# Campaigns

Measure the performance of your campaigns.

> **Tracking required**
>
> Track the [Order placed](/reference/event/types/ecommerce/order-placed) event to feed revenue data into this widget.

This widget displays your top 10 marketing campaigns ranked by performance, grouped by [UTM parameter](https://en.wikipedia.org/wiki/UTM_parameters) (medium, source, campaign, term, or content).

You can use the currency and data filters to narrow results, making it easier to analyze performance across different marketing strategies.

## Metrics

![Campaigns widget](/assets/reference/analytics/application/campaigns.png)

The chart includes:

1. **Currency**\
   A filter to show orders in a specific currency from sessions attributed to each campaign. Values are never aggregated across currencies.
2. **Campaigns**\
   Displays the top 10 campaigns grouped by UTM parameter (source, medium, campaign, content, and term).
3. **Users**\
   The total number of users who landed on the application through the campaign.
4. **Sessions**\
   The total number of sessions initiated through that campaign.
5. **Conversion rate**\
   The percentage of sessions that resulted in an order.
6. **Orders**\
   The total number of orders placed by users coming from that campaign.
7. **Revenue**\
   The total revenue from completed orders generated by each campaign.

## Interpretation

This chart helps you evaluate how effectively your campaigns drive revenue.

By comparing performance across campaigns, you can uncover which channels, media, or specific strategies deliver the best return on investment (ROI). Tracking these metrics over time also reveals trends such as campaign fatigue or seasonal peaks, enabling you to refine your marketing strategies and gain optimization insights to create or adapt experiences.

Learn how we calculate the [conversion rate](/reference/analytics/application/conversions/widgets/order-conversion-rate) metric.

### What the number tells you

Here are some common insights you can get from this widget:

- High user and session counts with low conversion rate may indicate strong reach but weak relevance or user intent. Review your landing pages or messaging alignment to uncover opportunities to create new segment content for this audience, as they are interested enough to visit your application but are not converting once they get there.
- High conversion rate and revenue suggest that the campaign is effectively targeting the right audience with compelling offers or content.
- A low number of users but high revenue may indicate niche campaigns that attract fewer users but deliver high-value customers.
- Variation across campaigns helps identify which sources (e.g., social, email, paid search) perform best, guiding future campaign investment and optimization experiences.

## Explore

- [Events](/reference/event/overview#event-types): Learn how to track user events for analytics and personalization.
- [Audiences](/explanation/audience): Understand how to delivery content to specific groups of users.