Multichannel campaigns sound impressive—until you’re staring at a mess of data from email, social, ads, and who-knows-where-else. If you’ve ever tried to piece together campaign results from five different platforms, you know the pain. This guide is for marketers, founders, and anyone tasked with showing what actually worked. We’ll walk through, step-by-step, how to track and analyze multichannel marketing using the TamTam analytics dashboard. We’ll skip the fluff, flag what’s worth your time, and call out the stuff you can safely ignore.
1. Get Your Campaign Data Ready
Before you even touch TamTam, gather everything you’ll want to track. If you skip this, you’ll end up with half-baked reports that don’t answer real questions.
What you’ll need: - A list of all your campaign channels (email, social, paid ads, etc.) - UTM parameters for every link (if you’re not using them, start now) - Access to each platform’s data (or someone who can export it for you) - Clear campaign goals (leads, sales, signups, whatever matters)
Pro tip: Keep your UTM naming simple and consistent. If you call Facebook “fb” in one place and “facebook” in another, your data will turn into mush.
2. Connect Your Channels to TamTam
The promise of dashboards is “one view for everything.” TamTam does a decent job if you plug everything in right—otherwise, you’ll just get another partial picture.
How to connect:
- Log in to TamTam.
- Go to Integrations or Data Sources.
- Connect each channel:
- For platforms with direct integrations (like Google Ads, Facebook, Mailchimp), just authenticate and follow the prompts.
- For manual or less common sources, you may need to upload CSVs or use APIs.
What works:
Direct integrations are usually quick. If TamTam offers a native connection, use it. It saves a ton of time.
What doesn’t:
Manual CSV uploads are fine for one-off reports but a pain for ongoing tracking. If you have to do this, set a recurring calendar reminder or you’ll forget and your reports will get stale.
Common headaches (and fixes):
- Data won’t sync: Reconnect the integration or check for permissions.
- UTMs missing: If your links don’t have UTMs, TamTam won’t know which campaign is which. Go back and fix your links if you can.
- Weird naming: Standardize your campaign names before you import. Trust me, it’s worth the 10 minutes.
3. Set Up Campaign Tracking in TamTam
Now you need to tell TamTam what to look for. This is where you group all the bits and pieces from different platforms into a single “campaign.”
Steps to set up tracking:
- Create a New Campaign in TamTam.
- Name it clearly. (“Spring 2024 Launch” is better than “Campaign 15.”)
- Define your sources and channels.
- Map each platform and UTM source to this campaign.
- Double-check for typos—otherwise, you’ll miss data.
- Set your goals.
- Choose what counts as a conversion (e.g., purchase, form fill, download).
- If you can, set up event tracking or import conversion data.
Pro tip: If you’re running similar campaigns regularly, save your setup as a template. Future you will thank you.
What to ignore:
Don’t bother with vanity metrics (like impressions or basic clicks) unless they actually tie back to your goals. Focus on the stuff that drives results.
4. Build Dashboards That Make Sense
TamTam’s dashboards can be as simple or as complex as you want. The trick is not to overdo it.
Start with these basics:
- Overview: Shows the top-level numbers—revenue, conversions, cost per channel.
- Channel Breakdown: Side-by-side comparison of each channel’s performance.
- Funnel/Path Analysis: How users move from first touch to conversion.
- ROI/Cost Analysis: What you spent versus what you got out.
How to build:
- Use TamTam’s dashboard builder.
- Drag and drop widgets (charts, tables, etc.) for each metric.
- Set filters.
- Look at specific timeframes or campaigns.
- Customize views for your team.
- Sales probably cares about leads, while execs want revenue.
What works:
Keep dashboards focused. One for “all the things” gets ignored. Build one or two that answer the questions people actually ask.
What doesn’t:
Don’t spend hours color-coding or making things pretty. No one cares if your bar chart is blue or green.
5. Analyze What’s Actually Happening
Here’s where most people get lost. Don’t just look at numbers—use them to answer real questions.
Ask yourself:
- Which channels brought in actual conversions (not just traffic)?
- Did any channel surprise you—good or bad?
- Where are leads dropping off in the funnel?
- Are you spending too much for too little return on any channel?
How to do it in TamTam:
- Use cross-channel comparison charts to see which source is pulling its weight.
- Dive into path analysis to spot where users drop off.
- Check cost per conversion across channels—not just the cheapest clicks.
Pro tip:
If something looks off (like one channel wildly outperforming), double-check your data. Sometimes it’s just a tracking error, not a marketing miracle.
What to ignore:
Don’t obsess over small fluctuations. Look for trends over a few weeks, not day-to-day blips.
6. Share Results and Take Action
A dashboard is useless if no one does anything with it. Share clear, actionable findings.
Best ways to share:
- Export key charts straight from TamTam.
- Write a quick summary: “Email drove 60% of conversions. Facebook cost us $400 per lead—time to rethink.”
- Highlight action items, not just numbers.
What works:
Keep it short. People tune out walls of numbers. Tell them what matters and what you’re doing next.
What doesn’t:
Don’t just send a link to the dashboard and call it a day. Give context or you’ll get questions you could have avoided.
7. Rinse and Repeat (But Smarter)
The whole point is to get better each time. No campaign is perfect out the gate.
- Tweak what’s not working—don’t cling to pet channels.
- Update your dashboards as your goals change.
- Don’t be afraid to drop a channel if it’s consistently underperforming.
Summary: Keep It Simple, Get Smarter
Multichannel campaign tracking isn’t magic—it’s just organization, clarity, and a bit of patience. Start small, focus on actionable metrics, and don’t get distracted by shiny dashboard features you don’t need. With a solid setup in TamTam, you’ll spend less time wrestling spreadsheets and more time actually improving your campaigns. Iterate as you learn, and remember: simple beats fancy every time.