WHY IT MATTERS:
A campaign website is only useful as long as it gets used. Campaign staff need to be able to easily edit pages, add new content, create & manage events, etc. New content gives everyone new reasons to return to the website. Also, part of the reason it’s so valuable to consolidate all of these front-end features into one ecosystem is to encourage visitors to do things, and keep returning to the website to do more things. The goal is to drive all user traffic to one web property where conversion data can be properly collected and analyzed in order to develop actionable insights to continually optimize the campaign’s digital strategy and tactics.
Additionally, having signed-in users allows for better analytics data collection, as a unique User-ID can be associated with the user’s activity. So, when a user visits the website on different devices or starts a new session, you can identify them as a the same user instead of counting a new user. By being able to more accurately attribute acquisitions to conversions, as well seeing what your users do in between those critical touchpoints, you gain a better understanding of the overall user journey for your most active and valuable supporters.