How campaign codes work
Developing a campaign code in Piano Management + Billing is simple. To create a "holiday2017" campaign code your marketing team would need only add “?tpcc=holiday2017” to the end of any URL linking the user from the marketing material — for example a banner ad — to a Piano offer template or any other landing page on your site that's running Piano's JavaScript. The "holiday2017" campaign code would then show up in your Subscription Management + Billing conversion reports, enabling you to appropriately attribute the sale to that marketing initiative.
Campaign codes can be named anything you like (e.g. summersale, offer14, newsletterspecial). It's the "?tpcc=" part of the URL that triggers campaign code tracking; the text that follows that formulation simply makes it so you can distinguish one marketing effort from another when analyzing reports.
Please note, that based on your website's setup, you might need to add a forward slash to the end of your URL prior to adding the campaign code. For example: https://www.example.com/article/?tpcc=test as opposed to https://www.example.com/article?tpcc=test
Also, the URL string which contains the campaign code needs to be included in the targetting of your Effective Pages card setup.
If a user clicks on a URL that includes a campaign code, Piano sets a cookie on the user’s browser for 90 days. If that user sees the same marketing campaign twice, the cookie will be extended an additional 90 days. During the checkout process, Piano then looks for all cookies that start with "tpcc=" and records each campaign code associated with that user. Once the user converts on a term, the conversion is fractionally attributed to all campaigns that the user encountered in the 90 days prior to converting. For example, if the user clicked on both a Valentine’s Day offer and a St. Patrick's Day offer, the conversion would be allocated .5 to each campaign. If you have enabled cookie expiration, the cookie will expire based on the rules you have configured.
To sum up, we use the linear attribution model. The conversion is distributed equally across all campaigns the user has viewed in the last 90 days.
There is no specific order in which the campaign codes are listed in the Subscription log report download. The order may depend on multiple factors, for example, the time when the campaign code is stored in our database, how many experiences are being executed that include the URL with the campaign code and others.
Measuring campaign conversion and retargeting
To evaluate the success of any given campaign in converting users, marketers can visit Reports→Conversion from the Piano dashboard. In the campaign codes section of the report, campaigns are ranked by the number of attributable conversions. You will also be shown how many days on average it took users to convert by campaign.
You can also easily retarget users who saw particular campaigns by inputting the campaign name in the "Campaigns Viewed" section of Composer's user segmentation card.
When targeting a campaign in Composer using the "Campaigns viewed" input field, you should enter only the name of the campaign. For instance, if your campaign URL includes the parameter ?tpcc=summersale, you should enter "summersale" in the input field.
Or you can use campaign codes to create a special experience for a particular cohort of users, like newsletter subscribers.