How We Helped a Pet Brand Make Their Campaigns Measurable (Without the Spreadsheet Chaos)
A precision-built framework for tracking what matters, stitching media to on-site behavior, and finally making campaign performance make sense.
The Situation
A premium pet food brand was preparing to scale its media investment across digital, programmatic, social, and retail channels. Growth was the mandate: increase brand awareness, regain share of voice, and drive long-term household penetration. But there was a critical gap—no consistent measurement strategy, and no scalable way to tie media delivery to on-site behavior.
Creative-level insights were out of reach. Naming was inconsistent across platforms. UTM tracking was manual and error-prone. Everyone wanted to learn from the campaign—but the foundation wasn’t built for it.
What We Did
Measurement Strategy Architecture
Mazava was brought in to build a campaign measurement framework and design a taxonomy and tracking structure that would enable:
Alignment between media performance metrics and business goals
Consistent and scalable campaign naming conventions
Granular stitching between media delivery and site engagement—down to the creative level
Future readiness for A/B testing, audience segmentation, and campaign optimization
We didn’t start with a dashboard—we started with impact. The framework connected marketing OKRs (like unaided awareness, consideration lift, and purchase intent) to campaign-level metrics across paid, owned, and earned channels. We structured performance tracking around:
Brand KPIs — awareness lift, consideration intent, and brand alignment (via third-party research)
Media KPIs — delivery efficiency, cost per engaged session, reach among high-value audiences
Conversion KPIs — behavior-based site actions tracked through GA4 (e.g., product views, tool usage, retail locator activity)
KPIs were clearly sourced—brand study, platform data, GA4 e-commerce behavior—and structured to inform both optimization and storytelling.
Advanced Taxonomy & Naming System
We built a hierarchical taxonomy rooted in how media actually gets planned and trafficked. Every layer—from Campaign to Placement to Creative—was standardized using consistent logic across:
Initiative name, fiscal period, objective, and funnel stage
Channel, tactic, and audience segment
Creative format, CTA, versioning, and test/control structure
The taxonomy wasn't just for trafficking—it enabled consistent tagging, streamlined reporting, and easy roll-ups across platforms like DV360, Meta, and Amazon.
Dynamic Parameter Tracking Strategy
To enable session stitching between ad delivery and on-site behavior, we developed a dynamic URL parameter strategy using platform-level macros.
Auto-inject campaign and creative IDs into URLs (e.g.,
utm_campaign={campaignid},utm_content={creativeid})Eliminate the need for manually coded UTMs
Pass structured naming data into GA4 and CDPs for post-click analysis
We also provided fallback conventions for platforms that didn’t support macros, ensuring no gaps in tracking continuity.
The Outcome
More than just a measurement plan and some click-trackers, we built a future-proof system. The brand and its agency walked away with:
A shared, business-aligned framework for evaluating campaign performance
A clean, consistent naming system usable across teams and tools
A dynamic, low-lift tracking strategy that stitched creative delivery to site behavior—at scale
It was built to evolve. Ready for testing. And finally, built to learn.
Why It Matters
Great campaigns die in bad structure. Without a clean taxonomy, aligned KPIs, and dynamic tracking, even the smartest media plans generate noise instead of insight. This work turned chaos into clarity—making performance measurable, optimization possible, and learning automatic. Tagging things right is critical, but not enough—it’s about building a system that actually tells you what’s working, and why.
If your campaign structure can’t power optimization, what’s the point? We help brands build the infrastructure that makes performance measurable—and meaningful.
If your taxonomy can’t support creative-level tracking, it’s not a real taxonomy.
Let’s fix that.
