The stress of the holiday season is behind you and it’s time to put your feet up and take a breather, right? Hardly. Successful ecommerce companies know that the next holiday season isn’t far away. Testing Adwords campaigns, preparing website updates, planning email campaigns, and procuring products takes an enormous amount of time. So grab your numbers from 2013 and get ready for a data-driven 2014.
Really? Do I have to?
Could you have been more prepared in 2013? We thought so. So get out that data. You probably have a whole lot of it and it comes with the added benefit that it was within a short time period – no Google algorithm changes or economic conditions to muddy your analysis.
UTM tracking is very important for measuring your data. The problem with UTM tracking is nobody ever explains how to accurately set it up to be useful. If you’ve been marketing online and only half heartedly tracking the results, you’ll want to keep in mind the best practices we’ve listed below.
What exactly is UTM tagging?
Mildly interesting fact: The name UTM comes from Urchin Software, a company acquired by Google in 2005. It went on to become Google Analytics, but UTM (Urchin Tracking Modules) remains as the tagging convention for URLs.
We often get asked to explain our attribution modeling algorithm. Our response: “What attribution model would you like to use?” RJMetrics doesn’t use one specific algorithm; rather, we can support whatever algorithm our customers would like to use…provided the data exists in your database or in one of the many marketing tools we integrate with.
The question we get asked then is: which algorithm should we use? Last click? First click? Some mixture? And how does user source vs. order source tie into it?
My advice to our early stage customers is this: keep it simple. When you’re young, you likely don’t have many users and transactions. Even if you do, you don’t have the benefit of time to understand what the impact of pulling different marketing levers has for your business.