Campaigns & Attribution

Marketing analytics in Behavior Intelligence: UTM campaign tracking, conversion goals, GSC queries, channel attribution models, and assisted conversion repor...

Marketing page purpose

Campaigns & Attribution connects acquisition tags to outcomes. It answers which channels and campaigns drive sessions, which assist conversions, and whether paid spend correlates with goal completions. Data merges first-party UTMs, referrer classification, and optional GSC queries.

UTM builder and tracking

The UTM builder generates tagged URLs with source, medium, campaign, term, and content parameters. Enable utm_tracking in Settings → Marketing so the collector persists UTMs on sessions. Without this, external campaign links may appear as direct traffic.

Standardize naming: lowercase, hyphenated campaign slugs, consistent medium values (email, cpc, social) for clean charts.

Conversion goals

Goals map to tracked events—form submits, specific button clicks, or custom events. Goal counts appear in Marketing KPIs, Overview hero cards, and funnel outcomes. Edit goals in Settings → Marketing; historical goal fires remain tied to definitions at time of event where versioned.

GSC query insights

When GSC is connected, top queries table shows impressions, clicks, CTR, and average position. Correlate query growth with organic landing pages on the Organic Search tab. Sudden impression drops may appear in Anomalies before you notice in GSC UI.

Attribution models

Settings → General chooses first-touch or last-touch attribution for credit tables. First-touch rewards discovery channels; last-touch rewards closers. Neither is "correct"—pick the model matching how your team budgets. Document the choice in internal wiki links to this page.

Reading channel charts

Channel mix donuts show session share; attribution credit tables show goal-weighted credit. A channel with few sessions but high credit is an assist-heavy influencer (often organic or email).

Tip: Tag every email and ad link with UTMs even for "brand" campaigns—you will finally see whether direct traffic spikes are actually dark social or untagged email forwards.

Assisted conversions

Assisted conversion tables list channels appearing in the path before the converting session without receiving last-touch credit. Use assists to justify SEO and content spend when last-touch undervalues them.

Campaign QA

Before launch, click every UTM link in a private window and confirm Marketing tables attribute correctly within 24 hours. Common mistakes: wrong medium casing creating duplicate rows, missing campaign on social bio links, redirect chains stripping params.

Board-ready metrics

Prepare monthly slides with channel sessions, goal completions by channel, and assisted conversion highlights. First-touch vs last-touch narratives differ—stick to one model per deck for clarity.

Additional best practices

Behavior Intelligence works best when tracking coverage, funnel definitions, and team review rituals stay aligned. Revisit this guide after major site changes—new theme, consent plugin, or checkout provider—and confirm Realtime, Data Quality, and Tracking Plan still agree.

Share direct help links from the in-app help panel so teammates read the same canonical definitions. Press Ctrl+K in the help center to jump between related guides quickly.

Align date ranges before comparing metrics across pages.
Document segment names when sharing screenshots.
Verify fixes in Realtime before closing Growth Plan items.
Keep UTM conventions consistent for Marketing and Traffic.
Schedule AI analysis after enough post-change data accumulates.

Working with the global toolbar

Every major Behavior Intelligence report page shares a global toolbar controlling date range, comparison mode, saved views, and active segments. Understanding this toolbar prevents the most common reporting mistake: discussing metrics that look contradictory because two pages use different ranges or filters.

Date ranges support presets (last 7, 28, 90 days) and custom intervals. Comparison mirrors the prior period of equal length. When comparison is off, KPI deltas hide—do not assume zero change. Saved views capture all toolbar state; teach teammates to check the view name in the header before screenshotting for leadership.

Connecting insights to action

Analytics value appears when insights change behavior. Behavior Intelligence routes findings through Growth Plan, Anomalies, and AI Intelligence into prioritized work. A metric without an owner becomes wallpaper. Assign DRI (directly responsible individual) per Growth Plan card and set verification dates.

Cross-link investigations: Traffic anomaly → Sessions sample → Journeys path → Tracking Plan coverage → Funnel step fix. This sequence resolves most conversion mysteries without external tools.

Data freshness expectations

Raw events ingest in near real time on Realtime. Daily aggregates power most dashboard KPIs and typically finalize after processor cron completes overnight in site timezone. Intraday numbers on Traffic are directional, not audit-final. Export via Report Builder after period close for finance-adjacent reporting.

Security and access control

Report data stays inside WordPress authenticated admin. REST endpoints require configured capabilities. Do not expose API keys or disable capability checks for convenience. View-only roles should not access Settings, Tracking Plan writes, or AI job triggers unless policy explicitly allows.

Module updates and compatibility

After Imaginit Core or Behavior Intelligence updates, revisit Getting Started verification steps: Realtime test, Data Quality health, one saved report run. Release notes may add event types or metrics—refresh Report Builder definitions if preview validation fails. Theme changes always trigger Tracking Plan re-crawl before trusting click metrics.

Keyboard shortcuts and help search

From any Behavior Intelligence admin page, open in-app help links to jump to the matching guide on the public help center. Within the help site, press Ctrl+K or Cmd+K to open Spotlight search across all articles, headings, and keywords. Search for metric names, page titles, or tasks like "export CSV" to find the right workflow without browsing the sidebar.

Bookmark frequently used guides for your role: content editors often need Content Performance and Organic Search; engineers need Tracking Plan and Data Quality; leadership prefers Overview and Reports email summaries.