According to Gartner, each year businesses see 1/5th of their marketing budgets go to waste due to inaccurate data and reporting that leads to ineffective marketing decisions and under-performing campaigns. In this presentation, we will guide you through a proven and efficient process that standardizes the tracking and measurement of marketing campaigns. By eliminating siloes, boosting productivity, and addressing existing and future data accuracy challenges, this approach ensures reliable insights that drive informed decisions and deliver higher marketing return on investment (ROI).

1. MASTER
CLASS
Milena Mitova
FOUNDER AND CEO
LEAFWIRE DIGITAL, INC.
WASHINGTON D.C. ~ JULY 6 - 7, 2023
DIGIMARCONWASHINGTONDC.COM | #DigiMarConWashingtonDC
How To Maximize the ROI Of
Your Digital Advertising With
a Uniform Tracking Process

2. How To Maximize the ROI
Of Your Digital Advertising
Solve Your Advertising ROI Problem with a Scalable &
Uniform Campaign Tracking & Attribution Process
Milena Mitova, CEO
(609) 216-9942
milena@campaigntrackly.com
www.campaigntrackly.com

3. Links Rule The Internet
1
Millions of businesses use links to
promote their products & track
Advertising ROI
5 Billion people use Internet links for
everything – from browsing to
buying things

4. ‹#›
… depends on Trackable Internet Links to measure its
effectiveness and improve its ROI.
A Whopping $225B* Advertising Spend…
Trackable Links Are…
➔ URLs with tracking tags stitched at the end
➔ When users click them they record vital data
➔ Data is used to build advertising ROI reports.
Example: Trackable Link
Example: Advertising ROI Report
*Stats generated by bing.com/chat ai with data from statista, oberlo, marketingcharts

5. ‹#›
Each year, 21% ($51B)* of this digital advertising spend
is wasted due to inadequate ROI tracking processes.
Problem
Missed Opportunities,
Wasted Budgets,
Lost Revenue*
Businesses can’t see
the forest for the trees
Siloed, fragmented, error-
prone tracking
Inaccurate, inconsistent
data and reporting
*Sources: CognitiveSEO | Sureshot | Harvard Business Review | Gartner | Ataccama | Marketing Evolution | Annex Cloud | Digital
Commerce | statista | Medium | Komarketing | Validity

6. ‹#›
Six Reasons Why It’s Tough To
Track & Measure ROI
Image courtesy of: MDirector

7. ‹#›
Reason #1: Lots of Content To Create & Track
Source: HubSpot

8. ‹#›
Reason #2: Lots Of Promotional Channels To
Track
This is a generic
overview of the
top promotional
channel groups
(MarketingCharts.com)

9. ‹#›
Reason #3: Lots of Sources Within Each Channel
This is only PPC
Popular Channels,
not including
Vertical-focused
directories,
publishers, and
advertising
platforms

10. ‹#›
Reason #4: Lots of Assets Per Source
Created by Milena Mitova. 1/15/2021 Princeton, NJ
HubSpot
example of
nurture
campaigns
containing a
large number
of email assets

11. +10
+1
-20
+2
+10
+1
+2
+10
+5
+2
Journey resource courtesy of: Marketo
Reason #5: Complex Customer Journey

