Basic concepts

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Campaigns outline the advertising initiative on behalf of the client. Clients may have multiple campaigns running at the same time.


Each Campaign has specific goals that will be measured. A goal may be anything from getting new user registrations, to selling a product, to getting a collecting survey information.

Goals are arranged sequentially. For example, a parent goal may be to get the customer to place an item in their cart. The child goal will then be to get them to proceed to checkout and payment. There may be multiple descendant goals such as getting users to fill out a review for the product, and for them to recommend the product to friends of theirs. When setting up goals you can have as many parent, children, and sibling goal as you like.


There are four types of ads that can be tracked: Text ads, banners, keywords, and email. The ads represent the electronic outreach efforts of your marketing campaign.

Landing Pages

These are the pages that users will land on as a result of clicking the ads. For example if the ad is for a gardening rake, then the landing page would give the user the option to purchase it.


Channels are the various sources that will drive traffic to your landing pages. Channels may be an email list, affiliate network, or a website hosting ads.

Routing rules

These connect the channels, ads, and landing pages. Here’s how it works. A user browses on a channel, clicks on an ad, and then arrives on the landing page. The routing rules track all the various paths of navigation from channel to ad to landing.