Marketing across a bunch of channels—email, social, paid ads, whatever—sounds great until you have to prove what’s actually working. If you’ve ever stared at a pile of numbers from five different platforms and thought, “What now?”, this guide is for you.
Here’s how to get a real handle on your multichannel campaign performance using Getrafiki. Whether you’re a solo marketer or wrangling data for a team, you’ll get straight answers about what works, what doesn’t, and how to avoid common traps.
1. Get Ready: Set Up Your Tracking Properly
Before you can analyze anything, you need to make sure you’re actually capturing the right data. Don’t skip this. Garbage in, garbage out.
Here’s what to do:
- Install the Getrafiki tracking code on all your key web properties. If you’re not technical, Getrafiki has decent walkthroughs, but if you run into trouble, get help early.
- Set up channel definitions. Decide what counts as “email,” “social,” “paid,” etc. Getrafiki lets you customize this, but don’t overthink it—stick to what makes sense for your business.
- Standardize your UTMs. If you’re not using UTMs on your links, start now. Getrafiki can auto-categorize a lot, but clean UTM tags make life a lot easier.
- Double-check conversions. Make sure your key conversions (signups, purchases, etc.) are tracked. Test them yourself. Don’t trust that someone else set it up right.
Pro tip: Don’t try to track everything in your first go. Focus on your main channels and core conversions. You can always add more later.
2. Define Your Campaigns (Not Just Your Channels)
A common mistake: tracking channels, but not campaigns. You need to know which specific efforts are driving results.
- Create clear campaign names—avoid “Spring2024” and go for something like “Spring24_Email_10Off” so you’ll remember what it was.
- Map campaigns to channels. In Getrafiki, link each campaign to the right channel so you can slice data both ways.
- Set campaign goals. Are you after leads, sales, signups? Make sure you know what success looks like before you start.
Why this matters: You’ll save yourself hours of detective work later if you’re disciplined about naming and tracking now.
3. Dive Into the Multichannel Overview
Now the fun part: seeing it all in one place. Getrafiki’s multichannel dashboard pulls your data together, so you can stop tab-hopping between platforms.
What to look for:
- Source/Medium breakdowns: See which channels are bringing in traffic, and which are actually converting.
- Campaign performance: Compare apples to apples—how did your Facebook ad stack up against your email blast?
- Assisted conversions: Not every channel gets the final click. Getrafiki shows you which channels helped along the way.
What works: The cross-channel view is genuinely useful. You’ll spot underperforming channels fast.
What doesn’t: Don’t get distracted by vanity metrics (like “likes” or “impressions”) unless they actually tie to your goals. Focus on conversions, cost, and ROI.
4. Get Granular: Analyze Channel and Campaign Details
Broad overviews are great, but details matter. Drill down to see what’s driving results (or wasting your budget).
- Channel drill-down: Click into any channel to see top campaigns, landing pages, and conversion rates.
- Campaign drill-down: Go deeper to see audience segments, geography, device usage, etc.
- Compare time periods: Are things trending up or down? Getrafiki makes it easy to look at week-over-week or month-over-month shifts.
Watch out for:
- Attribution confusion: Getrafiki defaults to last-click attribution, but you can switch to first-click or linear. Try a few models and see how your picture changes—you’ll be surprised.
- “Spikey” data: One-day bumps can fool you. Always look at trends, not just single days.
Pro tip: Don’t chase every blip. Focus on patterns that stick around for more than a few days.
5. Find What’s Actually Working
This is where you separate wishful thinking from hard numbers.
- Look for high-converting combinations: Sometimes a certain channel + campaign + landing page just works. Find those and double down.
- Check assisted conversions: Some channels play a supporting role. If your paid ads “assist” a lot of conversions but rarely close, they’re still valuable—just not in the way you first thought.
- Calculate real ROI: Don’t just look at traffic or leads. Compare your costs to what you’re actually getting back.
What to ignore: “Feel-good” stats like pageviews or social shares don’t mean much if they don’t lead to conversions.
6. Spot Problems Early (and Don’t Panic)
No campaign is perfect. The sooner you spot issues, the less pain later.
- Watch for drops: If a channel suddenly falls off a cliff, check your tracking first—broken UTMs or a missing code snippet can look like a performance dip.
- Monitor for “zombie” channels: If a channel brings in traffic but zero conversions for weeks, consider pausing or rethinking it.
- Use alerts wisely: Getrafiki can send notifications for big swings, but too many alerts just become noise. Set them for your key metrics only.
Pro tip: If you find yourself explaining away bad results (“maybe it’s just a bad week…”), dig deeper. There’s usually a real reason.
7. Report Simply, Act Quickly
Don’t spend hours making pretty charts. Getrafiki’s built-in reporting tools are good enough for most needs.
- Automate regular reports: Set up weekly or monthly dashboards to hit your inbox (or your boss’s).
- Share the “why,” not just the “what”: If a campaign flopped, say why. If something worked, figure out if it’s repeatable.
- Skip the fluff: Stick to conversions, cost, and ROI. No one cares about bounce rate in isolation.
What works: Quick, honest reports help you act faster and keep everyone on the same page.
What doesn’t: Glossy slides with lots of screenshots don’t make up for unclear results.
8. Iterate—Don’t Wait for Perfect
Data’s only useful if you use it. Don’t fall into analysis paralysis.
- Test small changes: Shift budget between top-performing channels, try new creative, or tweak landing pages.
- Rinse and repeat: The best campaigns are built from lots of small improvements, not one “big idea.”
- Keep your setup simple: Add complexity only when you really need it. More dashboards aren’t always better.
Final Thoughts
Analyzing multichannel campaigns isn’t about having the fanciest tools or the most data—it’s about knowing what actually moves the needle. With Getrafiki, you can get a clear picture, if you set things up right and focus on what matters.
Start simple, stay honest with your results, and tweak as you go. The best marketers aren’t those with the flashiest dashboards—they’re the ones who keep things clear and act quickly.
Good luck, and remember: if you’re lost in the data, you’re probably overcomplicating it. Strip it back and focus on what actually drives your business forward.