12. SFDC
DMD AIM
XR
Pulsepoint
HCP 365
Ad Words
Website
Analytics
Goal
Completion
User Metrics
Use/Website
Events
Facebook
Twitter
LinkedIn
Youtube
Asset Map
Metrics
Definition
Social
Reach
Impression
Share
Campaign
Framework
Reference
Files
Metrics
Financial
docs
Programmati
c
Direct Spend
Info
Spend
Following
Delivery
Google
(SA 360)
Bing
(SA 360)
DMD Pulsepoint BioPharm
Everyday
Health
Medscape
TI Health MNG Haymarket
Cardinal
Health
Intervid Media
Solutions
Doctor’s
Channel
Relevate
Health Group
Numedis/Peer
Direct/PSL
Rheumatolog
y Network
Pharma
Connect
Doximity Sermo Epocrates
Oncology
Tube
Arthritis Live
Healio Deep Intent Vumedi ReachMD
Frontline
Medical
Aggregate
Linear TV
Aggregate
Addressabl
e TV
DMA Linear
TV
(Nielsen)
POC
NPP Targeted (3P Publishers) Google Analytics Social Ad Servers Search Traditional
Custom
1P Email
Target List
Universe
Customer
Master
MLR
Database
Creative
Screenshots
Product
Lookup Consent
Campaign Spend Content Metrics Product Consent
Customer
Display
Video
Audio
EHR
Verificatio
n
H H H C H C H C H C C
F1 F2 F4 F5 F6 F7 F8
D1 D2 D3 D4 D5 D6 D7
F3
H
C
Healthcare Professional
Consumer
Reason 6: Huge Marketing Data Ecosystem
7
Hundreds of
millions of data
rows in your
databases

13. ‹#›
Why We Need To Talk Data Sizes…
● The amount of data in the world was
estimated to be 44 zettabytes at the dawn
of 2020.
● A zettabyte is 1,000 bytes to the seventh
power. In other words, one zettabyte has 21
zeros.
● There were 71.5 billion apps downloaded
worldwide in the first half of 2020
Sources: https://www.toolbox.com/marketing/customer-data/articles/what-is-customer-data/#:~:text=Customer%20data%20is%20defined%20as,to%20a%20successful%20business%20strategy.
https://www.techtarget.com/searchsecurity/definition/personally-identifiable-information-PII
https://datareportal.com/global-digital-overview#:~:text=There%20are%204.95%20 billion%20internet,500%2C000%20new%20users%20each%20day
https://seedscientific.com/how-much-data-is-created-every-day/
Image courtesy of: https://rivery.io/blog/big-data-statistics-how-much-data-is-there-in-the-world/.
Almost 5 billion videos
are watched on YouTube every
day.

14. We All Generate HUGE Digital Data Footprints…
Every time we click on a weblink, login or fill
out a form, we leave a lot of data about
ourselves…
● Personally Identifiable Data
● Linked PII: Name, Email, Phone number
● Linkable PII: Zip Code, Country, Gender
● Non-personally Identifiable Data
● IP Address, Device ID
Statista indicates that as of
January 2021, there were 4.66B
Internet users. That is close to
60% of the world population. 2B
Users made online purchases in
2020 alone.

15. Websites Can Collect a Lot of Insights from Us…
Every time we go to Facebook, read a blog,
watch a video or like a tweet, we share:
● Behavioral Data
● Clicks, scroll, mouse movement
● Purchases, product preference
● Device and feature use
● Engagement Data
● Social Media, Email, Website engagement
(impressions, replies, retweets, bounces, etc.)
● Attitudinal Data
● Customer Satisfaction, Reviews, Sentiments
Source: https://thecxlead.com/topics/customer-data-types/
ttps://rivery.io/blog/big-data-statistics-how-much-data-is-there-in-the-world/.
The world sends 294B Emails
daily. Users create 4PB data on
Facebook every day. Forbes
predicts that 150 trillion
gigabytes of real-time data alone
will need to be analyzed by
2025.

