Campaign tracking

What is campaign tracking?

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

UTM parameters

The most common method of 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: Campaign name (e.g. "black-friday-2025", "newsletter-january")
• utm_content: Specific ad variant (e.g. "banner-a", "cta-button")
• utm_term: Keywords for paid search campaigns

Example of a tagged link: dinshop.com/product?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: Collects all conversions across channels in one report.
• Server-side tracking: More reliable conversion tracking via server-to-server communication.

Campaign tracking in Shoporama

Shoporama supports complete 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 30-day cookie window.

Analyzing campaign data

The most important metrics to keep an eye on:

• ROAS (Return on Ad Spend): Revenue per ad dollar invested. ROAS 4 = you earn 4 DKK for every 1 DKK spent.
• CPA (Cost per Acquisition): What does it cost to generate one sale via the campaign?
• CTR (Click-Through Rate): How many people click on your ad in relation to impressions.
• Conversion Rate: How many of the visitors from the campaign actually buy.
• 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 "facebook" not "Facebook" or "fb").
• Tag all links: Make sure all external links to your online store have 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 towards the most effective channels.