Creating campaigns that measure the traffic source of participants

Posted in: Business news,Digital marketingLast update: 04/08/22

Once a promotion or contest is active, one challenge for administrators is to ensure that the promotion reaches the maximum number of users. Once the promotion has been published to the Page Timeline the administrator can increase the visibility of the contest and generate traffic by carrying out diffusion through a Facebook advertising campaign, by way of other social media networks, by sending out a newsletter, or by placing banners on other websites. To enable you to measure the impact of each of these actions we can now offer you customized links campaigns. With this new tool, available in Easypromos Premium and White Label, you can analyze the traffic sources of the participants in a promotion.

How do customized link campaigns work?

You’ve set up a new promotion or contest on your Facebook Page and, to give it greater visibility and attract more users, you’ve decided to make an investment in advertising. Your way of providing greater diffusion could be for example via a Facebook Ads campaign. You’ve also planned to publicize the promotion via Twitter or other social networks, and you’ve also prepared a newsletter. By using a well-prepared communication campaign you can reach more users, thus increasing the level of participation in your contest. Once the promotional campaign has begun, getting to know the sources of those who take part in the promotion will be a determining factor in measuring the impact of your campaigns. In other words, you can see how many participants have arrived via your newsletter, how many via your Facebook ad, and so on, covering all the measures of diffusion that you have used.

With the aim of knowing the source of participants, the Premium and White Label versions of Easypromos offer the chance to create campaigns with customized links. This will allow you to register the source of all users who take part in your promotions, enabling you to analyze the performance of each of your campaigns. These campaigns are carried out via the main link of the promotion, available from the control panel of the promotion. This is the link that must always be used in communication and diffusion activities.

Traffic source campaigns, screenshots of the Easypromos platform

Once the promotion’s main link has been obtained we can add the utm_source, utm_medium, and utm_campaign tracking parameters to the end of the URL. This enables you to differentiate traffic sources. This way you can create a different URL for each of your campaigns, adapting the UTM parameters to each one.

Example of using UTM tracking parameters on Facebook

On creating an advert with Facebook Ads you can use the URL of the promotion with specific UTM parameters, which enable you to know how many participants reached the promotion via this URL. Below, you can see an example of a customized links campaign for a Facebook Ads advert:

If you’d also like to send a newsletter to inform subscribers about the new contest then you can use the promotion URL with different UTM:

You can create as many URLs with specific UTM parameters as diffusion campaigns. This will later enable you to know the traffic sources of the participants and decide which campaign has been the most effective. Learn to create your own customized links campaigns.

Page source of participants

As well as being able to measure the effectiveness of the links campaigns that you’ve created, the Easypromos application registers the domains of origin of each participant, meaning the page from which the participants have reached the promotion. If you have posted the promotion link to different websites, you can know how many participants have come to the promotion from each website.

If you have started a banner campaign on different web pages, you can find out how many visits to the promotion have been generated by each banner. This is because the application registers from which pages users have come to the promotion.

Traffic origin, screenshot of the easypromos platform

How to obtain information about participants

Once the different links campaigns have been created we can find out information about the sources of the participants by accessing the promotion’s administration area. These results can be obtained from 3 different points:

1. List of participants

From the promotion’s list of participants, the administrator will be able to see the traffic sources of each user. Specifically, for each participant the administrator will be able to obtain the following:

  • Referral: the source address and the domain name from which the user clicked on the promotion link.
  • Campaign: if the promotion link includes UTM parameters with which to measure the source, these will be displayed in this section, with the format utm_source | utm_medium | utm_campaign.

Participant details source of traffic Easypromos platform

Find out how to manage the participants of a promotion.

2. Excel file of participants

For greater convenience, all the information related to users who have taken part in the promotion can be downloaded in an Excel file from the page with the participant list. This file also includes details about the traffic sources of each user. In this way, you can use the filters available in Excel to extract the details of participants and create your own statistics. This will allow you to analyze the performance of each campaign in greater detail and see which one has brought greater success.

3. Promotion statistics in the Easypromos platform

The promotion statistics module supplied by Easypromos contains the following information related to the traffic sources of participants.

traffic source Easypromos platform

Practical recommendations

1. Measure the impact of your advertising on Facebook

When you carry out a publicity campaign within Facebook in order to direct users to your promotion, you should introduce the main URL of the promotion as a destination for the ads. Accompany the URL with the utm_source, utm_medium, and utm_campaign parameters because that way you will be able to know the exact number of participants who have registered thanks to the impact of the Facebook ads.

2. Create a campaign for each media outlet

If you also intend to advertise the promotion via non-Facebook channels (Twitter, newsletter, web page or blog, etc.), use specific UTM parameters for each one of these campaigns. In this way, you will be able to identify how many users have reached the promotion through each campaign and determine which has yielded you the greatest number of visits.

3. Use URL shorteners

You can use online services to shorten the promotion’s URL so you can get a more manageable URL, which is easier for users to copy and share, particularly via Twitter.

4. Customize the utm_campaign parameter to differentiate between publications

If you publish a number of Facebook posts or Twitter tweets about the same promotion, a good practice is to use the utm_campaign field for each publication. For example, if you’ve planned a promotion that lasts a week and you’re going to send out a tweet each day, you could use the parameters utm_source=tweeter&utm_medium=promo&utm_campaign=monday, and adapt this last parameter to each day of the week.

Diffusion via Easypromos

All promotions created with Easypromos are published in the Easypromos Active Promotions page. This represents a complementary form of diffusion and can result in additional traffic for your promotion. The Easypromos app also registers the number of users who have taken part in promotion through our Active Promotions page.

Additionally, there are some utm_source, utm_medium and utm_campaign parameters that are already preset by the platform itself and the Statistics screen shows the keywords for each of these values. In this way you can find users who have any of these values as a campaign:

Easypromo platform traffic origin

Additionally, there are some utm_source, utm_medium, and utm_campaign parameters, that are already generated by the platform itself. On the Statistics page, you will find the information about the traffic sources. This option allows you to see:

  • Users who registered through the Easypromos Active Promotions page.
  • Participants who registered through widgets embedded on external websites and blogs.
  • Users recruited by previous participants.
  • Users registered through Facebook posts generated by the “Share” option in the Easypromos control panel.

Carles Bonfill

CEO and co-founder of Easypromos. He holds a degree in Computer Science, with a focus on network management, architecture and security. In 2009, he developed Easypromos, one of the first global platforms for promotions and since then he has been the technical and development director. He closely follows the evolution of digital marketing in order to adapt the promotions to it. Carles loves sports and his family.

Publication date: 2014-01-22