tagging

Mutually Exclusive Data in Tagging Parameters

or - How to Make URL Tagging Effective

So you know you need to tag your website URLs when placing ads digitally, but you aren't quite sure what to put in each placeholder. For example, Google Analytics can hold up to five tags for each website URL: campaign, medium, source, ad content, and keyword. The best way to use these placeholders is with high- and low-level data that can help optimize and report for both business and campaign objectives. In order to do THAT you MUST have completely separate data categories per tag. Or, in analyst speak, mutually exclusive data in tagging parameters.

Calculating Visit Rate to Optimize Digital Ads

Apparently I have single-handedly come up with a crazy new calculation to apply to digital marketing, because whenever I bring it up as a key metric I get blank stares from everyone in the room. It’s certainly not rocket science, and it’s pretty easy to get as long as you know how many people clicked your ad, and how many website visits resulted from that click. I call this the Visit Rate and it’s immensely important in optimizing ad spend, site placement, CPC, and creative performance.

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