

Learn how the best brands master campaign tracking

Marketing success begins with good data. This guide shares the steps any organization can take to implement campaign tracking best practices and optimize spend based on richer insights.

This guide will cover important topics including:

  • How to align campaign measurement with strategic marketing objectives
  • How to enforce a consistent classification taxonomy across teams and channels
  • How to optimize digital marketing based on reported performance metrics

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Learn how we can help you instantly standardize your tracking and improve your data quality in ways that drive better decisions.

A look under the hood, Pt. 3: Link Assembly

Task 3: Embed the Tracking Code within Landing Page Links
Tracking codes are typically appended to landing pages in the query-string parameter section of the URL. Any time you click on a sponsored ad anywhere on the internet, you’ll see not just your destination’s domain in the URL, but usually a question mark, and a long, unintelligible character string. Somewhere in that morass you’ll find the tracking code, but its placement is something that companies configure independently of one another.
Say you choose the wrong external campaign parameter for your client. For instance, suppose your particular website is looking for tracking codes signalled with the parameter “csref”, but you tagged all 8,472 links with the parameter “src” (true story). In this case, the campaign visitors will work their way into and across your site without ever having their visit data attributed to the campaign that brought them.
But again, the point is not that “csref” is right and “src” is wrong—it all depends upon the configurations made by each individual analytics client. Just like we said for Tasks #1 and #2: the only rule is that you abide by your own company’s standards. And once you set down your company’s chosen parameter for a specific report or pattern, Claravine will dutifully assemble the tracking code for each and every future link the same way.
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[Editor’s note: This is part three of an in-depth look at the four essential tasks teams must implement consistently for accurate campaign tracking. Click here for Part 1, Code Composition, here for Part 2, Code Classification, here for Part 4, Data Capture]