Measure which campaign really delivers results.

Overview

How do campaigns work in Statora?

A campaign groups all visits and results for a promotion. Within a campaign you can create multiple link variants to compare channels or ads separately.

Basic setup

Start in five steps

1. Install the general Statora tracking code first.Go to Websites and place the tracking code on every page of your website.
2. Open Campaigns and choose your website.Every campaign belongs to exactly one website.
3. Create a campaign.Enter a unique name, the goal and the landing page. Start date, end date, costs and note are optional.
4. Share the generated URL.Statora automatically adds a unique code, for example ?campaign_id=93939391.
5. Set up a conversion when needed.You do not need to do anything extra for page views. For sales, downloads, leads, sign-ups and other conversions, place a browser conversion or use the server-side API.

Compare channels

Default links, link variants and UTM fields

Every campaign gets a default link when created. Use it when one shareable URL is enough. Want to know which channel or ad performs best? Add link variants.

Each variant has its own eight-digit code and can contain UTM fields:

utm_source

The source, for example linkedin, newsletter or flyer.

utm_medium

The channel type, for example paid-social, email or qr.

utm_campaign

A recognizable campaign name, for example zomer-2026.

utm_content

Optional distinction between variants, for example visual-a.

utm_term

Optional keyword or audience.

https://voorbeeld.nl/aanbieding
  ?utm_source=linkedin
  &utm_medium=paid-social
  &utm_campaign=zomer-2026
  &campaign_id=93939391

Choose goal

Which conversion goal do you use?

Besides sale and download also lead, signup and conversion. This lets you measure quote requests or registrations, for example.

Simple integration

Place browser conversions

A browser conversion is a small piece of JavaScript that you run after the action completes successfully. The general Statora tracking code must already be present on the page.

Track a sale

<script>
  Statora.trackConversion("sale", {
    value: 49.95,
    orderId: "ORD-123"
  });
</script>

Track a download

<script>
  Statora.trackConversion("download", {
    externalReference: "BROCHURE-2026"
  });
</script>

Measure lead, sign-up or other conversion

<script>
  Statora.trackConversion("lead", {
    externalReference: "LEAD-123"
  });
</script>

Use for other actions signup or conversion as the first argument.

Reliable conversion measurement

Use server-side conversions

For important conversions, server-side measurement is the best choice. Your backend sends the confirmation directly to Statora once an action is final, for example after a payment, registration or processed lead. That means you do not depend on a browser window, ad blocker or thank-you page.

1. Open Campaigns and choose your website.
2. Give the integration a recognizable name and click Create new API key.Use for example WooCommerce productie or CRM testomgeving. The key is shown once. Store it as a secret in your backend configuration.
3. Send a POST request after a successful conversion.
4. Use a unique order reference.The database rejects duplicate registrations for the same campaign.

curl -X POST "https://statora.nl/api/campaign-conversions" \
  -H "Content-Type: application/json" \
  -H "X-Statora-Key: statora_jouw_geheime_sleutel" \
  -d '{
    "siteKey": "jouw-site-id",
    "campaignCode": "93939391",
    "conversionType": "sale",
    "externalReference": "ORD-123",
    "value": 49.95
  }'

View code examples for C#, WordPress, PHP, Python, Java and Node.js.

Reading results

What do the numbers mean?

Visits

The number of measured sessions linked to the campaign within the selected period.

Visitors

The number of unique visitors within those visits.

Conversions

The number of recorded actions, such as sales, downloads or leads.

Conversion rate

The percentage of visits that led to a conversion.

Revenue

The sum of all supplied conversion values.

Average order

The average revenue per recorded conversion.

ROAS

Revenue divided by campaign costs. A ROAS of 3,00 means three euros of revenue for every euro invested.

Use the period filter at the top of the campaign page to compare results over 7, 30, 90 or 365 days. With the status filter you can view active and archived campaigns separately.

How the integration works

Attribution and privacy

Statora uses last campaign click: the last visited Statora campaign link determines which campaign a later visit and conversion are assigned to. The campaign code remains in the browser local storage for up to 30 days.

A code can refer to the default campaign link or to a specific link variant. When a campaign is paused, expired or archived, new visits are no longer linked to that campaign.

Checklist

Troubleshooting

No visits appear

Check whether the general tracking code is on the landing page, whether the domain under Websites is correct and whether the URL contains the exact parameter campaign_id contains.

A campaign does not count new visits

Check that the campaign is active, not archived and within the configured start and end date.

Conversions are missing

Check that the conversion only runs after a successful action and that the visitor previously arrived through a campaign link.

Server-side API returns 401

Check the header X-Statora-Key. Generate a new key if you are not sure which key is active.

An integration needs to stop temporarily

Block the related API key in the campaign overview. You can unblock it later without placing a new key in your integration.

Server-side API returns 404

Check whether siteKey and campaignCode belong to the same website.

An order is only counted once

That is intentional. The same order reference cannot be registered twice within one campaign.

Reference

Glossary

Campaign

The overall promotion whose results you want to measure.

Link variant

A separate measurable URL within a campaign, intended for a specific channel or ad.

Campaign code

The public eight-digit code in the URL after campaign_id.

API key

A secret code that only your backend may use to send server-side conversions. Create a separate named key for each integration.

UTM

Standard URL fields that keep marketing channels recognizable, also outside Statora.