Campaign tracking

What is campaign tracking?

Campaign tracking is the use of tracking parameters and analytics tools to measure the effectiveness of your marketing campaigns. It provides you with data to answer the fundamental question: Which campaigns and channels are actually driving sales—and which ones are wasting money?

UTM parameters

The most widely used method for campaign tracking is UTM (Urchin Tracking Module) parameters. These are tags you add to your links that Google Analytics can read:

• utm_source: Where the traffic comes from (e.g., “facebook,” “google,” “newsletter”)
• utm_medium: Channel type (e.g., “cpc,” “email,” “social,” “banner”)
• utm_campaign: The campaign name (e.g., "black-friday-2025," "january-newsletter")
• utm_content: Specific ad variant (e.g., "banner-a," "cta-button")
• utm_term: Keyword for paid search campaigns

Example of a tagged link: dinshop.dk/produkt?utm_source=facebook&utm_medium=cpc&utm_campaign=black-friday

Conversion Tracking

Conversion tracking records when a visitor completes a desired action (typically a purchase). It is typically set up via:

• Google Ads conversion tracking: Tracks purchases from Google Ads campaigns with order value.
• Facebook Pixel: Tracks purchase events with product and order data.
• Google Analytics 4: Consolidates all conversions across channels into a single report.
• Server-side tracking: More reliable conversion tracking via server-to-server communication.

Campaign Tracking in Shoporama

Shoporama supports comprehensive campaign tracking via:

• Google Analytics 4: Full integration with automatic e-commerce event tracking.
• Google Tag Manager: Client-side and server-side GTM for advanced tracking setup.
• Facebook Pixel + Conversions API: Dual tracking (browser + server) for more reliable data.
• TikTok, Pinterest, Snapchat, LinkedIn: Pixel support for all major platforms.
• Google Ads: Conversion tracking with order value and conversion labels.
• Newsletter attribution: Shoporama’s newsletter system tracks orders and revenue per campaign with a 30-day cookie window.

Campaign Data Analysis

The most important metrics to keep an eye on:

• ROAS (Return on Ad Spend): Revenue per krone invested in advertising. ROAS 4 = you earn 4 kr. for every 1 kr. spent.
• CPA (Cost per Acquisition): How much does it cost to generate one sale through the campaign?
• CTR (Click-Through Rate): The ratio of clicks on your ad to impressions.
• Conversion Rate: How many of the visitors from the campaign actually make a purchase.
• Customer Acquisition Cost (CAC): The total cost of acquiring a new customer.

Best Practices

• Use consistent naming conventions: Standardize your UTM parameters (e.g., always use “facebook” instead of “Facebook” or “fb”).
• Include UTM parametersin all links: Make sure all external links to your online store include UTM parameters—newsletters, social media, partners, etc.
• Use Google Campaign URL Builder: Google’s free tool ensures correct formatting of UTM parameters.
• Analyze regularly: Review campaign performance weekly and adjust budgets toward the most effective channels.