Standardised tracking taxonomies and naming conventions for precise, cross-channel campaign analyses.
In digital marketing, the precise measurability of campaigns is the key to successful strategies. Standardised tracking taxonomies and naming conventions form the basis for correct campaign attribution and a data-based assessment of the effectiveness of your marketing measures. This allows you to make well-founded optimisation decisions along the customer journey and optimally deploy your resources.
A taxonomy is derived directly from your overarching marketing and campaign strategy and ensures that all relevant campaign information is systematically recorded and structured - the result is clear and comparable data that creates the basis for reliable analyses and campaign optimisations.
Without a clear structure, marketers risk drowning in a sea of inconsistent data, which means no correct campaign attribution and incorrect budget optimisation.
With a standardised taxonomy, we ensure that every interaction, every click and every conversion is assigned to the corresponding campaigns and measures. This enables cross-channel performance analyses and a targeted and effective allocation of resources and marketing budgets.
Use campaign parameters not only as part of your traffic analyses in Google Analytics & Co. Many marketing platforms, such as social media and advertising services, offer interfaces (APIs) to automatically record relevant dimensions and metrics. This gives you comprehensive insights into impressions, clicks, engagements and ad spend from social media posts or ads in addition to campaign-specific website metrics. This gives you a comprehensive overview of the overall performance of your campaign. Find out more here.
A tracking taxonomy in digital marketing is a structured scheme for systematically naming and categorising marketing channels, content formats (e.g. image, video, display), content content content, advertising networks, target groups, geographical information (region, country), languages or the objective of a campaign activity (e.g. awareness or click/conversion). Only through their consistent application can a clean, analysable database be created, which forms the backbone of every successful campaign analysis.
The best-known method for the structured collection of campaign data is UTM parameters. These small tags attached to URLs enable detailed tracking of traffic back to its source.
UTM tracking concept: We develop clear guidelines for the use of UTM parameters that are customised to your strategy. This ensures that each URL is not only tracked consistently but also in a targeted manner so that no valuable data is lost.
Naming concept for advertising activities: Through consistent and well thought-out ad naming conventions, we enable you to conduct in-depth performance analysis across different platforms and campaigns. This is crucial for evaluating the effectiveness of your advertising measures on a granular and cross-platform basis.
With a standardised taxonomy, you improve data quality and create the basis for meaningful analyses. We provide you with the tools and knowledge to understand and optimise the performance of your marketing channels down to the last detail. Our solutions help you to make data-based decisions and utilise your marketing budgets efficiently.
We are your partner for the precise measurability of digital marketing campaigns. Our range of services is designed to give you full control over your campaign data at all times - enabling you to make informed, data-based decisions.
Development of a holistic naming convention/taxonomy: Based on our proven standards, we develop a taxonomy that reflects your marketing strategy and at the same time is flexibly customised to your specific needs. In this way, we ensure consistent and strategically sound campaign analyses.
UTM-Generator Sheets: Our ready-to-use templates simplify the creation of consistent UTM parameters and ensure that your campaign and adverts are always tracked consistently and correctly. This saves you time, avoids errors and ensures that all relevant data is recorded accurately.
Naming generator sheets for ad platforms: We offer you a tool that ensures uniform naming and tracking of campaign groups, line items, creative names and more across different ads platforms (social media, SEA, DV 360, CM 360). This ensures consistency, comparability and measurability in all your advertising activities.
Training & support: Through customised training and ongoing support, we ensure that your team understands and successfully implements best practices and correlations. We accompany you on the way to maximising the measurability of your campaigns.
Let's take your campaign measurement to the next level together. Contact us today to find out how our customised solutions can support your marketing goals.
