How to Track Ad Conversions with UTM Parameters and Cost Metrics
We want to break down conversions by UTM parameters and include metrics like cost and ROI from your Ad Data events. How do I include the cost from the ad data events
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To break down conversions by UTM parameters and include metrics like cost and ROI from Ad Data events in Mixpanel, you can follow these steps:1. Ensure you're tracking UTM parameters: Mixpanel's JavaScript SDK automatically tracks UTM parameters for events fired from a page load Mixpanel SDKs: Javascript.2. Set up Ad Data events: Make sure you're importing ad performance data into Mixpanel as Ad Data events. This should include metrics like cost, clicks, and impressions Ad Spend.3. Create a funnel or conversion report: Set up a funnel or conversion report in Mixpanel to track your desired conversion events.4. Break down by UTM parameters: In your report, use the breakdown feature to segment your data by UTM parameters (e.g., utm_source, utm_medium, utm_campaign).5. Include cost metrics: To include cost from the Ad Data events, you'll need to use Mixpanel's attribution feature. In your report, go to the breakdown section and choose "Attributed by..." Then select the UTM parameter you want to attribute by (e.g., utm_source, utm_medium) Attribution: Multi-touch segmentation in the user conversion journey.6. Calculate ROI: Once you have the cost data attributed to your conversions, you can calculate ROI using Mixpanel's custom properties or formulas.By following these steps, you'll be able to see your conversions broken down by UTM parameters along with the associated ad costs, allowing you to calculate metrics like ROI.Remember that to get the most out of this analysis, you need to ensure that your Ad Data events are properly set up and that your UTM parameters are consistently tracked across your marketing campaigns.
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Bradley A.··kapa.ai are there any videos showing how to do this?
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Yes, there is a video that demonstrates how to perform multi-touch attribution analysis in Mixpanel, which is closely related to what you're trying to achieve. The video is titled "Multi-Touch Attribution on Mixpanel" and can be found on YouTube.Here are the key points about the video:1. It showcases Mixpanel's expanded features for marketing analysis, including multi-touch attribution.2. The video explains how to credit key outcomes to each touchpoint in the customer journey, which is essential for analyzing the effectiveness of your UTM parameters and ad spend.3. It demonstrates how to identify your most effective touchpoints and guide your spend towards the highest-performing ones.4. The video aims to help you build a data-driven strategy to improve conversion, which aligns with your goal of breaking down conversions by UTM parameters and including metrics like cost and ROI.You can watch the video here: Learn to Use Mixpanel: Multi-Touch Attribution on MixpanelAdditionally, if you're already a Mixpanel user, you can access a Marketing KPIs Template directly within your Mixpanel account to get started quickly. If you're not yet a user, you can sign up for a free account and access the template with demo data or your own uploaded CSV data.While this video might not cover every specific detail of including cost from Ad Data events, it should provide a good visual guide on how to work with attribution and marketing data in Mixpanel, which is closely related to your use case.
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