All traffic is not created equal and the ePN platform offers different tracking parameters that allow partners to optimize traffic at a very granular level. In particular, two parameters can provide very meaningful insight and below are a few different examples of how publisher can utilize them:
Campaign ID is a required parameter but some partners underutilize it as a segmentation tool. Similar to how advertisers structure their search campaigns, we recommend partners utilize the Campaign ID field to create the organizational structure you need to optimize your account. There are a number of different ways to organize Campaigns, such as by category, site pages or placements, keyword groupings, or various websites.
Once you’ve established the Campaigns and created links, you’re able to run a Campaign Report, which will return all of the metrics you need to optimize, including earnings. This report will provide insights into what Campaigns are performing well and what campaigns need further optimization.
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The Custom ID field provides a more granular view at the transactional level. This open form field will hold up to 256 alphanumeric characters. You can use Custom IDs to track your traffic within a campaign or across multiple campaigns. For example, you might have a Campaign ID to identify the traffic from a particular website, but use a Custom ID to track traffic that comes specifically from the homepage. Unique Custom IDs can be associated with each individual click, providing an extremely rich data set to help understand behavioral patterns. In particular, partners can begin to track specific user purchase behavior, so you’re able to target and segment the users, based on previous purchase history.
The Transaction Download Report provides you with transactional level data and includes both Campaign ID & Custom ID. The report will help you optimize the quality of the traffic being driven to eBay, and provides visibility into the different Campaigns driving new customers. The Custom ID will also appear in the Transaction Download Report and will provide transparency into which transactions are driving the highest earnings and in turn, your best rate of return.
Below are two examples of how to integrate these tracking parameters:
- You operate a coupons and deals website and actively promote the best deals on the hottest products across many different categories. In an effort to optimize at the category level, you create campaigns based on the different eBay categories, such as Electronics, Fashion, or Toys. Each time you create a new link you will want to assign the link to the appropriate campaign. By structuring your campaigns in this manner, you will be able to run reports that show which categories perform best, based on key performance indicators like earnings and conversion. To take it one step further, you can create Custom ID’s that identify the specific deal you’re promoting. The combined Campaign & Custom ID data will provide the full picture of the category that performs well with deals and how the specific deal performed for your user base.
- You actively manage a number of different blogs that focus on how to buy and sell doll heads. The blogs are managed in a single account so you could create a different campaign for each website you operate in order to segment them. This campaign structure allows you to understand performance on each site through your single ePN account. Additionally, you can use the Custom ID field to classify unique segments, such as site placement, or unique item identifiers like brand or seller. Through the Transaction Download Report, you’ll be able to see how the various items perform across the different blogs.
We hope that you’ll experiment with these capabilities to see if they can help you better understand your traffic and allow you to optimize accordingly. Please feel free to post your questions or feedback in the comments below.