Online Campaign Management is a critical task in today’s digital world. It involves the planning, execution, and tracking of digital marketing efforts aimed at promoting a product, service, or brand. With the rise of digital marketing, more businesses are recognizing the importance of managing their online campaigns effectively. After all, data integrity is an essential factor in any operation. Some people do it manually, while some prefer campaign management or tracking software. One such popular software is Claravine. But we will talk about Claravine pricing and features later in this blog. Let us understand the difficulties faced during campaign management and tracking the ongoing process.
Campaign management and tracking can be difficult due to several reasons:
Multichannel complexity: managing campaigns across multiple channels, such as email, social media, and the web, can be challenging.
- Data analysis: Collecting and analyzing data from various sources to measure the effectiveness of campaigns can be time-consuming and complex.
- Resource constraints: Limited budget, manpower, and technology can impact the success of campaigns.
- Dynamic environment: Changes in consumer behavior, market conditions, and technological advancements require constant adaptation and monitoring.
- Integration challenges: Integrating different marketing tools and systems to have a unified view of campaign performance can be difficult.
- Measuring ROI: Accurately measuring the return on investment (ROI) from campaigns can be a challenge, especially with intangible benefits like brand recognition.
Simply setting up a campaign is not sufficient. Campaign tracking and monitoring its effectiveness are equally important. You make changes and ensure success when you control data collaboratively.
This can only happen when you have reliable online campaign management software. This software helps you to manage data relationships and ultimately results in an increased ROI.
Such software allows marketers to monitor how their campaigns perform and gain valuable insights. They help you redefine data integrity. You can monitor which channels are effective for your campaign, what is the traffic source and a lot more.
This also includes data such as ad clicks, website visits generated by the ad, and campaign expenditure.
This data can be used to inform future campaigns and shape marketing goals. By monitoring campaign performance and gaining a deeper understanding of the target audience, marketers can make data-driven decisions that lead to successful campaigns.
In short, campaign tracking helps marketers understand what works and what doesn’t, allowing them to continuously improve their efforts and reach their goals more effectively.
Any digital marketing campaign needs precise reporting and analytical tools because your customer can end up on your website in different ways, including landing pages, affiliate links, etc.
Most marketers use Google Analytics to calculate the results. Of course, not using Google Analytics to monitor the journey of website traffic results can potentially lead to wasted time and resources. It is certainly a great tool, but sometimes you need more accurate information. How would you get that? You can rely on UTM – Urchin Tracking Module. Let us understand the term and its importance in much detail.
UTM codes are small pieces of code added to the end of a URL. These are used to identify the source of website traffic. The basic components of UTM codes include the traffic source, medium, and campaign name.
Optionally, they may include keyword terms and content identifiers. By using UTM codes, marketers can track the results of their campaigns and make data-driven decisions.
When you use UTM codes properly, they can prove to be a valuable asset in your data analytics arsenal. They enable marketers to track the success of their campaigns and determine the top-performing content aligned with their marketing objectives. You can then focus on effective campaigns and stop wasting time on ineffective ones.
UTM tracking is useful but still a little tricky. Maintaining consistency is crucial to achieving accurate results. Overloading yourself with too many UTM codes or using repetitive ones can lead to confusion. Hence, the key is to keep it simple.
Medium (utm_medium): The channel your visitor is coming from, like email, organic social, display ads, search ads, etc.
UTM Source (utm_source): The specific source within the channel from which your visit originates, such as Facebook, Twitter, Instagram, Google, email, etc.
Campaign (utm_campaign): The exact campaign being conducted, which could be a product launch, promotional effort, individual email or post, etc.
UTM Content (utm_content): This field is optional. If you have multiple links in the same campaign, you can utilize this space to distinguish them.
Keyword (utm_term): The particular keywords utilized in your campaign’s paid search.
If you’re a business owner, you always want to know how your customers are finding you. UTM codes will tell you the direction in which the user came from. Take DDigital’s Google My Business listing, for example:
The URL is DDigital; the source is “gmb” or Google My Business, and the medium in which you found the listing was through an organic search via Google.
Without UTM codes, you may not be able to record the traffic, and the journey of your customers would still remain untracked. This emphasizes the significance of measuring and understanding where the traffic originates. With this information, businesses can determine their most successful channels and the reasons behind their success.
You can use UTMs to track clicks from any source. For best results, they are recommended for use with ads and affiliate links, as these are the places where money is being spent.
By using UTM codes, you can show the ROI of your marketing investments and gain detailed insights for attribution purposes. But UTMs are not limited to providing information only about your website traffic.
UTMs can also be applied to social media. They can track the sources that generate the most traffic for different types of content. For instance, you can see if LinkedIn users prefer blog posts, and Twitter followers engage more with carousels. UTM tagging makes it easy to determine the most successful channels, campaigns, and ads, even through social media.
Some companies go a step further and add unique UTMs to their employees’ email signatures. The level of detail in reporting is dependent on personal preference and can vary from company to company.
With a better understanding of digital marketing campaigns and the importance of tracking their progress, let’s examine a well-known software option and its features and analyze if it is really worth your money.
Claravine is a cloud-based data management software that streamlines data workflows for businesses. It offers a no-code platform for professionals to define data models, manage language, configure fields, values, and lists for relationships, and submit clean data.
Now Claravine has a platform as well as marketing solutions. One of the solutions they offer is campaign tracking. Apart from that, it also offers Content & Creative, Media & Ad Ops, and
Mobile Marketing. But let us focus on what it includes in campaign tracking and conclude if it’s worth the hype.
