Any commercial enterprise that wants to be successful wishes to know which advertising and marketing strategies are effective to their clients, individuals and target market.
Marketing campaign monitoring is a fundamental part of digital advertising and marketing reporting. Without tracking there’s no way to know if a marketing campaign is a success or if it is losing money.
Marketers can use parameters appended to a link that points to a given URL. These parameters are then associated with each visitor who clicks the link. This can permit the website to track the consumer behaviour related to any mixture of the parameters.
Defining how to with most success track campaigns will permit marketers to even more specifically determine which activity and channels are most impactful for driving such activity. That’s how future marketing plans can be even more effective on ROI.
Using Google Analytics
The best and most common tool for tracking is, of course, Google Analytics and you need to get sure that GA gets as much relevant information as possible about how your campaigns across all channels are generating visits.
The tracking standard used by GA is called UTM parameters.
Adding UTM parameters to the URL in links is the method used to tell Google Analytics where the visit is coming from, overriding GAs own efforts to infer the information.
Once built, a typical UTM url will look something like this:
Campaign Tracking Parameters
You can collect information about the overall efficiency of campaigns by adding parameters to the destination URLs – allowing you to track campaigns by:
Campaign Source – sets the referrer of the site visits e.g. twitter
Campaign Medium – sets the marketing medium e.g. social
Campaign Name – sets the campaign name dimension in reports e.g. boat-trip-blue-cave-100off-tourist-in-split-2019-05-01
Campaign Term – sets the term dimension in reports, used usually to signify how the content is targeted e.g. keyword
Campaign Content – sets the content dimension in report e.g. offer-ad
These are the required parameters that should be set for all campaigns!
Campaign Tracking Parameters
Sets the referrer of the site visits e.g. twitter.
The list of sources is endless but will likely include: Google, Facebook, Direct, Website, Marketing Cloud etc…
Sets the marketing medium e.g. social.
Referral – the default medium if nothing else is set
None – traffic with no referring medium i.e. direct traffic
Not Set – where GA is unable to determine the origin of the traffic
Organic – non-paid traffic from search engines e.g. google, bing
CPC – cost per click and the typical categorisation of paid traffic
Email – traffic via email links
Social – links from posts on social media websites
Sets the campaign name dimension in reports e.g. “boat-trip-blue-cave-100off-tourist-in-split-2019-05-01”
The campaign name is where you can directly control how easy it is to report on your campaigns. We have set up the campaign name to build from 4 data inputs:
Category – boat trip
Product – blue cave
Offer – 10off
Audience – tourist in Split
Sets the term dimension in reports, used usually to signify how the content is targeted.
- Google AdWords automatically sets this to the keyword (for paid search), provided that auto-tagging is enabled
Sets the content dimension in report e.g. offer ad.
- Used to identify the specific ad or creative
- The term is useful when you want to separate users who have responded to the
- same campaign but in different ways (a simple example is header or footer link in the same email)
There is no need to add UTMs on internal links as the information on where the traffic originated will be lost.
Guidelines for Tagging URLs
Adding UTM parameters is relatively easy, though ensuring you are consistent is more difficult. Below are recommended guidelines to follow:
Tag Traffic you have best control of – e.g. email, PPC, social & display campaigns
Tag Consistently e.g.
- Naming conventions
- Set source tag to the name of the channel referrer e.g. dotmailer, mailchimp, salesforce
- Set a medium tag to clearly identify paid activity
- Set campaign names consistently from the data inputs
- Configure campaign name to use a campaign date
- Avoid using spaces, % signs and underscores (hyphens are fine)
There are 4 key filterable dimensions available for you to search.
Source – twitter
Medium – social
Campaign – boat-trip-blue-cave-100off-tourist-in-split-2019-05-01
Term – ///
These dimensions can then be used in a number of ways to filter reporting:
- Manual filtering in GA
- Creating Segments in GA
- Data studio filtering
GA Manual Filtering
If your tagging is consistent then you can answer individual, on the spot questions by applying filters in reports with the simple or advanced search tool.
Consider creating segments for ‘slices’ of traffic that you will want to track on a regular basis
A segment might identify all traffic with a Campaign name containing ‘boat-trip’, with a Medium of ‘email’
You can switch to viewing segments that you create in almost all GA reporting views
To do next:
• agree which campaigns to apply monitoring (tracking) on
• decide on phrases for Source, Medium, Campaigns
• when posting a brand new campaign with a hyperlink, create a tracking url
• evaluate effect inside GA