Run marketing campaigns with WordPress analytics

Campaigns need tagged links, one main goal and quick feedback. PureMetrix measures without cookies, so in many cases your analytics alone does not require a cookie banner before you can test ads and emails.

Before you send or spend

Write down one measure of success (enquiry, purchase or demo booking).
Create tagged links to your landing page (URL builder).
Check that the matching goal exists in PureMetrix.
Exclude admin roles on your WordPress site.
Optional: switch on the same-origin proxy if many of your visitors use ad blockers.

During the campaign

Right after launch, check live visitors; then check campaign visits, the bounce rate on the landing page and goals reached.

Do not change three ad designs and the landing page on the same day—otherwise you cannot tell what caused the result.

Review afterwards

Visits compared with your plan.
Goal rate compared with the previous campaign.
Average order value and revenue, if you use WooCommerce.
Notes on the ad design and offer for the next round.

Channels

Email, paid social media, partners and webinars all benefit from UTMs. Leave organic search untagged. Links shared in private messages still show up as direct traffic; use a dedicated landing page when you need proof.

Privacy talking point

You can measure campaigns without PureMetrix storing anything on the visitor’s device. Ad platforms may still need their own tags and consent. Keep those two topics separate. Analytics without a cookie banner.

One main result per campaign

Paid and email campaigns need one success event before launch—a purchase, a demo booking or an enquiry thank-you page. Other clicks are extra information. Tag every ad with consistent UTMs, send visitors to a page that repeats the ad’s promise, and watch the campaign in PureMetrix next to that goal.

If results disappoint, first check that the tags survive redirects before you rewrite the text. Many “bad ads” are really landing pages with missing or wrong tags.

Improving ads step by step

Change one thing per week: audience, landing page or offer. Report the goal rate and, for shops, revenue and average order value for the campaign. With a shared dashboard link, everyone sees the same numbers without passing screenshots around.

Before and after launch

Before launch: tagged URL, landing page checked, goal set up, exclusions on, and a small budget for a first test. After the campaign: goal rate, cost per goal (ad spend divided by goals) and, for shops, revenue and average order value for the campaign in PureMetrix. Instead of screenshots, share a dashboard link.

Stop or improve weak campaigns on a fixed schedule. Forgotten campaigns with outdated UTMs muddy your quarterly reports.

Ad design, audience or landing page

Change only one of these per test. If you swap all three, your analytics cannot tell you what worked. Keep a simple log next to the dashboard.

Budget rules of thumb

Do not increase spend until tags and goals have been checked with real clicks. Keep the early budget small while you test the setup. If PureMetrix shows goals but the ad platform shows no conversions, trust the thank-you page goals on your site and troubleshoot the platform’s tracking pixel separately.

Use the same definition of a conversion in your ad and analytics documentation—different names create differences that are not real.

Signs an ad has worn out

A falling goal rate with a stable click-through rate often means the landing page no longer matches or the offer has lost its appeal—not simply that “the ads are broken.” Look at the landing page bounce rate in PureMetrix alongside the platform figures before moving budget. Swap the ad design first, then the landing page, then the audience—never all at once on a small account.

Archive tags from unsuccessful campaigns so they no longer clutter your filters, but keep the names in your sheet for year-on-year comparisons.

Control groups and regional tests

If your budget allows, keep one region or audience as a control group without the campaign. Compare goal rates in PureMetrix between the landing pages with and without the campaign. Even a simple control group tells you more than looking only at the last click.

Keep end-of-campaign notes next to the PureMetrix screenshots in the shared brand folder, not only in a private chat thread.

Close every campaign with a one-line verdict based on PureMetrix: expand, improve or stop—then move the budget the same day.