Google Analytics Campaign Tracking Fundamentals

CAMPAIGN TRACKINGFUNDAMENTALS MARCH 8TH & 9TH, 2012 SAN FRANCISCO, CAKayden KellyFounder, Managing Directorwww.blastam.com

OBJECTIVES1) Tagging Overview2) Tag Speciﬁcations3) Troubleshooting+Bonus Analysis Tips 2

OBJECTIVES1) Tagging Overview2) Tag Speciﬁcations3) Troubleshooting 3

BENEFITSof Campaign Tracking 4

Without tagging, all visitors appear to come through as“organic,” “referral,” or “direct” 5

Direct, Referral, Email, CPC, &other campaigns mix together 6

GAUGE | March 2012Campaign Tracking Fundamentals $ Direct 7

GAUGE | March 2012Campaign Tracking Fundamentals $ Inﬂated Direct 8

GAUGE | March 2012Campaign Tracking Fundamentals $ Direct $ Email 9

Optimal accountability is achieved whensee each marketing campaign separately 10

How doesCampaign Tracking work? 11

GAUGE | March 2012Campaign Tracking Fundamentals Campaign measurement is performed by adding tags to your destination URLs http://www.medicare.gov?utm_medium=cpc &utm_source=bing&utm_campaign=brand- branded_keywords&utm_content=are_you_eligible_for_ medicare&utm_term=medicare_eligibility 12

GAUGE | March 2012Campaign Tracking Fundamentals http://www.medicare.gov ?utm_medium=cpc &utm_source=bing &utm_campaign=brand-branded_keywords &utm_content=are_you_eligible_for_medicare &utm_term=medicare_eligibility 13

GAUGE | March 2012Campaign Tracking FundamentalsSee allpost-clickperformance inone place 14

GAUGE | March 2012Campaign Tracking FundamentalsONLYAdwords CPC “pre-click”data available in GA 15

GAUGE | March 2012Campaign Tracking FundamentalsAll campaigns need to be taggedin order to be tracked in Google Analytics 16

Campaign TaggingSTANDARDS 17

GAUGE | March 2012Campaign Tracking FundamentalsBe consistent(standardized tag names will make futureanalysis easier and more effective) 18

GAUGE | March 2012Campaign Tracking FundamentalsAlways use lowercase(Note: we always added acustom proﬁle ﬁlter in GoogleAnalytics to enforce lowercase) 19

GAUGE | March 2012Campaign Tracking FundamentalsSpaces can be tricky due to necessaryURL encodingutm_campaign=open%20enrollment 20

GAUGE | March 2012Campaign Tracking FundamentalsUNDERSCORESUse underscores in place of spacesutm_campaign=open_enrollment 21

GAUGE | March 2012Campaign Tracking FundamentalsUse dashesto separate values in a tagutm_campaign=open_enrollment-blog_post 22

GAUGE | March 2012Campaign Tracking FundamentalsDon’t use punctuationlike commas, question marks, periods,colons, semicolons, etc in campaigntags (unless it is for a site URL) 23

GAUGE | March 2012Campaign Tracking FundamentalsKeywords = KEYWORDSDon’t use anything butkeywords in the keyword ﬁeld 24

GAUGE | March 2012Campaign Tracking FundamentalsDon’t use agency names ascampaign namesUse true campaign names for effective multi-directionalanalysis.If necessary, add agency name after campaign name(e.g. utm_campaign=campaign_name-agency_name). 25

GAUGE | March 2012Campaign Tracking Fundamentals If you link to a micro-site or external site ! that is under your control make sure cross domain tracking is in place. Be careful about 301, 302, ad serving and meta refresh redirects that will lose campaign tracking. 26

Campaign TaggingTOOLS 27

GAUGE | March 2012Campaign Tracking FundamentalsGoogle URL Builder: http://blast.am/urlbuilderCampaign tagging spreadsheet to simplify taggingespecially for paid search 28

