Most organisations try to track the source of the traffic to their campaigns: partner websites, blogs, Google Adwords, social networks, and even varied pages within the host website. Mel Andrews, Learning and Development Officer at the RSPCA will look at what this tracking information can give you, with examples from their 'Quash the Squash' factory farming campaign. The session will look at the latest tracking features in the Advocacy Online platform, and at the most effective ways to record consistent tracking values, how campaign participation based on tracking values can be viewed and help to build profiles.

1. Collecting and using
tracking data
Melanie Andrews, RSPCA

2. How did your campaigners arrive
at your e-action?
© Chuck Rogers

3. Introduction
• Before and after
• What tracking can tell you
• So how is it done?
• CASE STUDY: Quash the Squash campaign
• Setting up tracking
• What we found out
• Viewing the data
• Advanced: using tracking profiles

4. Before…..

5. Before…..
Before we started using tracking at the RSPCA:
• No way of knowing how people arrived at the
campaign action
• No way to know which of the activities in our
communication strategy had been successful
• Therefore no way to know where to best target our
activities for future campaigns.

6. After…
• How many people took the action, when, who, if
they forwarded to a friend etc
• How they arrived at the e-action – email to different
contact lists, Facebook, Twitter, reminder email etc
• Data to analyse success of various communication
channels
• Clear information on which to base future decisions
about the importance of various communication
channels and reminders.

7. What can tracking tell you?
V’s V’s

8. What can tracking tell you?
• Is Facebook better than Twitter for generating e-
actions?
• How important is a second reminder email? And is a
third reminder email necessary?
• If you have a separate list – e.g. campaigners and
fundraisers / members and newsletter contacts etc –
you can tell how many people from each list took the
action
• Over time – are Members more likely to take email to
MP actions than those on the email newsletter list?

9. How is it done?

10. Case Study

11. Setting up tracking
1. Identify all your communication channels
2. Set up general tracking on e-activist
3. Apply general tracking parameters to your campaign
4. Use correct tracking URL for each source
5. Extract transactional data to view

12. Setting up tracking
1. Identify all your communication channels:
• Main website
• Facebook
• Twitter
• Blog
• Other websites – e.g. campaigning website
• Email list 1, 2, 3 etc
• Reminder email to list 1, 2, 3
• Refer a friend email

13. Setting up tracking
Click:
1. Campaigns /
Tracking Parameters
2. New tracking Parameter
Onlin
e
demo

14. Setting up tracking
Create a new tracking parameter for each source
that you wish to track

15. Setting up tracking
Add the tracking parameters to the campaign
Click:
1. Campaigns / modify / status
2. Highlight tracking Parameters

16. Distribute tracking URLs
Make sure correct
URL used in source
you wish to track

17. Setting up tracking
Find the URLs in campaigns / modify / status - as normal

18. Don’t forget refer a friend
Open the ‘refer a friend’
action and edit the message
content
Replace the link in the email
that goes to the friend, with
the tracking URL that you
have created for EAF, being
careful to leave in the
parameter marks

19. What did we find out?

20. What did we find out?
Quash the Squash e-action source
This shows the breakdown of different
channels to achieve the 11,142 emails to
Defra.
It shows how valuable each channel was
to the overall number of people who took
part in the campaign.

21. What did we find out?
Email to campaign list
This shows the breakdown of the number of
actions taken from the first email to our
campaign list and the second reminder email
to the same list.
It shows how the value of sending reminder
emails to the same list to increase the number
of people taking the e-action.

22. After…
• How many people took the action, when, who, if
they forwarded to a friend etc
• How they arrived at the e-action – email to different
contact lists, Facebook, Twitter, reminder email etc
• Data to analyse success of various communication
channels
• Clear information on which to base future decisions
about the importance of various communication
channels and reminders.

23. Outcome of the campaign?
New legislation
prevented a backward
step for chicken welfare
–
Stocking density was
kept at the current
standard level.

24. Outcome of tracking information?
• Always send reminder emails
• Convinced the fundraising department to allow more
campaign messages
• Importance of working with partner organisations
where necessary – ability to feed back to them
• Always include ‘refer a friend’

25. Keep it up!
• Use the tracking URLs on EVERY campaign
• Use standard ones to build up profiles over time
• Set up specific tracking codes where necessary
• Monitor performance of each traffic source over time

26. How do I access the tracking data?
Click:
•Campaigns /
•Modify/
•Choose campaign/
•Click on link to see
total actions per source
Onlin
e
demo

27. How do I access the tracking data?
Tracking parameters
in orange under:
User data/
View/Export

28. How do I access the tracking data?
Make sure you
extract ‘Transactional
data’ not ‘User data’

29. How do I access the tracking data?
Tracking data is
shown in column
‘Campaign Data 12’

30. Tracking and profiles
Use profiles of tracking codes to:
Measure the impact of one channel over time across
many campaigns
Personalise messages with conditional content e.g.
‘Thanks for recently taking part in a campaign via
Facebook…’

31. Summary
• Set up tracking codes for all communication channels
• Distribute URLs
• Repeat for EVERY campaign
• Monitor and evaluate through profiles and data
exports
• Modify your communication strategy based on the
most successful channels