Campaign Analytics

Overview

Campaign analytics endpoints help you track the performance of your marketing campaigns through UTM parameters and conversion attribution.

Campaign Endpoints

GET /api/websites/:websiteId/campaign-metrics

Returns UTM campaign data and conversion metrics.

Parameters:

websiteId (path): ID of the website
timeframe (query, optional): Predefined timeframe (‘today’, ‘yesterday’, ‘last7days’, ‘last30days’, ‘custom’)
startDate, endDate (query, optional): Date range for custom timeframe
utm_source (query, optional): ‘url’ or ‘headers’ for UTM parameter extraction
conversion_event (query, optional): Specify an event to track as conversion
filter (query, optional): Additional filtering options

Response:

{
  "utm_sources": [
    {
      "source": "google",
      "visitors": 2250,
      "conversions": 125,
      "visitor_percentage": 45.0,
      "conversion_rate": 5.6
    },
    {
      "source": "facebook",
      "visitors": 1800,
      "conversions": 89,
      "visitor_percentage": 36.0,
      "conversion_rate": 4.9
    }
  ],
  "utm_mediums": [
    {
      "medium": "cpc",
      "visitors": 1850,
      "conversions": 98,
      "visitor_percentage": 37.0,
      "conversion_rate": 5.3
    },
    {
      "medium": "social",
      "visitors": 1200,
      "conversions": 45,
      "visitor_percentage": 24.0,
      "conversion_rate": 3.8
    }
  ],
  "utm_campaigns": [
    {
      "campaign": "spring_sale",
      "visitors": 950,
      "conversions": 67,
      "visitor_percentage": 19.0,
      "conversion_rate": 7.1
    },
    {
      "campaign": "brand_awareness",
      "visitors": 750,
      "conversions": 23,
      "visitor_percentage": 15.0,
      "conversion_rate": 3.1
    }
  ],
  "utm_contents": [
    {
      "content": "banner_ad",
      "visitors": 650,
      "conversions": 34,
      "visitor_percentage": 13.0,
      "conversion_rate": 5.2
    }
  ],
  "utm_terms": [
    {
      "term": "analytics_software",
      "visitors": 420,
      "conversions": 28,
      "visitor_percentage": 8.4,
      "conversion_rate": 6.7
    }
  ],
  "campaigns": [
    {
      "source": "google",
      "medium": "cpc",
      "campaign": "spring_sale",
      "visitors": 850,
      "conversions": 51,
      "conversion_rate": 6.0,
      "cost_per_visitor": 2.50,
      "revenue": 5100.00
    },
    {
      "source": "facebook",
      "medium": "social",
      "campaign": "brand_awareness",
      "visitors": 650,
      "conversions": 18,
      "conversion_rate": 2.8,
      "cost_per_visitor": 1.80,
      "revenue": 1800.00
    }
  ],
  "meta": {
    "timeframe": "last7days",
    "conversion_event": "purchase",
    "utm_source": "url",
    "filter": null,
    "startDate": "2023-05-08T00:00:00Z",
    "endDate": "2023-05-15T23:59:59Z",
    "total_visitors": 5000,
    "total_conversions": 214,
    "overall_conversion_rate": 4.3
  }
}

UTM Parameter Tracking

Supported UTM Parameters

utm_source: Traffic source (e.g., google, facebook, newsletter)
utm_medium: Marketing medium (e.g., cpc, email, social)
utm_campaign: Campaign name (e.g., spring_sale, product_launch)
utm_content: Ad content or creative (e.g., banner_ad, text_link)
utm_term: Keyword or search term (e.g., analytics_software)

UTM Parameter Sources

You can extract UTM parameters from:

URL: From query parameters in the page URL
Headers: From custom headers (for server-side tracking)

Usage Examples

Get Campaign Performance Overview

GET /api/websites/abc123/campaign-metrics?timeframe=last30days&conversion_event=purchase

Get Campaign Data for Specific Time Range

GET /api/websites/abc123/campaign-metrics?startDate=2023-05-01&endDate=2023-05-15&conversion_event=signup

Track Email Campaign Performance

GET /api/websites/abc123/campaign-metrics?utm_source=url&conversion_event=purchase&filter=utm_medium:email

Analyze Google Ads Performance

GET /api/websites/abc123/campaign-metrics?utm_source=url&conversion_event=purchase&filter=utm_source:google,utm_medium:cpc

Campaign Analysis Patterns

ROI Analysis

# Get campaign data with conversion tracking
GET /api/websites/abc123/campaign-metrics?conversion_event=purchase&timeframe=last30days

# Calculate ROI using revenue and cost data from the response

A/B Testing Campaign Content

# Compare different ad contents
GET /api/websites/abc123/campaign-metrics?conversion_event=signup&timeframe=last7days

# Analyze utm_contents array for performance comparison

Channel Performance Comparison

# Compare different traffic sources
GET /api/websites/abc123/campaign-metrics?conversion_event=purchase&timeframe=last30days

# Compare utm_sources and utm_mediums arrays

Keyword Performance (PPC)