Campaign TaggingRequirements 29

GAUGE | March 2012Campaign Tracking FundamentalsRequired Tags Source is where the visitor was sent from. Examples: google, nytimes.com, facebook.com Medium is the channel through which the visitor arrived at your site. Examples: cpc, display, social, organic Campaign should either indicate the overarching name for the marketing effort or just the speciﬁc ad campaign in which the ad lives. 30

GAUGE | March 2012Campaign Tracking FundamentalsOptional Tags Keyword is the search term that you bid on (search engines only) Ad Content should indicate the ad name, copy, or other helpful information to identify the type of ad that was clicked. 31

Tagging OverviewAny Questions? ? 32

GAUGE | March 2012Campaign Tracking FundamentalsEmail Campaign Tag SpecsExample Email Campaign Tagged Linkhttp://www.domain.com/?utm_medium=email&utm_source=newsletter-creativeprolist&utm_campaign=salesandpromo-make_it_surprising-hurry&utm_content=09am-08_20_11-creativepro-bodyExample Email Reminder Tagged Linkhttp://www.domain.com/my/book/widgets?utm_medium=email&utm_source=reminder-2&utm_campaign=your_book_is_ready_to_order&utm_content=body 34

GAUGE | March 2012Campaign Tracking Fundamentals 1 1 Header Navigation Links Specify header navigation in “Ad Content” tag. http://www.domain.com? utm_medium=email&utm_source=newsletter- creativeprolist&utm_campaign=salesandpromo- make_it_surprising- hurry&utm_content=09am-08_20_11-header 35

GAUGE | March 2012Campaign Tracking Fundamentals 2 Content Link Specify content area in “Ad Content” tag. http://www.domain.com?utm_medium=email &utm_source=newsletter- 2 creativeprolist&utm_campaign=salesandpro mo-make_it_surprising- hurry&utm_content=09am-08_20_11-body 36

GAUGE | March 2012Campaign Tracking Fundamentals 3 3 Standard Footer Links Specify footer in “Ad Content” tag. http://www.domain.com? utm_medium=email&utm_source=newsletter- creativeprolist&utm_campaign=salesandpromo- make_it_surprising- hurry&utm_content=09am-08_20_11-creativepro- footer 37

GAUGE | March 2012Campaign Tracking FundamentalsPaid Search Campaign Tag SpecsExample Paid Search Campaign Tagged Linkhttp://www.domain.com/?utm_medium=cpc&utm_source=bing&utm_campaign=us_wedding_album&utm_term=wedding_album&utm_content=make_your_own_photo_book 38

GAUGE | March 2012Campaign Tracking FundamentalsSite Placements Campaign Tag Specs 39

GAUGE | March 2012Campaign Tracking FundamentalsSite Exampleshttp://www.domain.com/?utm_medium=display&utm_source=youtube.com-photography&utm_campaign=us_photo_books&utm_content=make_it_surprising-save_25_percent-300x250Facebook Site Examplehttp://www.domain.com/?utm_medium=display&utm_source=facebook-55_70_demo&utm_campaign=us_photo_books&utm_content=make_it_surprising-save_25_percent-300x250Ad Network Examplehttp://www.domain.com/?utm_medium=display&utm_source=doubleclick&utm_campaign=us_photo_books&utm_content=make_it_surprising-save_25_percent-300x250Category Content Targeting Examplehttp://www.domain.com/?utm_medium=display&utm_source=category-photography&utm_campaign=us_photo_books&utm_content=make_it_surprising-save_25_percent-300x250 40

GAUGE | March 2012Campaign Tracking FundamentalsSocial Campaign Tag Specs 41

GAUGE | March 2012Campaign Tracking FundamentalsSocial Campaign Tag SpecsExample Social Campaign Tagged LinksFacebook Examplehttp://www.domain.com/?utm_medium=social&utm_source=facebook&utm_campaign=awareness-photo_bookTwitter Examplehttp://www.domain.com/?utm_medium=social&utm_source=twitter&utm_campaign=awareness-photo_book 42

GAUGE | March 2012Campaign Tracking FundamentalsAffiliate Campaign Tag SpecsExample Afﬁliates Campaign Tagged Linkhttp://www.domain.com/?utm_medium=afﬁliate&utm_source=shareasale.com&utm_campaign=us_wedding_album&utm_content=232342 43

