Mobile — an integrated part of most customer buying journeys — was a problem child in the marketing world in the past because mobile performance was hard to measure. Thankfully, technology continually progresses and we have multiple measurement techniques based on the business objectives of a given campaign.
As with everything, you have to pay attention to the end result you want before you even get started.
To save you some headaches, we’ve created a five-part series of short how-to videos to bring you up to speed on the miracle of mobile media measurement. Some methods are simple and some are complex, but they all have a place in your digital marketing tool kit.
1. Marketing Source Codes, aka Query String Parameters
Add marketing source or tracking code (query string parameters) to the ends of destination URLs. This is a simple, standardized process that ties into your web analytics platform (e.g. Google Analytics, Webtrends or Coremetrics) and allows you to track activity from a person’s smartphone or tablet, just as you would if they were on a desktop computer.
We recommend that marketing source codes ALWAYS be used in addition to your basic analytics package.
Watch the video on how this works:
Next Up > Using tracking tags (conversion pixels) to measure mobile media.