---
schema_version: "1"
id: b0cc3c119b9077316d1c6b9afa0c7fe2b9a9d496a6f9d587c135014255e524e9
title: Web Analytics Connector Scenario
collection: admin
version: current
locale: en-us
portal_url: https://docs.salesforce.com/admin/current/en-us/mktg/264-0-0/mc_wa_web_analytics_connector_scenario.md
canonical_url: https://help.salesforce.com/s/articleView?id=mktg.mc_wa_web_analytics_connector_scenario.htm&release=264.0.0&type=5
source_site: help.salesforce.com
content_type: documentation
content_hash: ecbc30f31b563f84fec09f1cfacd3f7109948716665415589137e4f2dbf8450b
description: Learn how a fictitious company, Northern Trail Outfitters, uses the Web Analytics Connector to share tracking information between Marketing Cloud Engagement and a third-party web analytics service.
products:
  - Marketing
  - Marketing Cloud Engagement
release: "264"
---
# Web Analytics Connector Scenario

Learn how a fictitious company, Northern Trail Outfitters, uses the Web Analytics Connector to share tracking information between Marketing Cloud Engagement and a third-party web analytics service.

In this example, Northern Trail Outfitters (NTO) wants to compare the effectiveness of a new campaign against an existing campaign in converting subscribers to online buyers. To identify which campaign resulted in web page activity, NTO uses Web Analytics Connector to automatically append the campaign ID to URLs in emails. This information identifies the campaign that the email is part of so NTO can identify which campaign is generating more traffic.

In Parameter Manager, NTO decides to include the campaign code in email links using the format `et_cid=[campaign code]`.

After it’s enabled, NTO includes the campaign code during the Send Wizard for an existing campaign by entering wc1 in the **Additional Info** field. Links in this email automatically contain this string at the end of the target URL: `et_cid=wc1`.

Next, NTO creates the campaign and specifies the new campaign code. When creating an email for the new campaign, NTO enters the new campaign code in the **Additional Email Attributes** field. Links in this email automatically contain this string at the end of the target URL: `et_cid=wc2`

NTO creates two groups from the mailing list. The first group receives emails from the existing campaign that includes URLs tagged with `et_cid=wc1`. The second group receives emails from the new campaign that includes URLs tagged with `et_cid=wc2`.

As subscribers click email links, the web analytics service shows which campaign drove webpage traffic. This tracking is based on the `et_cid` value in the target URL of the link. The web analytics service continues to track the activities of the subscribers. For example, it can indicate whether a site visit resulted in a purchase and if so, what the purchase value was. NTO uses this data to compare the effectiveness of their campaigns.

NTO expands their campaigns with SMS messages and Social Forward functionality. They include the campaign codes in URLs to track clicks from those sources, which expand their understanding of campaign effectiveness.