How to track and optimize multi channel campaigns in Provarity

If you’re juggling campaigns across Google, Facebook, email, and maybe a few random channels your boss loves, you know how messy tracking results can get. This guide is for marketers, growth folks, and teams who want to know what’s working (and what’s not) without spending hours in spreadsheets. Here’s how to actually track and optimize multi-channel campaigns using Provarity—the honest, non-hyped way.

Step 1: Get Your Channels and Goals Straight

Before you dive into any tool, get clear on two things:

  • What channels are you running? List every source you’re using: paid search, paid social, email, affiliates, even the weird stuff like direct mail or podcasts.
  • What counts as success? Is it leads, purchases, signups, demo requests, or something else? Nail it down. Vague goals lead to vague reporting.

Pro tip: Don’t try to track everything. Focus on the 2-3 metrics that actually move your business.

Step 2: Set Up Channel Tracking in Provarity

With your channels and goals sorted, you can set up tracking in Provarity. Here’s what actually matters (and what you can skip):

2.1. Connect Your Data Sources

Provarity lets you pull in data from most major ad platforms and CRMs. Go to the integrations/settings page and connect accounts like:

  • Google Ads
  • Facebook/Meta Ads
  • LinkedIn Ads
  • HubSpot, Salesforce, or whatever CRM you use

What works: Native integrations usually work smoothly. OAuth logins are safe and don’t require giving away passwords.

What to ignore: CSV uploads unless you’re desperate. They’re slow and break often. Only use them for truly niche channels.

2.2. Set Up Tracking Links and UTM Parameters

You’ll need to use tracking links (with UTM tags) for any channel Provarity can’t auto-connect. Here’s how:

  1. Use Provarity’s built-in UTM builder (or Google’s if you prefer).
  2. Stick to a simple naming convention:
  3. utm_source=facebook
  4. utm_medium=paid_social
  5. utm_campaign=spring_sale
  6. Make sure your team and agencies use the same tags. Consistency is everything.

Don’t overcomplicate this. You don’t need 10 custom fields. Source, medium, and campaign will get you 90% of the way.

2.3. Pixel and Conversion Tracking

For website actions (like purchases or signups), make sure Provarity’s pixel is installed. You can usually do this via:

  • Google Tag Manager (fastest for most)
  • Directly in your site’s header

Test it. If conversions aren’t recording, nothing else matters. Don’t trust it’s working just because someone said it’s installed.

Step 3: Map Your Funnel and Key Conversions

Now, tell Provarity what a “win” looks like for you.

  • Define your main conversion events. These could be a purchase, lead form submission, content download, etc.
  • Map out the funnel. Where are users coming from? What steps do they take before converting? Provarity’s funnel builder is straightforward—drag, drop, done.

A quick warning: Funnels look great in dashboards, but don’t obsess over every micro-step. Focus on the big drop-offs and real business outcomes.

Step 4: Check Your Data Quality (Don’t Skip This)

Before you get excited about optimization, sanity check your data.

  • Are the numbers matching up with your ad platforms and CRM? They’ll never match 100%, but big gaps mean something’s broken.
  • Are UTMs being used correctly? Click a few real ads and check your URLs and reporting.
  • Are conversions firing as expected? Use the “test conversion” mode in Provarity.

If you skip this and trust the dashboard blindly, you’ll end up making decisions on bad data. Don’t.

Step 5: Build Multi-Channel Dashboards (That Don’t Suck)

This is where a lot of people get lost in the weeds of “custom reporting.” Keep it simple:

  • Start with Provarity’s built-in multi-channel overview. It gives you cost, conversions, and ROAS by channel.
  • Customize only what you need. Add columns for key metrics (CPL, CPA, revenue, etc.).
  • Segment by channel and campaign. If you can’t tell what’s working in 30 seconds, your dashboard’s too complicated.

Ignore the temptation to add every metric. More data isn’t better—it’s just more.

Step 6: Spot What’s Working (and What’s Not)

Now, use the data for something useful:

  • Look for outliers. Is one channel driving leads at half the cost? Is another burning cash with no results?
  • Compare apples to apples. Use the same conversion event across channels. Otherwise, you’re just guessing.
  • Watch for trends, not blips. Don’t react to one weird day—look for patterns over a week or two.

What to ignore: Vanity metrics like impressions or clicks. If they aren’t tied directly to conversions, they’re just noise.

Step 7: Optimize—But Only What Matters

Here’s the part everyone wants to over-engineer. Don’t.

  • Shift budget to what’s working. If Facebook is crushing it and Google isn’t, move spend. Don’t get sentimental.
  • Pause or fix underperformers. Cut what isn’t working, or try new creative/audience/landing pages if you have a hunch.
  • Test, but don’t test everything. Too many variables = you learn nothing. Tweak one thing at a time.

A note on attribution: Provarity has several attribution models (last-click, linear, etc.). Start with last-click or simple multi-touch. Don’t let fancy attribution charts distract you from obvious wins.

Step 8: Keep the Team in the Loop (Without Spamming Them)

  • Set up automated reports for key team members. Weekly or biweekly is enough for most.
  • Flag big changes. If something’s up or down 20%+, send a quick note. No one wants a daily “dashboard digest” in their inbox.
  • Encourage questions. If someone doesn’t get what a metric means, explain it. Don’t hide behind jargon.

Step 9: Clean Up and Iterate

Most campaigns aren’t “set it and forget it.” Every few weeks:

  • Audit your UTM/tagging. It always drifts if you don’t check.
  • Prune dead channels. If something hasn’t worked in a month, cut it or try a new angle.
  • Simplify dashboards. Delete views no one uses. You want less clutter, not more.

What Actually Matters (And What Doesn’t)

Focus on:

  • Reliable tracking and clear goals
  • Simple, actionable dashboards
  • Regular optimization based on real data

Ignore:

  • Overly complex attribution models (unless you’re a giant brand)
  • Tracking every micro-metric “just in case”
  • Dashboard beautification—ugly but useful beats pretty but useless

Keep It Simple, Iterate Often

Tracking and optimizing multi-channel campaigns in Provarity isn’t magic, but it beats spreadsheet chaos. Stick to the basics: set up tracking right, focus on the metrics that drive your real goals, and adjust as you go. If something’s not working, cut it. If something’s working, double down. Don’t overthink it—just keep moving.