Session replays can help marketing teams assess the effectiveness of campaigns by showing how users from a given campaign navigate the site and where they drop off. Whether tracking via UTM parameters or SDK-based attributes, teams can observe conversion paths, friction points, and engagement levels to refine future campaigns and identify usability issues affecting campaign performance.
Workflow
Option 1: SDK Custom Attributes
You can configure the NoibuJS SDK to pass custom attributes such as campaign = springSale or other campaign-specific values.
- Use the SDK to define and pass a campaign identifier as a custom attribute. Learn more about custom attributes.
- Filter sessions based on the custom attribute value (e.g., campaign name). Apply additional filters (e.g., funnel steps) if needed to narrow results.
- Review session playback to observe user behavior, navigation path, and conversion.
- Investigate any recurring friction or broken elements affecting conversion.
Option 2: URL UTM Parameters
If you use UTM parameters in campaign URLs, you can leverage Noibu’s URL filtering to isolate sessions.
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Filter the Sessions page by URLs containing UTM parameters (e.g., utm_campaign=springSale). Apply additional filters if needed (e.g., funnel steps) to narrow results.
- Review session playback to observe user behavior, navigation path, and conversion.
Investigate any recurring friction or broken elements affecting conversion.
Tracking Coupon Codes
In addition to tracking overall marketing campaigns, Noibu can be used to tie individual coupon codes to session replays. This can be especially useful if you receive complaints that a coupon or promotion isn't working., as you can watch the shopper's journey through your site and see what went wrong when they attempted to apply a coupon to their order. If you notice multiple sessions where this occurs, you can link the session recordings in a bug ticket to submit to your support developers.
The best way to tie sessions to a coupon or promotion is by sending a custom attribute, like coupon_id or promotion_id, through the NoibuJS SDK. Once you've enabled coupon tracking through the SDK, you can filter the Sessions table by Custom ID to find sessions where shoppers interacted with the discount.
If your company hasn't configured custom attributes through the SDK, you can still pull sessions where shoppers interacted with the coupon or promotion through Noibu's advanced filtering. Apply the User Clicks filter to review sessions where users clicked on button text, like Apply Coupon or Get $5 Off.
If you have multiple coupons or promotions running at once that use the same button text, you may have to apply additional filters, like URL or CSS Class, to weed out irrelevant sessions.
Next Steps
As you review a session replay, you may discover details or insights that should be shared with other team members for more context, prioritization, and/or optimization. Learn more about gauging the impact of a session, and how to share or action it.