Setting up site and ROI tracking
1. Select Campaigns > Advanced Features, and then select the Site & ROI tracking tab to display the following screen:
2. The site tracking code is displayed at the top of this screen. Copy this code and add it before the closing </body> tag on every page of your website that you would like to track. This will enable you to track which pages your contacts go to after clicking a link in your email.
This site tracking information is then provided within the reporting area against the relevant campaign.
3. If it's the case that you'll require tracking across different sub domains (for instance, www.company.com and shop.company.com) then enter the name of your domain (without the sub domain) into the Domain to track box under the Sub domains section.
5. The ROI tracking code is displayed lower down the screen. It enables you to track purchases made by a contact arriving at your website from a link in your campaign.
This code is set out with example markers of "product", "Product name" and "CheckOutAmount" which should be replaced with the markers you’re planning to track.
In the example given, this code would need to be appended underneath the last line of the site tracking code and added to your web page in order to track a list of the products purchased and the total checkout amount.
Any purchases made are tracked and this information is shown in the reporting area against the relevant campaign.
6. As explained on the screen, there is an optional third parameter that can be set on your pages. By default, multiple values per ROI marker are recorded, so if a user pressed "back" in their browser, more than one value might be stored as a consequence. To store only the latest value you must add and set this parameter to 'true'. An example of the notation required is provided for you to edit, copy and paste.
Once you have ROI tracking set up you can enable ROI split testing, which will allow you to measure winning split test campaigns on ROI data, not just the amount of clicks and opens.
Firstly, you must set up your ROI split testing markers. ROI markers are the parameter names discussed above in step 5, which will be the corresponding names you use for such fields in your own system.
Go to the bottom of the page and click on ADD NEW to add your ROI marker's details.
A box will appear for you to set the name of the marker and select its data type from the dropdown options - either text, number, date or 'yes/no' (known as a Boolean value).
Click Save to commit the ROI marker.
It will then be listed in this section, available for editing or deletion. If you delete markers here, it will mean you can no longer use them for split testing purposes but they will still be tracked if you call them on your site.
Adding at least one ROI marker will ensure the ROI metric option becomes available to select under 'Set your split testing options' when reaching step 4 of the campaign creation process. Selecting the ROI radio button will produce a dropdown of ROI marker options which is populated by the ROI markers you have created here.