Once you download their software, you will land on the home screen. You can choose the template you need. But in the case of campaign tracking, you need to select the UTM Link template.
Find a table in front of you with all the fields they have decided to include in the tracking link. But you can do more as per your campaign requirements.
You can keep entering data into the mentioned fields. This includes selections using drop-downs with preset values, which speeds up work and limits user error.
Notice the software enters fields that help create their UTM but also metadata that enriches the analytics experience downstream. After the fields are completed, you can hit the Submit button, and the tool starts processing the UTM link.
Once the data starts to flow, their new UTM, along with any other metadata you captured, is transmitted to GCM, Google Analytics, and Adobe Analytics sent via CSV or passed along to many of our other possible connections.
You will see the final tracking URL and UTM submission available at the last step. This way, you can manage perfect campaign tracking links in bulk.
Claravine offers different features, as mentioned below:
- Eliminate missing/inconsistent campaign tracking
This software helps you avoid the chaos of spreadsheets. You can establish clear campaign tracking codes and parameters in a centralized platform. Then validate data input to identify issues that can be swiftly resolved.
- Create consistent links efficiently
Claravine supports maintaining uniformity. You can construct consistent and precise links not just for one team or campaign but for all teams and campaigns. Provide tailored guidelines and access for each team’s channels and roles to minimize errors and save time while creating what they and you require.
- Keep the necessary details hidden
You can use an ID recognizable (specific to your business) and conceal campaign details. You can also shorten the link character count. It allows you to attach unlimited metadata such as audience, product, or channel, which can be shared with Analytics or other BI tools.
- Prevent expensive tagging errors
You can prevent tagging errors by validating marketing tags in real time and reducing manual checks. Your team can ensure that your data is flowing correctly into your execution and analytics platforms, allowing you to quickly and efficiently identify errors on a large scale.
- Accurately measure campaign performance
You will be able to measure performance by obtaining the right data. You can ensure that tracking is complete and enriched with the necessary detail and data keys. Accurate data and detailed measurement are crucial for every marketing team to effectively evaluate the return on investment of their campaigns.
Claravine offers a core plan and a customized plan. The website does not mention the exact cost of any of their plans. So, Is Claravine pricing worth it?
Although their website is not very transparent about Claravine pricing, many clients express frustration with the limited features under each plan.
Many clients are dissatisfied with the inability to edit the Campaign ID after submission. There are instances where changes to the fields are necessary after they have already created several CIDs, but once submitted, they are unable to modify and resubmit them.
Most people find the interface and language used in the tool quite difficult. It was originally designed for Adobe Analytics users, so the button labels and interface functionality cater more towards Adobe Analytics rather than Google Analytics.
So is there any better alternative available in the market? The answer is yes! Terminus offers exactly what you need to track a digital marketing campaign. Let us discuss it in detail.
Terminus App allows B2B marketers to effectively plan and execute large-scale marketing strategies. Basically, it helps you build and manage all tracking URLs and UTM codes in one place. So one may say it’s an all-in-one link management solution. Today, most leading brands are already using Terminus.
Terminus App’s interface provides a straightforward self-service platform for display campaigns. Setting up a campaign is incredibly easy. You do not have to type UTM parameters over and over again.
You can build bulk URLs if you have lots of URLs. Terminus remembers them. You can build new URLs based on the previous ones with a single click. Terminus manages your links in a way that is far more advanced than any other link management tool.
In a nutshell, Terminus works with a project-oriented interface, where you can build a set of URLS quickly via their web dashboard.
From global enterprise to midsize business, anyone can use Terminus UTM URL builder. It was built to help companies enforce their own naming conventions on UTMs.
Terminus website URL builder and also the spreadsheet takes care of standard UTM parameters. The Google sheet uses Concatenate function to combine values in the individual cells. It provides the following features:
- UTM forms with enforced naming conventions.
- Collaboration features for teams allow individuals to construct links based on campaigns.
- The platform has a straightforward and easy-to-use interface
- Configurable URL builders with various options for different building requirements.
- You get custom naming conventions with nested dependent fields
- Presets, preset groups, and parameter groups to save sets of UTM values for efficient reuse.
- Auditing and user-level permissions with detailed controls.
- You can auto-generate short URLs with custom domains
- It has organizational features like projects, labels, info fields, etc.
- You will get project notes to document any instructions for your team
- The tool offers custom parameters for tracking beyond UTM
- You can perform bulk operations on URLs
- You can prohibit certain characters, limit the length of UTMs, etc.
- Redirect, remarketing, and retargeting codes with dynamic insertion of data.
The best part is Terminus users can customize the naming conventions and structure for their campaign URL using its advanced form builder. Moreover, the campaign URL builder can generate an Adobe Analytics campaign URL according to the defined conventions.
But the features don’t stop there. Terminus offers a multitude of additional options. You can check that out here.
TerminusApp vs Claravine pricing:
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With Terminus, you can add multiple URLs, select from existing UTM values, create new ones, utilize a preset to rapidly apply common UTM settings, or create a new preset. The system is designed to facilitate adherence to naming conventions and prevent errors. You can even tailor it to meet your unique requirements.
Terminus helps you manage all your UTM tracking in one central location with the ability to review and enforce a consistent UTM strategy across your entire company. The solution is capable of handling complex UTM conventions and taxonomies and is configurable to meet various workflows and requirements.
This will enhance the accuracy of your analytics reports, enabling you to make informed and trustworthy business decisions. It is suitable for marketing teams of all sizes, from small one-person teams to large multinational corporations. So visit the Terminus website and book your demo!
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