Choices, Choices, Choices: Measuring Marketing Channels & Campaigns in Adobe Analytics

So Adobe Analytics is an awesome tool for measuring many aspects of your online content and marketing efforts, right? And it provides information that is critical to your organization’s management of marketing budgets, etc. But, most organizations often don’t take the time to consider that everyone needs to be on the same page in terms of the interpretation of this information (a.k.a. governance). This has never been truer than when it specifically comes to measuring the effectiveness of marketing campaigns and channels.

Adobe Analytics has several options that you can configure, or that are out-of-the-box when you simply implement the technology. But which option within Adobe Analytics is best for you? What are all the options to begin with anyway? What are the benefits of these different options? Should you use all of the options, some of the options or only one of them? Does everyone in your organization know where to get this data?

That’s a lot of questions to consider, right? But make no mistake, you must choose!

Many Options to Consider

You need to make an informed decision when choosing your method of measuring marketing campaign and channel effectiveness in Adobe Analytics. In a later post, I’ll discuss some of the finer details of the available options, but for now let’s just say that below are a few of the typical, high-level choices:

  1. Traffic Sources reports
  2. Campaign tracking code report
  3. Chanel Manager plug-in
  4. Unified Sources DB VISTA Rule (I’d guess this isn’t used as much as it used to be)
  5. Marketing Channel Report

I have my definite opinions on the above options, as they all have their strengths and weaknesses. But that’s a post for a later time.

Choosing Poorly

There are a lot of choices there, all of which can give you a different answer to seemingly simple questions like: “How effective are our SEO efforts?” or “How’s our email channel performing?” If your organization has not made an informed, firm decision on how you are reporting this effectiveness and you have also not made this known to the users of the reporting/data, then this is going to be the likely result:

Well, maybe not that exact outcome. But in all seriousness, if you don’t make these important decisions, then you'll likely have people answering the same question in multiple ways.

Choosing Wisely

In choosing which method of measurement and reporting you’ll use for marketing campaigns and efforts with Adobe Analytics, below are a few of the questions you might want to consider:

  • What form of attribution will we use (one or multiple)?
  • What is the length of attribution that makes sense for our business model?
  • Do we want naturally occurring traffic and paid campaign traffic within the same attribution pool?
  • Will the users of the data self serve?
  • How are we going to ensure that our stakeholders get their reporting and data from a consistent source/location?
  • Are all of our agencies and internal marketers using a consistent method of tracking code creation for campaign measurement?
  • And more…

Has your organization documented the answers to these questions? If not then I’m guessing that your internal consumers of analytics data are getting data wherever they think it makes sense in Adobe Analytics.

If you have a proper analytics/data governance plan in place or have considered the questions above (of which there are many more of course), then you will have chosen wisely in how you measure and report on online marketing effectiveness. And, the above questions are just a sampling of the considerations to be made when measuring the effectiveness of marketing campaign and channel effectiveness.

If you need help in making these choices and/or properly setting up your Adobe Analytics implementation for reporting on marketing effectiveness, give us a shout! And if you do choose to have Search Discovery assist you here, refer to the previous image ☺

About Search Discovery

Search Discovery is a digital intelligence company that empowers organizations to make better, dynamic and transformative business decisions. We're focused on delivering results for our clients through digital analytics, SEO, digital media, and technology.


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