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searchlight Multi-channel traffic campaign reporting

Multichannel Campaign Reporting for all traffic

See Multiple Sources In One Table

Web Traffic comes from lots of different places. Current favorites are Google Adwords, LinkedIn, Twitter, Bing, and Facebook.  Multiple sources are used to generate incoming traffic, most of which behaves differently.

Our job at Searchlight, as engineers specialized in making your life simpler, is to supply you with one web traffic report, in which you can compare all your sources.

A single, easy-to-understand table which displays, for example:

Campaign/ SourceGoogle AdW/ Singles dayGoogle AdW/ XmasLinkedIn/ XmasTwitter/ Singles dayFaceBook/ InterestNewsletter/ Nurture
icon showing linkedin logoicon showing twitter logoicon showing facebook logoicon showing an email
Clicks1,3002,9831,20030012,392212
Conversions2516215126
% of Total1.92%0.54%0.02%5.00%0.10%2.83%
Date range 1st Jan to now

****Spoiler Alert****

This technology will capture traffic from all sources across multiple sites, and make your life easier.

Which Traffic Sources Deliver The Best Results?

In this article we discuss how to measure which traffic sources deliver the best results. In other words, how to understand which money is well spent. You might be forgiven for thinking that this all seems very obvious, and while it might seem that way, the process is very complex. Google refers to this as Multi-Channel Funnel Reporting – which requires engineering resources to get it implemented via Analytics.

Until now at least. With this post, we are releasing technology which greatly simplifies the process of combining the measurement of multiple sources to one or more conversion point (different landing pages, or sign-ups, purchases, etc). That means that we’ll give you a table in which you can compare how well channels generate traffic that converts to your goals.

Important Marketing Metrics

  1. Quantity (amount) of traffic generated per source
  2. Quality (conversion) per source
  3. Cost

Bottom line: the goal is to find the best sources for the lowest cost. From a technical point of view, we might refer to omni-channel, or cross-channel attribution rates, sign-ups per channel, roi reporting, campaign performance, and tracking conversion from source.

Examples Of Traffic Conversions From Multiple Sources

Suppose you have a website called http:www.mycoolproduct.com

Now you work to promote the site across different channels – ad campaigns, social, emails.

Let’s say you have 5 different channels (Note: things can get complicated quick, if people move across channels, through time). What you really want to keep track of, is which efforts lead people to (which) conversion events. Perhaps these people end up checking out through https://secure.mycoolproduct.com or https://sign-up.mycoolproduct.com

google.com           >>>>>
linkedin.com        >>>>>>>>>
twitter.com           >>>>>>>>>>>>>>
facebook.com       >>>>>>>>>>>>>>>>>>>>            all funnels to mycoolproduct.com then further converts to secure.mycoolproduct.com


The metrics we are discussing here will give you an overview of which sources actually led to conversions over long periods of time.

Click here to read about the nuts & bolts of cross-domain tracking. In a nutshell – we can measure the same person, as the same person, through time, from point of origin across websites.

Example Traffic Sources

Examples of different channel sources are: organic and paid search traffic, social campaigns, and email blasts. Technically, the bread-and-butter ways to measure all these sources is to insert UTM tags in all your traffic campaigns and tag your HTML emails.

Examples Of Where To Send Traffic

Typical places where traffic is sent consist of website pages – targeted landing pages, home-pages, and call-to-actions such as sign-ups, ordering, and contact requests. One of the unique selling points we bring to this table is the ability to measure this activity across domains, either from non-secure to secure, or across a network or group of related-product sites.

Compare Traffic From Multiple Sources In The Same Report Table

The pot of gold at the end of the rainbow here is the ability to know for yourself, your client, whoever you need to discuss with, which of your marketing and advertising efforts are working, which need to continue getting your spend, and which are not working as expected. The pain here is the struggle to monitor across multiple channels.

A Solution For Agencies

Does your Digital Agency need to report on Campaign conversion to your clients? What this offers agencies, digital marketing agencies, or otherwise, is the ability to automate client reporting across marketing channels, which is a huge time-saver. Not only time, hours needed to compile reports from multiple sources, but the elimination of human error, and the ability to access the data in real-time. Basically, it means getting all your advertising data on the same page. Result? An overview of all conversions across all sites for any group of products.

Example Questions Which Can Be Answered With This Solution

  1. Which advertising is giving us web conversions.
  2. What is our best referral for conversions and from which advertising campaign are people getting there.
  3. Which ad source is bringing traffic.
  4. Which ad source is bringing the most traffic.
  5. Which ad source is bringing the form completions, sign-ups, orders, and purchases
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