campaign-tracker

Campaign Tracker

Track marketing campaigns end-to-end — from UTM click to conversion, with cohort-level behavior analysis.

When to Use

• "How did the email campaign perform?"
• "Compare conversion rates across Facebook, Google, and email campaigns"
• "What do users from the Q3 product launch campaign do after landing?"
• "Which campaign has the best retention — users who convert and come back?"
• "Show me sessions from users who clicked the July newsletter"
• "Is paid search traffic converting better than organic?"

Mental Model

A campaign sends users to your site with tracking parameters (UTM tags). Fullstory captures the landing page URL including those parameters. By building segments from UTM values, you can track campaign cohorts through every page and action.

The campaign funnel:

1. Click: User clicks the campaign link (happens outside Fullstory)
2. Landing: User arrives on your site (first page view with UTM params)
3. Engagement: User browses, interacts, explores
4. Conversion: User completes the goal (purchase, signup, demo request)

Fullstory sees steps 2-4. Step 1 data comes from your marketing platform.

Workflow

Step 1: Identify campaign parameters

Ask the user for the UTM parameters they want to track:

• utm_source (e.g., facebook, google, newsletter)
• utm_medium (e.g., cpc, email, social)
• utm_campaign (e.g., q3_launch, black_friday, summer_sale)
• utm_content (e.g., banner_a, hero_cta — for A/B testing creative)

Step 2: Build campaign segments

Build a segment for each campaign cohort:

fullstory:build_segment(
  "users who first landed with utm_campaign=q3_launch in last 30 days"
)

For multi-campaign comparison, build one segment per campaign:

seg_q3_launch = "utm_campaign=q3_launch"
seg_black_friday = "utm_campaign=black_friday"
seg_newsletter = "utm_source=newsletter"

Step 3: Measure campaign performance

For each campaign, compute:

fullstory:build_metric(query="page views", output_type="single_number")
fullstory:update_metric(metric_id, segment_id)
fullstory:compute_metric(metric_id)