GAUGE | March 2012Campaign Tracking FundamentalsFeed Campaign Tag Specs 44

GAUGE | March 2012Campaign Tracking FundamentalsFeed Campaign Tag SpecsExample Feed Campaign Tagged Linkhttp://www.domain.com/?utm_medium=feed&utm_source=feedburner&utm_campaign=feeds.feedburner.com/domainblog-domainerati&utm_content=google_reader 45

GAUGE | March 2012Campaign Tracking FundamentalsProduct Feed/Search Campaign Tag SpecsExample Product Feed/Search Campaign Tagged Linkhttp://www.domain.com/?utm_medium=feed&utm_source=google_product_search&utm_campaign=salesandpromo-summer_discounts 46

GAUGE | March 2012Campaign Tracking FundamentalsApplication Campaign Tag SpecsExample Applications Campaign Tagged Linkhttp://www.domain.com/?utm_medium=app&utm_source=booksmart&utm_campaign=booksmart-in_app_link&utm_content=pc-v3.2.10.6 47

GAUGE | March 2012Campaign Tracking FundamentalsMobile (App) Campaign Tag SpecsExample Applications Campaign Tagged Linkhttp://www.domain.com/?utm_medium=app&utm_source=domainmobile&utm_campaign=domainmobile-in_app_link&utm_content=c102-plushttp://www.domain.com/?utm_medium=app&utm_source=domainmobile&utm_campaign=domainmobile-mobile_share&utm_content=c102-plus 48

GAUGE | March 2012Campaign Tracking FundamentalsPress Release Campaign Tag SpecsExample PR Campaign Tagged Linkhttp://www.domain.com/?utm_medium=pr&utm_source=prweb.com&utm_campaign=awareness-event&utm_content=palm_springs_photo_festival Note: Page/Folder redirects, Vanity Campaign URL or URL shortener recommended to avoid complex URLs/links in PR so that you can cleanly include campaign tracking tags in PR. 49

GAUGE | March 2012Campaign Tracking FundamentalsOffline Campaign Tag Specs 50

GAUGE | March 2012Campaign Tracking FundamentalsOffline Campaign Tag SpecsExample Ofﬂine Campaign Tagged Linkhttp://www.domain.com/?utm_medium=ofﬂine&utm_source=outdoor&utm_campaign=us_wedding_album&utm_content=make_photo_book-005021-14x48 51

GAUGE | March 2012Campaign Tracking FundamentalsQR Campaign Tag Specs 52

GAUGE | March 2012Campaign Tracking FundamentalsQR Campaign Tag SpecsExample QR Campaign Tagged Linkhttp://www.domain.com/?utm_medium=qr&utm_source=vehicle&utm_campaign=awareness-photo_book&utm_content=vehicle123123 Helpful Info: Google URL shortener http://goo.gl can be used to create QR codes. 53

GAUGE | March 2012Campaign Tracking FundamentalsTV Campaign Tag Specs 54

GAUGE | March 2012Campaign Tracking FundamentalsTV Campaign Tag SpecsExample TV Campaign Tagged Linkhttp://www.domain.com/?utm_medium=tv&utm_source=nbc-bravo-dish&utm_campaign=awareness-photo_book&utm_content=weekday-prime_time-print_your_story-30_seconds Note: Page/Folder redirects, Vanity Campaign URL or URL shortener recommended to avoid complex URLs/links in TV commercials/etc so that you can cleanly include campaign tracking tags in TV medium. 55

GAUGE | March 2012Campaign Tracking FundamentalsRadio Campaign Tag Specs 56

GAUGE | March 2012Campaign Tracking FundamentalsRadio Campaign Tag SpecsExample Radio Campaign Tagged Linkhttp://www.domain.com/?utm_medium=radio&utm_source=clearchannel-k101&utm_campaign=awareness-photo_book&utm_content=weekend-morning_drive-make_facebook_book Note: Page/Folder redirects, Vanity Campaign URL or URL shortener recommended to avoid complex URLs/links in Radio commercials/etc so that you can cleanly include campaign tracking tags in Radio medium. 57