16. But All you Need is to Measure Campaign ROI
Can’t We Make It Simpler?
HCP NPI ID Brand Campaign Asset Type Rate
Campaign Package
Cost Eng Cost
1003007816
ADAKVEO
ADKH_HCP_DIG_BOTH_ONC_21 Banner Programmatic dCPM Yes/Month Yes by Month/Day
1003007816 Days Engaged with Banners Device Activity # Impressions Cost for Impressions # Clicks Where
1003007816 9/17/2021 Phone Impression 1 $0.07 0 drugs.com
1003007816 11/27/2021 Phone Impression 1 $0.03 0 espn.com
1003007816 11/27/2021 Phone Impression 1 $0.07 0 espn.com
1003007816 10/8/2021 Desktop Impression 1 $0.03 0
simplemomproject.
com
1003007816 10/6/2021 Phone Impression 1 $0.06 0
horseshoeheroes.c
om
1003007816 9/2/2021 Phone Impression 1 $0.03 0
hellolittlehome.co
m
1003007816 9/2/2021 Phone Impression 1 $0.03 0
hellolittlehome.co
m
1003007816 9/2/2021 Phone Impression 1 $0.03 0
hellolittlehome.co
m
1003007816 9/4/2021 Phone Impression 2 $0.03 0 fantasypros.com
1003007816 TOTAL 10 $0.38 0
Customer Touch Points with Brands Over Time
8

17. ‹#›
How Do We Reliably Measure Marketing
Success In This Complex Landscape
Image courtesy of: Barn Raisers

18. To achieve that, we need to
know what traffic +
conversions each of them
generated
To see which campaigns and
channels have the highest
impact, we need to allocate
correctly KPIs, such as CTR,
CPC, ROAS, CPA.
To that end, we need to plan
& operationalize how we will
track all relevant
components.
THIS IMAGE IS COURTESY OF https://segment.com/docs/guides/how-to-guides/cross-channel-tracking/
Effective Reporting Drives Data-driven Decisions

19. ‹#›
Engagement Insights improve
the bottom line
Behavioral Insights
Drive growth
.
Tracking and Data Drive Extra ROI
Source: https://thecxlead.com/topics/customer-data-types/
ttps://rivery.io/blog/big-data-statistics-how-much-data-is-there-in-the-world/
https://emplifi.io/resources/blog/customer-experience-statistics
Created by Milena Mitova; 09/2022 Princeton, NJ
According to Gallup.com,
organizations that leverage
customer behavioral insights
outperform peers by 85
percent in sales growth and
more than 25 percent in
gross margin.
According to Mckinsey, an
automotive insurer who used
engagement data to
personalize customer
experiences achieved 5-8
times the ROI on marketing
expenditure, and grew sales by
10%.
Attitudinal Data Brings
Key Competitive Strengths
According to Forrester/Adobe,
organizations using customer
satisfaction data to optimize
user experiences see over 1.5x
higher YoY growth in customer
retention and repeat purchase
rates.

20. ‹#›
A Few More Examples of Data & Tracking ROI
Source: https://www.pointillist.com/blog/customer-behavior-data/
● 75% of Netflix viewer activity is driven by
recommendations
● 35% of Amazon’s sales are generated through
their recommendation engine
● Netflix’s recommendation system saves the
company an estimated $1Billion per year
through reduced churn*
Created by Milena Mitova; 09/2022 Princeton, NJ

21. ‹#›
1. The Right Approach
Image courtesy of: Barn Raisers

22. ‹#›
Embrace Marketing Attribution
Visited as unknown
person from SEO
SEO
Identified as lead via
Facebook ads
Facebook
Became Marketing
qualified via nurture
program
Email
Became Sales
qualified a webinar
Webinar
Became a customer
Conversion
%
%
%
PURCHASE
%
A PROCESS THAT GIVES
CREDIT TO RELEVANT
CHANNELS OR CAMPAIGNS
WHEN A CUSTOMER HITS KEY
MILESTONES ALONG THEIR
JOURNEY, FOR EXAMPLE:
• BECOME A VISITOR
• BECOME A KNOWN
PERSON;
• BECOME A QUALIFIED
MARKETING LEAD,
• BECOME A SALES
ACCEPTED LEAD,
• BECOME A CUSTOMER

