09.06.07
Tracking multiple lead sources contributing to a sale
Many marketers track performance and revenue based on the final sale, but overlook or don’t know how to track all campaigns leading up to that initial sale. For example, let’s say your company is well saturated on the web. You have banner ads, affiliate campaigns, email campaigns, Pay Per Click as well as SEO campaigns. As you know, there is much overlap between the above advertising channels. Analyzing each channel individually may not be favorable for certain channels, however before you start cutting your budget in curtain areas you should investigate into how each channel contributes to the performance of another channel. You may find that certain channels that you discontinued a while ago were actually exposing your products to a wide audience that wasn’t quite ready to complete the sales process. This is most apparent in banner and contextual networks.
Tracking multiple online channels that contributed to a sale is very easy with Omniture. Omniture provides a plug in called campaign stacking that performs this. The integration is quick and easy and usually only involves updating your s_code.js file. You may have to request the updated javascript code from your account representative in order to implement this.
affiliate campaigns banner ads campaign stacking contributed to a sale email campaigns Pay Per Click
