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CVPA Campaign-Tagging and Conversion Tracking Overview

CVPA has been campaign-tagging their email communications.

CVPA sells tickets online through tickets.com.

We worked with tickets.com to:

  • get our Google Analytics tracking code working on tickets.com; and
  • get relevant ticket purchase info pushed to the GTM data layer (event, number of tickets, total order value).

As a result CVPA is now in the enviable position of being able to track the performance of their email communications in generating ticket sales!

Account: Mason College of Visual and Performing Arts
Property: _CVPA Roll-Up
View: [PROD] CVPA Roll-Up – default 2.0 (2018-02-15)
Report: Acquisition -> Campaigns -> All Campaigns
Date Range: Jul 23, 2018 – Oct 30, 2018

Note that August 1st was the day that ticket sales opened for the season.

Primary Dimension: Medium

Notice that virtually all campaign tagged activity is email based. So let’s drill-down on this medium.

Report Segment: “email”

Primary Dimension: Source

Note duplicative source values (cvpa-cfa vs. cfa-cvpa – or hylton-cvpa vs. cvpa-hylton). This is an effect of inconsistent campaign-tagging due to staff turnover, and it resulted in the campaign-tagging data being incorrectly split into multiple line-items, making overall analysis more difficult.

Primary Dimension: Campaign

Notice the performance of different campaigns, and that the reports now show conversion rate, goal completions (ticket purchases), and even actual value!

Extend the table.
Note the presence of ‘opaque’ campaign names (e.g. 76335ea578-EMAIL_CAMPAIGN_2018_07_11_06_00_COPY_01), which are a result of tickets.com email marketing. It’s great that they’re campaign-tagging, but it would be even better if they’d label them more clearly.

Let’s review these in more detail.

Filter: EMAIL_CAMPAIGN

Secondary Dimension: Source/Medium

Note that most of these use a medium of “email” and a source of “GENERAL”.
We happen to know that the ‘real’ source is tickets.com, but it would be nice if the source field indicated that.

Other Goal Insights

Since goal completions are being tracked, we can see goal/conversion data in most reports within Google Analytics – not just the campaign reports.

Report: Audience -> Geo -> Location
Report Segment: United States -> Virginia

Note the goal conversion rates and goal completions by geographic segment.
(Fairfax is low, but Fairfax is large. Arlington is closer than most of Fairfax. Burke is close. Reston is ‘artsy’.)

Report: Audience -> Mobile -> Overview

Note the comparison in goal conversion rate by desktop vs. mobile.

Report: Acquisition -> All Traffic -> Channels

Note the difference in goal conversion rate by channel. Not surprisingly, direct is highest, followed by referral. If people are going to the site specifically, they are more likely to be planning to buy tickets.

Report Segment: Referral

Note high performing referrers.

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