GAUGE | March 2012Campaign Tracking FundamentalsCampaign MEDIUMS REFERENCE •cpc •pr •display / cpm / content-text •ofﬂine •social •qr •afﬁliate •tv •feed •radio •badge / widget •email •appDo not create mediums other than those listed unless carefully thought through andshared with other team members. 58

GAUGE | March 2012Campaign Tracking Fundamentals It is very important ! that mediums are kept to a small set for optimal analysis. 59

Tag SpeciﬁcationsAny Questions? ? 60

GAUGE | March 2012Campaign Tracking FundamentalsTroubleshootingLive campaigns are not showing up in Campaignreports • Does the landing page have working Google Analytics page tags? • Is there a re-direct that is stripping the campaign tags from the URL? • Has it been at least 24 hours? (possibly a time lag in reporting) 62

GAUGE | March 2012Campaign Tracking FundamentalsTroubleshootingCampaigns aren’t reporting conversions, but I knowthey have some • Do you have goals set up in Google Analytics? • Do all conversions appear to be attributed to your own domain name? If so, there may be a key page missing Google Analytics page tags. 63

GAUGE | March 2012Campaign Tracking FundamentalsTroubleshootingParts of my campaign tag (term, ad content, etc) aren’tappearing • Are all campaign tags present in the destination URL within your ad serving tool? 64

GAUGE | March 2012Campaign Tracking FundamentalsTroubleshootingInconsistent capitalization is making analysis difficult • Consider ‘custom profile filters’. • Choose “lowercase” • and then apply it to: • ‘campaign medium’, • ‘campaign term’, • etc to force them all to lowercase 65

GAUGE | March 2012Campaign Tracking FundamentalsTechnical Testing via Tracking Pixel Tool Recommendation: You can use any of the recommended tools described here: http://code.google.com/apis/analytics/docs/tracking/ gaTrackingTroubleshooting.html#debuggingTools. Easiest to use GA tracking code debugger for Chrome 66

GAUGE | March 2012Campaign Tracking FundamentalsTechnical Testing via Tracking PixelLooking at utmcc parameter on __utm.gif tracking pixel request...You can analyze __utmz value within this parameter same way as describedwhen looking at cookie values.GA Debugger for Chrome however, renames to friendly parameter names.Example of GA Debugger for Chrome tool output: 67

GAUGE | March 2012Campaign Tracking FundamentalsTechnical Testing via Cookies Tool Recommendation: Use a browser plugin for Firefox Note: Each time your called Web Developer Toolbar. campaign tracking parameters change, the values in the After installed, it has a toolbar option called Cookies __utmz will change. This is where you can View Cookie Information for the current starting a new page. You can also delete all of your cookies relative to session in GA. a domain/page with this tool, which is very handy when testing. 68

GAUGE | March 2012Campaign Tracking FundamentalsTechnical Testing via CookiesAfter you load your UTM tagged URL, take a look at your browser cookies relative to the domain you areon and look for the __utmz cookie. After a string of numbers in the front, youll see a utmcsr, utmccn,utmcmd, and possibly a few others. The full list is below with a description for each. utmcsr - Source utmctr - Term utmccn - Campaign Name utmcct - Content utmcmd - Medium 69

TroubleshootingAny Questions? ? 70

GAUGE | March 2012Campaign Tracking FundamentalsQuick Tips to Analyze Email Campaigns Where to ﬁnd Campaign Data In the ‘new interface’ of Google Analytics, go to the ‘Standard Reporting’ tab and drill-in to the Campaigns Report by following this path: Trafﬁc Sources > Sources > Campaigns 71

GAUGE | March 2012Campaign Tracking Fundamentals 1 Email DataAnalyze by Campaign Medium This view of email campaign data would not be available without campaign tracking 1 72

GAUGE | March 2012Campaign Tracking FundamentalsAnalyze by Campaign Source 73

GAUGE | March 2012Campaign Tracking FundamentalsAnalyze by Campaign & Ad Content 74

Thank you!

Google Analytics Campaign Tracking Fundamentals

by Kayden Kelly

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