Campaign Tracking is an essential tool that allows you to monitor the performance of your sites and analyse your return on investment. You can find this tool on your main dashboard when you log in to the White Label Dating Partner Portal.
The tool will help you identify which of your sites are achieving the most registrations and the highest conversion rates. You should use this information to optimise your marketing campaigns accordingly.
There are three steps you need to follow to track your campaigns correctly:
1) Make sure that any site you drive traffic to has the Campaign Tracking script inserted into the HTML. (The script should be inserted before the closing body tag –
)
2) Create your unique tracking URL in the Campaign URL Builder. Insert the current URL of your landing page, the traffic source you want to measure, the campaign name and in the field labeled ‘keyword’ you should input {keyword:unspecified}. You can find the URL builder here.
3) Insert the campaign URL you have created into the destination URL field of your banners, Google AdWords campaigns, Bing campaigns, etc.. Then you can start tracking your traffic sources.
How to understand your reports
In addition to tracking and analysing where your traffic is coming from, you should be keeping a close eye on your key metrics as they will tell you how well your sites are performing. For each report, you can select the time frame you would like to look at, which sites to include and what metrics you’d like to view.
Here’s what your reports can tell you about your sites:
Full count: how many paying members (full members) are on your site at any time
New basics: how many new free members have registered
Downgrades: how many members have downgraded their membership from full membership to basic membership
Initials: how many members have paid and/or subscribed for the first time
Re initials: how many members who have paid for a subscription previously, left the site, then returned and paid again
Rebill: how many subscription payments have been made that are not the first transaction – e.g. if a member has paid for a 1 month subscription package then the following month they will pay again (rebill) for another month
Bolton: how many extra features members have paid for – e.g. a feature that full members can buy that lets basic members reply to their messages for free.
Initial (GBP): revenue earnt from first time subscribers
Re initial (GBP): revenue earnt from paying members who have previously paid for a subscription then left and now again
Credits (GBP): revenue earnt from users buying credits (online currency used to buy extra features)
Bolton cash (GBP): revenue earnt from extra features
Refunds (GBP): money that’s been refunded to members
Chargebacks (GBP): money that’s been returned to members by their bank. A chargeback occurs when a member contacts their bank to dispute the charge and wants to be reimbursed for their payment. When this has been processed, we have to reimburse the bank and pay a transaction fee for each chargeback.
Total (GBP): total revenue (minus refunds and chargebacks).
Which reports to look at
Key metrics
You should check your key metrics daily as they will tell you how your site is performing. Look out for signs of growth or anything unusual in your reports and discuss this with your Partner Manager.
Conversions
You should monitor your conversion report to see how many of your registrations are upgrading and taking out full member subscriptions. You can also see when they’re subscribing in their lifetime. Run the conversion reports for each site and by time frame. This will allow you to see how quickly users upgrade when they register to your site.
To see how a specific marketing campaign is performing, compare your key metrics before, during and after the campaign. This will allow you to analyse the effect of the campaign on your key metrics.
