Managing Campaign Analytics
Use analytics to track campaign performance and optimize your campaigns. With Campaign Analytics, you can do the following:
Track the user’s activity that led to the conversion.
Capture the revenue and costs associated with the conversion, if any.
For information about related programming elements, see Campaign Management Service Reference.
Cookies are used to track assists. When a user clicks your ad and navigates to your website’s landing page, a cookie is created that uniquely identifies the user. If the user did not complete the transaction (meaning the ad did not register a conversion), but later completes the transaction after clicking another ad in the same account (during the conversion window), the last ad that brought the user to the website will get the conversion. Any ad in the same account that previously brought the user to the website during the conversion window will get credit for an assist.
You can use the following reports to analyze the data that Campaign Analytics captures.
Enabling and Disabling Campaign Analytics
To enable and disable analytics for an account, call the SetAnalyticsType operation. To enable analytics, set the Type element of the AccountAnalyticsType object to Enabled. Enabling an account has an effect only if you have defined one or more goals for the account. For information about adding goals, see Adding a Campaign Analytics Goal. To disable analytics, set the Type element to Disabled. To determine whether analytics is enabled or disabled for an account, call the GetAnalyticsType operation.
Adding a Campaign Analytics Goal
You can add a maximum of six goals to an account. The name of each goal must be unique for the account. A Goal defines the steps of the conversion process that you want to track. You can specify a maximum of six steps. A step relates directly to a webpage of your website. The list of steps that you specify must include a single conversion step. The other types of steps that you can track are the landing page, browse pages, and the prospect pages. For information about these step types, see the StepType value set. After you add a goal, you cannot delete a step; however, you can add more steps if you have not exceeded the step limit.
The goal also specifies whether the conversion step generates revenue and whether the revenue is a fixed value or variable value. If the conversion generates revenue, you can also specify the types of costs, such as sales tax and shipping fees, to capture.
After you define one or more goals, call the Add Goals operation to add the goals to the account.
Getting an Account’s Campaign Analytics Goals
Updating a Campaign Analytics Goal
To update a goal, call the UpdateGoals operation. The Goal and Step objects identify the required and optional elements. The operation updates all optional elements that are not NULL. If you update the CostModel or RevenueModel elements, you will need to update your conversion webpage with the updated revenue conversion script.
Deleting a Campaign Analytics Goal
To delete a goal, call the DeleteGoals operation. You must specify the identifier of the goal to delete and the identifier of the account to which the goal belongs.
You cannot reuse the name of a goal that has been deleted. An account’s goal names are unique.