Work with Campaign and Adobe Analytics ac-aa

You can configure Adobe Analytics to integrate Campaign and Analytics.

This integration allows Adobe Campaign and Adobe Analytics to interact through the Web Analytics connectors add-on. This integration sends indicators and attributes of email campaigns delivered by Adobe Campaign to Adobe Analytics.

As a Managed Cloud Services user, contact Adobe to connect Campaign with Adobe Experience Cloud services and solutions. The Web Analytics connector add-on must be installed on your environment, through the dedicated package.

Using Adobe Analytics Connector, Adobe Campaign has a way of measuring internet audience (Web Analytics). The Web analytics tools enable Adobe Campaign to forward indicators and campaign attributes to Analytics.

The action perimeter of each tool is as follows:

  • Adobe Analytics marks the email campaigns launched with Adobe Campaign

  • Adobe Campaign sends the indicators and campaign attributes to the connector, which in turn forwards them to the Web analytics tool

Adobe Analytics Connector is not compatible with Transactional messaging (Message Center).

To set up Campaign-Analytics connection, you must perform the following operations:

Create your Analytics Report suite report-suite-analytics

To create your Report suite in Adobe Analytics, follow the steps below:

  1. From Adobe Analytics, select the Admin tab then click All admin.

  2. Click Report suites.

  3. From the Report suite manager page, click Create new then Report suite.

    For the detailed procedure on Report suite creation, refer to Adobe Analytics Documentation.

  4. Select a template.

  5. Configure your new report suite with the following information:

    • Report Suite ID
    • Site Title
    • Time Zone
    • Go Live Date
    • Estimated Page Views Per Day

  6. When configured, click Create report suite.

Configure your Conversion variables and Success events configure-conversion-success

After creating your Report suite, you need to configure your Conversion variables and Success events as follows:

  1. Select your previously configured Report suite.

  2. From the Edit settings button, select Conversion > Conversion variables.

  3. Click Add new to create the identifiers required for measuring the impact of the email campaign, i.e. the internal campaign name (cid) and the iNmsBroadlog (bid) table ID.

    To learn how to edit Conversion variables, refer to this Adobe Analytics Documentation.

  4. Click Save when done.

  5. Then, to create your Success events, select Conversion > Success events from the Edit settings button.

  6. Click Add new to configure the following Success events:

    • Clicked
    • Opened
    • Person clicks
    • Processed
    • Scheduled
    • Sent
    • Total bounces
    • Unique Clicks
    • Unique Opens
    • Unsubscribed

    To learn how to configure Success events, refer to this Adobe Analytics Documentation

  7. Click Save when done.

When your report suite is configured, you will need to configure the External accounts in Adobe Campaign.

Configure your Campaign external account external-account-ac

You now need to configure your Web Analytics external account in Adobe Campaign to enable the sync between the two solutions.

Note that if one of your Report suite, Conversion variables or Success events is not visible when configuring your external account, this means that you are missing a permission for this newly created component in the Product profile associated to the user.

For more information on this, refer to the Product profiles for Adobe Analytics page.

  1. Browse to the Administration > Platform > External accounts folder of the Adobe Campaign explorer tree and click New.

  2. Use the drop-down list to select the Web Analytics type and Adobe Analytics from the Integration drop-down.

  3. Click Configure next to the Integration drop-down.

  4. From the Configure Analytics integration window, map your external account with your previously created Report suite providing the following information:

    • E-Mail
    • IMS Org
    • Analytics Company
    • Report Suite
  5. From the eVars category, map the two Conversion variables configured in Adobe Analytics.

  6. From the Events category, map the ten Success events configured in Adobe Analytics.

  7. Click Submit when done. Adobe Campaign will create a Data source, Calculated metrics, Remarketing segments and Classifications in the mapped Analytics Report Suite.

    Once this sync between Adobe Analytics and Adobe Campaign is done, you can close the window.

  8. Settings can be viewed from the Data Settings tab from the Configure Analytics integration window.

    Using the Sync button, Adobe Campaign will sync the name changes done in Adobe Analytics. If the component is deleted in Adobe Analytics, the component will be strikethrough in Adobe Campaign or displayed with a not found message.

    note note
    You cannot add or remove segments in this version of Campaign v8.
  9. From your External account, click the Enrich the formula… link to change the URL calculation formula to specify the Web analytics tool integration information (campaign IDs) and the domains of the sites whose activity must be tracked.

