Campaign (auto) Dimension

The Campaign (auto) Dimension is one of the default dimensions available to organize your data in Roivenue. The dimension links web analytics data with platform campaign data for easier visualization and analysis of marketing campaigns' effectiveness. This help page will explain how to find the Campaign (auto) dimension, how the dimension pairs web and platform data, why some campaigns may show up as undefined, and how to troubleshoot if campaigns do not pair automatically.

What's in the Campaign (Auto) Dimension and How Does it Work?

The Campaign (auto) dimension automatically combines data from two sources:

1. Web Data: Currently labeled as “UTM Campaign” dimension, contains the traffic information from your websites and typically comes from Roivenue Measurement, Google Analytics, Adobe Analytics, or another traffic connector. This data format will contain all traffic data, including visits, conversions, deliveries, net revenue, and gross profits. If a Roivenue user tried to use the “UTM Campaign” dimension, they would only see attributed web data, while platform costs for these campaigns will appear as “(undefined)”. This is because the dimension is based purely on information from the web analytics dataset, which does not contain cost information from platforms.

1. Platform Data: Labeled as “Ad Campaign (from platform)” dimension, this dimension only contains the data downloaded directly from advertising platforms (e.g., Meta, Google Ads, TikTok, etc.), which could contain information about advertising costs or clicks reported by the platform. If a Roivenue user filtered with the “Ad Campaign (from platform)” dimension, they would only see cost data but not see any web attributed data, like conversions or revenue, as that data is not in the platform feed.

The Campaign (auto) dimension pairs web and platform data based on an advertisement campaign’s name. In order for an automatic pairing, the campaigns set in the platform must match the campaign name defined in the utm_campaign parameter of the website. The pairing process is able to handle small differences such as spaces, diacritics, and capitalized letters in certain conditions.

How does the Campaign (auto) work when filtering?

When using or filtering with the Campaign (auto) dimension, each row represents a specific marketing campaign that exists in both the web and platform data and has a matching naming convention. The Campaign (auto) dimension has joined the two types of data into one row. We can see this join on the Model Comparison page if the “UTM Campaign” dimension is viewed under the “Campaign (auto)” dimension. In these situations, the traffic-related data that came from the web analytics data has the correct campaign label. However, the Cost data is labeled as (undefined) as the web analytics data and “UTM Campaign” dimension have no visibility in how costs were spent without the platform data.

What happens if the Campaign (auto) pairing does not work?

If the Campaign (auto) dimension has encountered an error, it will display the data in a (undefined) category. The (undefined) also includes web data that is not set from sources like organic, direct, or email. The following section will outline some of the common causes behind a campaign (auto) error, recommendations to prevent campaign (auto) errors, and action steps to mitigate errors.

Platform and Web Data Naming Mismatches

Campaign (auto) relies on a 1:1 match between campaign names in the platform and utm_campaign values from the website. A mismatch in naming conventions is one of the most frequent causes behind Campaign (auto) errors. Because of this, Roivenue strongly recommends utilizing the same naming conventions between your ad platform campaigns and UTMs, or utilizing dynamic UTM parameters to avoid mismatches. Dynamic UTM parameters, also known as UTM macros, are a helpful tool to standardize UTM conventions and reduce the time spent on managing your UTMs by using a dynamic placeholder to customize the value for each campaign. Often times you simply replace the UTM tag value with a macro in curvy brackets {like this}, but each platform supports different types of macros and may refer to them differently. In order to help get you started, we've compiled a list of some of the common platforms' specific documentation.

For historical data, Campaign (auto) does not allow a user to manually correct mismatches. However, custom dimensions can be created in Roivenue to manually map and pair web and platform data. A custom dimension mapping is particularly effective when the differences in platform data and web data have a well-defined pattern.

A Tip for Creating a Campaign-Related Custom Dimension:

When creating the new custom dimension, set Campaign (auto) as one of the source dimensions. Following that, if the custom dimension's rules include the setup in the image below, you will be able to focus automatically include campaign auto's working pairings as a starting point. This gives you the opportunity to focus any efforts on manually mapping the campaign names that to not match.

Renamed Live or Historical Campaigns

Caution should be exercised when editing the names of campaigns in ad platforms. When campaigns are renamed, the pairing in the campaign (auto) with the historical UTM data will be broken. Roivenue strongly recommends avoiding renaming campaigns once they are live. However, if there is an unavailable need to alter the name of a campaign, a custom dimension mapping can be used to remap the values. The process will be similar to the one outlined above.

Missing Data Sources

Campaign (auto) may also not properly pair if there are missing web or platform data sources. To start, check the Connectors page to confirm both the web and platform data sources are connected and running. If troubleshooting a new campaign, there is the possibility that the campaign is live on the ad platform, but has not had any interactions or clicks, meaning there have been no visits on the website. In those cases, no web data is available to pair the campaign with, and the Campaign (auto) will not be able to pair properly. Finally, we recommend checking that the ad links to the website properly and has the correct and expected UTM tracking.

As always, please feel free to reach out to the Roivenue helpdesk if you have any further questions!

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