Campaign link generator

The campaign link generator in the etracker application is particularly recommended for static parameter values. You can open this via the menu Configuration → Campaign links.

Click on Add link to create a new campaign link. If links have already been created, they can also be edited later or used as a template and duplicated.

When creating a campaign link, you first select the type of link:

• External campaign URL: Classic form for measuring external campaigns using link parameters that are automatically recorded and assigned via the etracker tracking code on the target pages.
• Internal campaign URL: Success measurement of elements or functions on the website. These measurements are treated separately from external campaigns. More information.
• External URL forwarding: This type enables the measurement of campaign clicks on external target pages (on which the etracker tracking code is not integrated).

You can then enter the required information on the campaign name and select the medium. Using the optional parameters below, an even more detailed breakdown and evaluation is possible.

The generated campaign link is displayed at the top left and can be accepted by clicking on it. The link is added to the list and saved when it is added.

Engagement processes

To find out how many visitors engage more intensively with your website by spending a lot of time on it or visiting many pages, set up engagement processes. Engagement processes are particularly important for news and content portals. But it can also be useful for eCommerce, SaaS or lead-gen companies to measure engagement as a process. For example, for the evaluation of campaign visits or even for the bidding strategy. This is because, in addition to the bounce rate, engagement is an important measure of the quality of the traffic generated.

Engagement processes are created by defining certain threshold values:

• Time or duration of the visit in seconds, minutes or hours
• Number of page views per visit

With Time in visit, every visit that lasts longer than the specified time period (e.g. 30 seconds) is recorded as a process conversion. Pages per visit records each visit as a process conversion if the visitor has accessed at least the specified number of pages.

Even without creating special engagement processes, the (average) engagement on the website can be analyzed at campaign level. Among other things, these engagement metrics are automatically available in the marketing reports:

Using engagement processes, you can also find out how many campaign visits have spent at least 30 seconds on the website, for example:

Optionally, you can also use engagement processes to control your Google Ads and Microsoft Ads campaigns and automatically upload them to the marketing platforms.

1. establishment of engagement processes

Click on Configuration → Conversion processes and scroll down to the Engagement section of the templates. Now click on the Copy from template button under the Time in visit or Pages per visit template to create the engagement process. Adjust the default entries if necessary:

• Process name
• Describe the process (optional)
• Designation of the step and threshold value
• Threshold value with time unit for continuous targets

The option to add a step can usually be ignored, as this is only relevant for interaction steps.

Click on Add process to complete the setup.

By default, up to four engagement processes can be set up per account in this way.

2. analysis of engagement processes

Configured engagement processes appear automatically under Engagement Reports → Behavior → Conversion Processes.

The process conversion can be evaluated by medium and campaign using segmentation in the conversion processes report. However, you have more flexibility in the evaluation in the associated marketing reports.

To do this, open the desired marketing report and move the mouse over the key figures bar until the black bar for selecting key figures with the pencil symbol opens and click on it.

In the key figure selection that opens, activate the desired engagement process under the key figure group Process conversion and click on Save.

The engagement process can now be analyzed with all segmentation, filtering and sorting options:

3. upload of engagement processes to Google Ads and Microsoft Ads

A prerequisite for the upload is that the campaign links are supplemented with the specified parameters using the suffix of the final or final URL. You can find these in the upload settings, which you can access by clicking on Configuration → Conversion upload to get there.

Before you generate the source URL, select Process Conversions (Target Achievements) in the conversion selection and differentiate the option Selected Process Conversions.

In Google Ads or Microsoft Ads, you set up a suitable conversion action using the exact same name as in etracker analytics:

Finally, generate the source URL or renew the token (if already generated in another configuration) and insert the generated source URL in Google Ads under Tools → Conversions → Uploads → Schedules accordingly.

Proceed in the same way for Microsoft Ads; you can find the instructions for storing the target and the source URL under the Microsoft Ads tab.

If a click-based optimization has been pursued so far, the bidding strategy in Google Ads or Microsoft Ads can optionally be adjusted.