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Overcome the 8 Most Frustrating Campaign Tracking Limitations

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1 Overcome the 8 Most Frustrating Campaign Tracking Limitations A quick note before we dive in: For campaign and touchpoint tracking, most organizations use UTM or CID tracking—many using a combination of the two. The limitations that follow sometimes involve one or the other, but for the purposes of this post we'll focus primarily on organizations grounded in using UTM parameters. If you've ever sat at your computer and stared at your screen in frustration because your campaign tracking system isn't giving you what you need, then believe us when we say you are not alone. We've rounded up the most common campaign tracking limitations that not only stand in the way of many organizations get- ting to the high-fidelity, actionable data they need to achieve their business goals, but that probably also make your work life far less efficient than it should be. Plus, we've provided information on how you can overcome these limitations with an enterprise touch- point management solution. 1 Manual, time-intensive, and error-prone tracking Using spreadsheets and similar tools inevitably means manual, time-consuming tracking processes that are fraught with human error. Different users employ different syntax and nomenclature for the exact same things. Even the most well-intentioned home-grown tools founded on carefully designed tracking templates often lack process governance, have cumbersome user workflows, and require significant resources to main- tain and enhance. Far too often this means that gover- nance breaks down, processes are shortcutted (if not ignored altogether), and upkeep either becomes far too expensive or neglected. Without the automation inherent to integrations into AdTech and MarTech platforms, creating and editing tracking IDs, metadata, and tracking URLs in these types of systems is a very cumbersome process (which usually means it is done inconsistently and often isn't done at all). Regardless of whether you are using spreadsheet templates, shared Google Sheets, Salesforce campaigns, web analytics classifications, custom-built internal tools, or similar approaches to facilitate your tracking and metadata management—at some point all are likely to cause friction, limit efficiency, and prevent you from re- alizing the full potential of your measurement program. Replace manual tracking with automation Utilizing an integrated touchpoint management solu- tion will allow you to take advantage of automation when connected to key technology platforms. Track- ing IDs can be dynamically created and appended to touchpoint URLs. Metadata can be automatically rec- ognized and passed between systems. This will save you from the errors and wasted time that naturally accompany a purely manual tracking effort. Here are the most common issues you'll likely run into and how to solve them: With a Touchpoint Management Solution

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