23. ‹#›
They cannot capture all traffic (QR code, Outlook, PDFs, Apps,
Privacy, etc.) and will send it to DIRECT/none, messing up reporting
They will not be able to compare & report on your campaigns and their
assets without your intervention, because they don’t have that info off the
bat
The only way to roll out accurate attribution is tell your analytics tool
what you want to measure and how to fill in the missing blanks. To do
that you use link tracking – appending tags to your marketing links
Your tool reads the tags in the links to group traffic in
meaningful buckets and organize it to help attribute the right credit
to the right campaigns, assets, and channels
…such as Google Analytics can, for the most part, identify automatically
where a visitor came from. However:
ANALYTICS TOOLS…
Attribution Relies On Consistent Tracking

24. ‹#›
Link Tracking Puts Marketers In Control
A link can carry traffic source,
medium, and content info
It will record the campaign it
belongs to
It could track A/B tests, affiliates,
geo regions, and so much more
It can even tell you who created the link and
when without affecting end users
2. Safeguard against
loss of referrers
3. Retain stats despite
cookie opt outs
5. Track both online and
offline campaigns
4. Tag what you need. Get as
granular as needed.
1. Get reliable, actionable
insights

25. ‹#›
2. The Right Tools
Image courtesy of: Barn Raisers

26. ‹#›
MANUAL Process with Multiple Touch Points:
The Right Tools Get From That...
Use multiple
spreadsheets
Copy and paste
URLs and tags
every time
Add tracking codes,
deal with formulas
Build Your Links
(Video below)
Login to
Salesforce to
upload links
Export to Bitly to
shorten or QR
platform
Export to your
desktop
➔ No central repository of all links
➔ No automated guardrails
➔ No tag standardization control
➔ Siloes - different teams, different files
➔ Impossible to standardize KPI outcomes.
1 2 3 4 5 6 7

27. ‹#›
Full Automation and Only 2 Touch Points:
…To This
Create Your
Marketing Landing
Page
URL is auto-converted
to tracking link and sent
to SalesForce
➔ Automated guardrails & QA
➔ Link is auto-shortened
➔ QR codes - autogenerated
➔ All data stored in one place
1 2

28. !
Image is sourced from CXL.com blog, Ahmad Kanani
CONSISTENT tracking results in
effective attribution and
measurement
Disparate tracking creates
confusion, duplication of
effort and complicates
measurement
A Good Tool Goes a Long Way

29. 6 Good Reasons To Get An Automated Tool
Makes your team happy – no more disparate
spreadsheets, unfriendly formulas or manual
work. Automation & use of shared resources
speeds up user adoption rates.
ACCELERATES ADOPTION
The platform can automatically: format tags to
keep them consistent, remove duplicate tags
and watch for missed tags or duplicate
campaigns during tagging.
PROMOTES
CONSISTENCY
Over 40 automated features reduce
greatly the number of touch points in
adding tracking links to your campaigns.
Production costs go down.
BOOSTS PRODUCTIVITY
Eliminates duplicate efforts & shrinks tracking
production times. Provides timely access to
tags, links, and templates. Improves visibility to
link performance
STREAMLINES OPS
Grow your platform usage as needed and
scale your operations without downtime
or complications.
SUSTAINABLE & SCALABLE
User access control, tag conventions, minimal
manual work and multiple checks ensure
accurate link tagging & better insights.
REDUCES ERRORS

30. ‹#›
3. The Six Pillars of a Best-in-class
Link Tracking Strategy
Image courtesy of: Barn Raisers

31. ‹#›
#1. Map Campaign Categories To Your
Tracking Strategy Categories
Image courtesy of: Selling Signals
➔ Acquisition
➔ Lead Generation
➔ Conversion
➔ Upsell
➔ Retention
➔ …

32. ‹#›
#2. Map Channels & Sources To Your
Tracking Strategy Channels & Sources
Image courtesy of: Omnisend
➔ PPC: Google, Bing…
➔ Social-organic: Instagram, Twitter…
➔ Email: Newsletter, Weekly Promo…
➔ Display: Google Display…
➔ Video: Youtube, Vimeo…
➔ …

