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Channel Mapping

Training

 

 

 

Main benefits

  • Evaluate channels in line with how you conceptually think about them and work with them. Not according to technicalities like which source the visitor came from. Roivenue allows you to connect visits from across platforms.

  • Choose a preferred level of granularity. Are you more of a managerial type and want to evaluate AdWords performance as a whole? Or do you want to split it into search, GDN, YouTube, and Google Shopping ads? Or do you even want to look at the campaign or AdGroup level? You choose the level of granularity you want to work within each digital channel.

  • Correct tagging errors and irregularities. Did you change tagging standards recently? Do you use two agencies which employ different approaches? Do your people make typos in parameters all the time? Thanks to Roivenue, none of that matters as you can always set your mapping rules to accommodate all those irregularities.

  • Set-up the inputs for Roivenue advanced features. The way you set up your channels for reporting purposes is also going to determine the way they enter the attribution calculation, path analysis, and budget optimizer.

 

 

 

 

roivenue-path-analysis_orig

 

Marketing Channels in Roivenue Path Analysis, where each bubble represents one channel and the size of the bubble depends on activity within the channel. The channels you define will be the lens through which you analyse your marketing activities.

Difference from Custom Channel Grouping in Google Analytics Monitor has 5 different slicers.

Google Analytics provides a feature that sounds, looks and works similar at first glance: Custom Channel Grouping.

The main difference is that Google Analytics only lets you to custom group incoming traffic.  

You wouldn't be able to custom map impressions and ad spends.

With Roivenue, everything works together in one system and, thanks to that, you see traffic sorted out the way you like as well as performance and ROI of every channel. Your whole marketing funnel is categorized by your own channel definition.

Term definitions

 
In Roivenue, you can look at data across two different dimensions: platforms and channels. A platform is the technology platform in which you post your ads and thus spend your ad dollars (typically AdWords, DoubleClick, Facebook Business, etc.). It can also be understood as one source of cost data. A channel is then a virtual entity, which brings you traffic and customers. For instance, Paid Search can be a channel that can contain both AdWords and Bing search campaigns.

 

Channel Mapping in practice

Setting up Channels

The initial setup of channels needs to happen right after connecting of data sources, as data will not be visible in the app before some channels are mapped. This initial setup can be changed later.

There are two sides to channel mapping - Traffic Classification and Ads Classification. Traffic Classification relates to data from web analytics, which is visits and conversions. Filtering is based on well-known utm parameters  - source, medium, campaign.

Ads Classification is related to data from marketing platforms, including marketing investment, impressions and clicks. Filtering in this case is by platform of origin, campaign and adgroup, if it setup in connectors.

It's important to pay attention to both of the, otherwise, marketing costs could not be accounted for or misappropriated which would in turn sabotage your ROI determination.

performance-of-the-company-business_orig 

Channels are defined in the Channels page accessible from menu on the left. To create a channel, follow these steps:

1. A new channel is added via the “+ Add channel” button

manage-channels_orig
 

2. On the “Edit Channel” page, fill in the Channel name. Make sure to follow a certain unified logic for channel naming, such as  [Source platform name] [campaign group] = “Facebook Retargeting”

edit-channel-adwords_orig

3. The “Code” field is filled in automatically, the “Channel is sponsored” checkbox is optional

4. You can define additional metadata to be associated with the channel in the advanced setting.

5. Save and the channel is created

After channels are saved, it is time to feed some data into them. To do this, use both Ads and Traffic Classification.

Setting up Traffic Classification

Chart combining two different metrics

The process of web traffic mapping is as follows:

1. Head up to the Traffic Classification screen. It can be found in the Settings dropdown accessible on the top right. Classification is available only to operators and administrators of your account. There you will find all your traffic categorised by Source, Medium, Campaign, AdGroup and Site dimensions.

traffic-classification_orig

 

2. Define mapping rules by specifying filters on these dimensions. There are several filtering options available in the filter windows, all of which can be combined with include or exclude options. When a filter definition for a rule is complete, hit the “Convert to rule” button at the top right. We recommend starting with major traffic sources. Therefore, you can have a look at them either from the perspective of the most visits or most conversions, by switching the view in the top pane.

channel mapping  

3. You can review rule definitions and designate a platform and channel to which the traffic should be linked on the "Add Classification Rule". This opens up after hitting the blue “+ Convert to rule” button on the top right side of the screen.

In case you have not yet created a channel to map this traffic, simply hit the “Add new channel” button and you will be taken to the “Channel creation” page.

add-classification-rule_orig

 

 

 

 

 

4. After a rule is saved, all historic traffic is mapped according to the rule. It takes a few minutes for the rule to manifest in Performance Monitor.

