It's important to measure how effective your digital marketing efforts are in promoting your Marketplace apps. Use marketing funnel insights to get an accurate view on what channels work best for your organization and how to optimize your marketing spend. Marketing funnel insights are available as part of the Marketplace licenses API reporting. The licenses API contains the following fields to help evaluate the ROI of marketing campaigns, based on last touch attribution model:
API documentation: The response now contains attribution for each license when requested with the ?withDataInsights=true query parameter. Deprecated support for ?withAttribution=true query parameter is given which will be removed soon.
Sample API response:
1 2{ "_links": { }, "licenses": [ { "addonLicenseId": "123456", "licenseId": "SEN-123456", "addonKey": "com.atlassian.marketplace.app", "addonName": "Marketplace App", "hosting": "Cloud", "lastUpdated": "2019-10-01", "licenseType": "EVALUATION", "maintenanceStartDate": "2019-11-01", "maintenanceEndDate": "2022-11-01", "status": "active", "tier": "Evaluation", "contactDetails": { "company": "S.T.A.R. Labs", "country": "United States of America", "region": "Americas", "technicalContact": { "email": "barryallen@starlabs.com", "name": "Barry Allen" } }, "attribution": { "channel": "Paid Search", "campaignName": "Marketplace App Campaign", "campaignSource": "google", "campaignMedium": "cpc", "campaignContent": "Marketplace App Campaign", "referrerDomain": "google.com" } } ] }
API documentation: The CSV export when requested with ?withDataInsights=true contains additional fields for attribution data. Deprecated support for ?withAttribution=true query parameter is given which will be removed soon.
channelcampaignNamecampaignSourcecampaignMediumcampaignContentreferrerDomainThe JSON file has the new fields similar to the get licenses API mentioned above.
In the licenses section under reports, follow these steps:
A UTM tag, also called UTM parameter, is a string of text added to a webpage URL that provides details about how a user landed on your website. For best results, please follow the recommended way of constructing a campaign. Check that you have constructed your campaign correctly by observing the UTM parameters in the website URL. Marketplace vendor partner should ensure there is no personally identifiable information (PII) data in the UTM parameters, as part of GDPR compliance.
| Tag Name | Description |
|---|---|
| Campaign source (utm_source) | A parameter to identify the source of your traffic such as: search engine, newsletter, or other referral. |
| Campaign medium (utm_medium) | A parameter to identify the medium the link was used upon ie. : email, CPC, or other method of sharing. |
| Campaign name (utm_campaign) | A parameter to identify a specific product promotion or strategic campaign such as a Back to school Sale or a campaign name |
| Campaign content (utm_content) | Optional parameter for additional details for A/B testing and content-targeted ads. If you’re A/B testing ads, then this is a useful metric that passes details about your ad. You can also use it to differentiate links that point to the same URL. |
| Campaign term (utm_term) | Optional parameter suggested for paid search to identify keywords for your ad. |
| Vendor ID (utm_vendorID) | Optional parameter for vendor details. This will help Atlassian tie the campaign to a vendor. |
Campaigns should be set as per the following recommendation. Any deviation may result in unexpected data entries:
Sample construct of a campaign:
?utm_source=twitter&utm_medium=organic_social&utm_campaign=First50email&utm_term=social_media &utm_content=video_ad&utm_vendorID=12345
Here are the marketing channels as defined by Atlassian.
| Channel | Description |
|---|---|
| Atlassian | Traffic coming from an Atlassian owned site (atlassian.com, confluence.atlassian.com, etc), from one of our products (i.e. coming to marketplace.atlassian.com from the embedded marketplace within Confluence or Jira). |
| Atlassian co-marketing | Co-marketing campaigns are run in combination with a partner where both Atlassian and the partner cross-promote each other, often based around a new feature or integration. |
| Direct | Direct visit to marketplace site (https://marketplace.atlassian.com/) by web user. |
| Marketing emails sent to existing customers or evaluators. | |
| Organic search | Listings on search engine results pages that appear because of their relevance to the search terms, as opposed to their being advertisements. |
| Other | A catch all bucket for things that do not fall in any of the above categories |
| Paid display | Graphical advertising that appears next to content on web pages across blogs, news sites and other niche websites. These display or banner ads are graphical advertising that include images, logos, rich-multimedia, audio and videos. |
| Paid search | Paid search is a form of digital marketing where search engines such as Google and Bing allow advertisers to show ads on their search engine results pages (SERPs). |
| Paid social | All forms of marketing use of social media where advertisers pay for ad placement (ex: Facebook, Linkedin, Twitter, etc...). |
| Paid other | A catch all bucket for paid content being surfaced on various forums such as developer blogs or advertisements preceding a video on a sites like youtube, tech crunch, etc. |
| Referral | Traffic from a site that isn't owned by Atlassian and isn't considered a search engine or social network. Examples include vendor partners' landing pages and articles written about Atlassian products. The page request does not have the following parameters (used for paid campaigns) specified: utm, gclid, aclk, mid. |
| Social | Traffic from social sites that isn't from paid advertisements. The page request does not have the following parameters (used for paid campaigns) specified: utm, gclid, aclk, mid |
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