Click here to see a report from our Conversion Analyst web analytics tool showing conversion metrics by entry page URL. By utilizing unique URL strings for our landing pages, we can track metrics by campaign and determine which campaigns are delivering the best returns. 

We can also drill down to the keyword level to discover those keywords that are most contributing to our campaigns success.

In our sample report, the highlighted line shows the activity generated from our email campaign promoting free shipping.

We can see that the email, which prompted readers to click on the free-shipping link, was our 8^th most productive entry page, and generated 28 orders for us.

Since there's likely to be a "cross-pollination" effect among campaign sources, it's important for an organization to agree upon how conversions should be measured when the acquisition of a new customer was the result of exposure to multiple promotions. 

While some companies will give credit to the promotional source that actually led to the conversion, other companies will instead compare the total return of the integrated promotional effort against that of the singular promotional effort. 

Although measurement methods vary, the take-away here is to adopt one method and use it consistently in all of your tests.

The Bottom Line

Businesses often encounter logistical and organizational challenges when integrating offline and online channels in their promotional strategy. However, the potential added return in terms of branding and direct sales/leads should justify the planning and testing of these channels. Relying solely on one channel of promotion without testing other channels could result in missed opportunities for a competitive advantage.