5. Make sure you didn't create any duplicates. They occur when a combination of traffic dimensions (Source, Medium,..) link to two or more different channels. To find and eliminate the duplicates, the system shows you an alert in the form of an exclamation point every time there are two rules covering the same junk of traffic. The exclamation point can be found on all three tabs (Most visited, Most conversions and Rules) as well as in the right pane with channels. You can also filter out only duplicate rows and rules by clicking on the "Only conflicts" button in the upper right corner. Keep refining your rules until you have no duplicates.

Also, please note that every time you change rules, the whole process of attribution calculations is fired anew and it can take up to several hours before you will see updated results of the attribution calculation according to your new rules. Have some patience with the machines, please. :)

You can review, edit and delete all of the already defined rules in the “rules” tab.

It is very unlikely that you will be able to map all traffic into channels, as longtail source/medium combinations are difficult to categorise.. A rule of thumb is to map out 99% of traffic. To check what part of total traffic has been mapped out, you can filter out traffic which is held as not set - just use the filter menu on the right and filter out only not set. You can see what part of the total traffic is currently filtered out at the top right side under the title.

Setting up Ads Classification

Showing Performance Data on daily basis.

What the hell is not tracked?

Orders not tracked are orders that have been found in CRM but not in web analytics. These are held under the Not Tracked platform.

Now for the all the magic to happen… So far, we've only been dealing with traffic classification based on utm parameters obtained from your web analytics.

The added value comes only after you are able to connect those visits and conversions with the ad dollars you spent on those visits and conversions. And that's exactly what Ads Classification allows you to do. The process of rule definition is very similar to Traffic Classification and proceeds as follows:

  1. enter the Ads Classification section via the “settings” button
  2. define filters based on a combination of platform, campaign and adgroup
  3. save these filters as rules by hitting the “Convert to rule” button
  4. beware of conflicts, marked by a red exclamation point

add-classification_1_orig

 

How can I be sure I mapped everything correctly?

After mapping channels in both Traffic and Ads Classification, an inner load is commenced and after a few minutes the data should be visible in Performance Monitor. To verify whether you have fully mapped both sides of the channels, you can follow this verification process:

  1. separate channels into two groups - channels with costs and channels without costs, such as organic or referrals

  2. for channels without costs (unpaid channels, such as direct or organic) verify only visits, as there are no costs assigned to these channels in Ads Classification.

  3. The other group is cost channels - for these we need to verify that both costs (mapped in Ads Classification) and visits (mapped in Traffic classification) are present, as can be seen on the example below. To do so, go to Performance Monitor and select “Marketing investment” and “Visits” to be visualised. After making your selection, click through each channel and make sure that both (cost channels) or just investment (no cost channels) are present. If “Marketing investment” is missing, you have missed Ads Classification and if “Visits” are missing, you need to work on Traffic Classification.

B

Known issues and best practices

Since channels serve as touchpoints in attribution analysis, their definition is crucial for obtaining valuable insights from “Attribution Analysis”. From this point, two opposing motivations arise:

  1. as data-driven models are statistical models, they need a certain amount of activity within each channel for their results to become reliable. To ensure this, each channel should have at least 30 conversions per week.
  2. the more channels there are, the more there is to learn about the marketing mix. Not only in terms of attribution, but also in terms of understanding of conversion paths. Therefore, try to spread out channels into similar sized groups in terms of weekly conversions.

These two notions can be summarised by the following statement: Try making channels small and homogenous but large enough for attribution to work.

As it is not possible to connect these orders with acquisition campaigns, we present post-order metrics for them - Revenue, Delivery and Profit. The ratio of not tracked to total orders gives you a hint about the quality of your web analytics transaction measurement.

 

 

 

 

 

 

 

 

 

 

 

 

 

Import/Export feature 

If you are setting up several business units with similar campaign tagging, an easy way to copy rules you created for one business unit to others can come in handy.

In the Import/Export tab you can easily select all rules, copy them to the clipboard and paste them into a new business unit. After saving changes, channels are created and traffic and cost are mapped according to the inserted JSON.

WARNING: Be extremely careful with this feature We always recommend saving a copy of the old rules before you change them.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Other frequent challenges related to channel mapping:

  1. Make sure that the campaign name in the platform equals the campaign name (or utm_campaign) in web analytics. If it is not, campaign mapping will become challenging, as you will have to write complicated rules to compensate for the different naming. This issue often arises with Facebook campaigns.
  2. If you want to map channels based on other dimensions than the predefined ones, adjust the platform connector. Ask your CSM for assistance.

Questions? We are here for you. Please contact us and we will make sure to follow up with an answer.