Sometimes out of the box campaign reporting is not enough and dashboards incorporating the various campaigns must be built.

Examples of this are,

1. multiple web campaign tracking tools are used and they don’t have the same naming convention.
2. Combine a web campaign with an outbound/inbound phone campaign or a mail campaign

Combine a web campaign with the billing system to determine revenue conversion.

To determine what’s working (and what’s not) and where the investments should be. Because mental tracking only works to a point and exact trend numbers are difficult to calculate.