  10. Specify the domain name(s) of the sites.

  11. Click Next and make sure the domain names have been saved.

  12. If necessary, you can overload the calculation formula. To do this, check the box and edit the formula directly in the window.

    note important
    This configuration mode is reserved for expert users: any error in this formula may result in stopped email deliveries.
  13. The Advanced tab lets you configure or modify more technical settings.

    • Lifespan: lets you specify the delay (in days) after which the web events recovered in Adobe Campaign by technical workflows. Default: 180 days.
    • Persistence: lets you the period during which all web events (a purchase for example) can be attributed to a re-marketing campaign, Default: 7 days.
If you are using several audience measuring tools, you can select Other in the Partners drop-down list when creating the external account. You may only reference one external account in the delivery properties: you will therefore need to adapt the formula of tracked URLs by adding the parameters expected by the Adobe and all other measuring tools used.

Technical workflow of web analytics processes technical-workflows-of-web-analytics-processes

Data exchange between Adobe Campaign and Adobe Analytics is handled by a technical workflow which runs as a background task.

This workflow is available from Campaign Explorer tree, under the Administration > Production > Technical workflows > Web analytics process folder.

The Sending of indicators and campaign attributes workflow lets you send email campaign indicators via Adobe Campaign to the Adobe Experience Cloud using Adobe Analytics Connector. This workflow is triggered at 4am every day and it can take 24 hours for the data to be sent to Analytics.

Please note that this workflow should not be restarted or else it will resend all the prior data which can skew Analytics results.

The indicators involved are:

  • Messages to deliver (@toDeliver)
  • Processed (@processed)
  • Success (@success)
  • Total count of opens (@totalRecipientOpen)
  • Recipients who have opened (@recipientOpen)
  • Total number of recipients who clicked (@totalRecipientClick)
  • People who clicked (@personClick)
  • Number of distinct clicks (@recipientClick)
  • Opt-Out (@optOut)
  • Errors (@error)
Data sent is the delta based on the last snapshot which may lead to negative value in the metric data.

The attributes sent are as follows:

  • Internal name (@internalName)
  • Label (@label)
  • Label (operation/@label): only if the Campaign package is installed
  • Nature (operation/@nature): only if the Campaign package is installed
  • Tag 1 (webAnalytics/@tag1)
  • Tag 2 (webAnalytics/@tag2)
  • Tag 3 (webAnalytics/@tag3)
  • Contact date (scheduling/@contactDate)

Track deliveries tracking-deliveries-in-adobe-campaign

In order for the Adobe Experience Cloud to be able to track activity on the sites once the delivery is sent by Adobe Campaign, you need to reference the matching connector in the delivery properties. To do this, apply the following steps:

  1. Open the delivery of the campaign to be tracked.

  2. Open the delivery properties.

  3. Go to the Web Analytics tab and select the previously created external account. Refer to Configure your external account in Adobe Campaign.

  4. You can now send your delivery and access your report for it in Adobe Analytics.

Create a re-marketing campaign create-a-re-marketing-campaign

To prepare your re-marketing campaign, simply create delivery templates to be used for re-marketing type campaigns. Then configure your re-marketing campaign and link it to a segment. Each segment must have a different re-marketing campaign.

Re-marketing campaigns are started automatically once Adobe Campaign has finished recovering the segments analyzing the behavior of people targeted by the initial campaign. In case of cart abandonment or product viewing without a purchase, a delivery is sent to the concerned recipients in order for their site browsing to finalize their purchase.

Adobe Campaign provides personalized delivery templates which you can use or database yourselves on to prepare campaigns.

  1. From the Explorer, go to the Resources > Templates > Delivery templates folder of the Adobe Campaign tree.
  2. Duplicate the Email delivery (re-marketing) template or the re-marketing template examples offered by Adobe Campaign.
  3. Personalize the template to suit your needs and save it.
  4. Create a new campaign and select the Re-marketing campaign template from the drop-down list.
  5. Click the Configure… link to specify the segment and delivery template linked to the campaign.
  6. Select the Analytics external account, and the concerned segment.
  7. Select the delivery template to be used for this re-marketing campaign, then click Finish to close the window.
  8. Click OK to close the campaign window.

The Re-marketing efficiency report is accessed via the global reports page. It lets you view the number of contacts converted (i.e. having purchased something) in relation to the number of cart abandonments following the Adobe Campaign re-marketing campaign. The conversion rate is calculated per week, month or since the start of synchronization between Adobe Campaign and Adobe Analytics.

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