33. #3 Map Tracking Links Requirements
GA Channel
(UTM_Medium)
Owned
Examples
Earned
Examples
Paid
Examples
GA Source Examples
(UTM_Source)
Search On-site search Organic Search Google Ads Google, Bing, Yahoo!
Social Profile or Page Unsolicited Shares & RTs Paid FB page, FB feed, LinkedIn, Twitter, etc.
Display On-site buttons or banners Unsolicited partner sites
banners with backlinks
Google Display Google, Partner 1, Partner 2
Email Owned
(Marketo, HubSpot,
Mailchimp, others)
Unsolicited blog link shared
in partner email
Paid (3rd-party) Newsletter, Onboarding email, Product,
Webinar, Sales Email, 3rd Party
Referral Blog>Site, App>Site Unsolicited site backlinks Directory: getapp Partner, Paid Directory, Customer
Video Youtube Channel Unsolicited 3rd pty embeds Vimeo Vimeo, Youtube, 3rd party embed
PR On-site Unsolicited news coverage PRnews.com PRnews.com, ABC news, Forbes
Affiliate Banners on Affiliate Sites Affiliate commission
Publisher Comments on Publisher
boards
Unsolicited shares of
comments
Paid Content Forbes, Gartner
9
Use Tracking LINKS
No Tracking LINKS

34. 5.1.DEFINE GA UTM TRACKING PARAMETERS
#4 Map Tracking Structure & Tags Needed
Acquisition
Yearly Plan
Leadgen Conversion Retention
UTM Builder
Data Accuracy
Campaigns
Demo Sign Up
GA4 cheatsheet
Campaigns
Demo
Onboarding - Users
Campaigns
Monthly Resources
New Feature Emails
Campaigns
Search Social Display Email Referral Video PR
1.DEFINE CATEGORIES
UTM Sources UTM Sources UTM Sources UTM Sources UTM Sources UTM Sources
UTM Content UTM Term
SFDC ID Region Customer Type Language State Brand Product
UTM ID (paid campaigns) UTM Platform (new)
5.2.DEFINE ADD-ON CUSTOM TRACKING PARAMETERS
3.SELECT PROMOTIONAL CHANNELS (MEDIUMS)
2.DOCUMENT CAMPAIGNS & Reporting Names
Publishers
UTM Sources
UTM Sources
Owned Earned Paid
10

35. #5 Build Playbook & Naming Conventions
14

36. #6 Plug Tracking Into Your WorkFlow
Step 1 Step 2 Step 3 Step 4 Step 5 Step 6
Campaign
Goals and
Construct:
Kick off
Asset/Channel
Planning &
Sourcing
Promotional
Channel KPI
mapping
Asset
production
and delivery
by Channel
UTM Tracking
Links Adding
by Media Type
Campaign
Launch:
Publishing
assets and
links
Measuring
and
Optimizing
Step 7
Step 1 Step 2 Step 3 Step 4 Step 5 Step 6
Campaign
Goals and
Construct:
Kick off
Asset/Channel
Planning &
Sourcing
Promotional
Channel KPI
and UTM
Tracking
requirements
mapping
Asset
production
and UTM
Tracking
Adding
Tracking-ready
Asset delivery
by Media Type
Campaign
Launch:
Publishing
assets and
links
Measuring
and
Optimizing
Step 7
Possible Scenario 2
Possible Scenario 1
15

37. Add link tagging
as a mandatory
step in campaign
production
process
Define how
individual
campaigns will
roll into the
categories
Agree on and
document tag
conventions,
classes and
hierarchies
Upload tag
library groups in
platform. Setup
conventions &
safeguards
Define user
access and
roles. Train,
onboard
users. Launch.
Plug Tracking Into Your WorkFlow, Cont.
Align Tracking Taxonomy With Your Analytics Tool

38. Thank you
CONTACT ME:
Milena Mitova
CEO
(609) 216-9942
milena@campaigntrackly.com
www.campaigntrackly.com