# Analyze keyword performance for paid search
GET /api/websites/abc123/campaign-metrics?conversion_event=purchase&filter=utm_medium:cpc

# Review utm_terms array for keyword insights

Conversion Events

You can track conversions for any custom event:

E-commerce Conversions

# Track purchase conversions
GET /api/websites/abc123/campaign-metrics?conversion_event=purchase

# Track add to cart conversions
GET /api/websites/abc123/campaign-metrics?conversion_event=add_to_cart

Lead Generation Conversions

# Track form submissions
GET /api/websites/abc123/campaign-metrics?conversion_event=form_submit

# Track newsletter signups
GET /api/websites/abc123/campaign-metrics?conversion_event=newsletter_signup

SaaS Conversions

# Track trial signups
GET /api/websites/abc123/campaign-metrics?conversion_event=trial_signup

# Track subscription conversions
GET /api/websites/abc123/campaign-metrics?conversion_event=subscription_started

Campaign Attribution Models

First-Touch Attribution

Hardal tracks the first UTM parameters a visitor encounters, giving credit to the initial campaign that brought them to your site.

Session-Based Attribution

Each session can have its own UTM parameters, allowing you to track campaign performance within individual sessions.

Best Practices for Campaign Tracking

Consistent Naming: Use consistent naming conventions for your UTM parameters across all campaigns.

URL Encoding: Ensure UTM parameters are properly URL encoded, especially for special characters.

Campaign Hierarchy: Use a logical hierarchy: source → medium → campaign → content → term.

UTM parameters are case-sensitive. “Google” and “google” will be treated as different sources.

Campaign URL Examples

Google Ads Campaign

https://example.com/landing?utm_source=google&utm_medium=cpc&utm_campaign=spring_sale&utm_content=banner_ad&utm_term=analytics_software

https://example.com/landing?utm_source=facebook&utm_medium=social&utm_campaign=brand_awareness&utm_content=video_ad

https://example.com/landing?utm_source=newsletter&utm_medium=email&utm_campaign=weekly_digest&utm_content=header_link

Affiliate Marketing

https://example.com/landing?utm_source=affiliate&utm_medium=referral&utm_campaign=partner_promo&utm_content=review_link

Integration with Analytics Tools

Google Analytics UTM Compatibility

Hardal’s UTM tracking is fully compatible with Google Analytics UTM parameters, making it easy to migrate or run parallel tracking.

Custom Campaign Parameters

You can also track custom campaign parameters beyond the standard UTM set by including them in your event data.

Campaign Reporting Metrics

Key Metrics Provided

Visitors: Total unique visitors from the campaign
Conversions: Number of conversion events
Conversion Rate: Percentage of visitors who converted
Visitor Percentage: Share of total traffic
Revenue: Total revenue attributed (if tracking purchase events)
Cost per Visitor: If cost data is available

Performance Indicators

High-performing campaigns: High conversion rate and visitor volume
Efficient campaigns: Good conversion rate with reasonable cost
Awareness campaigns: High visitor volume, lower conversion rate
Targeted campaigns: Lower volume but high conversion rate

Getting Started

Setup

Analytics

Server-side Hosts

Connections

ETL/Data Governance

FAQ

Changelog

​Overview

​Campaign Endpoints

​UTM Parameter Tracking

​Supported UTM Parameters

​UTM Parameter Sources

​Usage Examples

​Get Campaign Performance Overview

​Get Campaign Data for Specific Time Range

​Track Email Campaign Performance

​Analyze Google Ads Performance

​Campaign Analysis Patterns

​ROI Analysis

​A/B Testing Campaign Content

​Channel Performance Comparison

​Keyword Performance (PPC)

​Conversion Events

​E-commerce Conversions

​Lead Generation Conversions

​SaaS Conversions

​Campaign Attribution Models

​First-Touch Attribution

​Session-Based Attribution

​Best Practices for Campaign Tracking

​Campaign URL Examples

​Google Ads Campaign

​Facebook Social Campaign

​Email Newsletter

​Affiliate Marketing

​Integration with Analytics Tools

​Google Analytics UTM Compatibility

​Custom Campaign Parameters

​Campaign Reporting Metrics

​Key Metrics Provided

​Performance Indicators

Overview

Campaign Endpoints

UTM Parameter Tracking

Supported UTM Parameters

UTM Parameter Sources

Usage Examples

Get Campaign Performance Overview

Get Campaign Data for Specific Time Range

Track Email Campaign Performance

Analyze Google Ads Performance

Campaign Analysis Patterns

ROI Analysis

A/B Testing Campaign Content

Channel Performance Comparison

Keyword Performance (PPC)

Conversion Events

E-commerce Conversions

Lead Generation Conversions

SaaS Conversions

Campaign Attribution Models

First-Touch Attribution

Session-Based Attribution

Best Practices for Campaign Tracking

Campaign URL Examples

Google Ads Campaign

Facebook Social Campaign

Email Newsletter

Affiliate Marketing

Integration with Analytics Tools

Google Analytics UTM Compatibility

Custom Campaign Parameters

Campaign Reporting Metrics

Key Metrics Provided

Performance Indicators