Go measure 2011 - URL Tagging & Campaign Variables

360°Tracking Rachit Dayal Principal Consultant, Happy Marketer gplus.to/rachitdayal twitter.com/rachitdayal happymarketer.com

The Power of a Well Tracked Campaign

Track the Entire Funnel – Including Assists!

URL Campaign Variables http://www.yoursite.com/landingpage.html? utm_source=yahoo & utm_medium=cpc & utm_campaign=Jan+2011+Campaign & utm_term=my+keyword http://www.yoursite.com/landingpage.html? utm_source=twitter & utm_medium=tweet & utm_campaign=Jan+03+One+Day+Sale http://www.yoursite.com/landingpage.html? utm_source=email & utm_medium=link & utm_campaign=Jan+2011+Newsletter

Campaign Variable Basics The Source is where the visitor was sent from. Examples: google, nytimes.com, facebook.com The Keyword is the search term that you bid on (search engines only) The Ad Content should indicate the ad name, copy, or other helpful information to identify the type of ad that was clicked. Required Tags Optional Tags The Medium is the channel in which this URL is promoted. Examples: cpc, display, social, organic The Campaign should either indicate the overarching name for the marketing effort or just the specific ad campaign in which the ad lives.

How to tag a URL with variables
www.catfoodsite.com/cutevideos
utm_source =twitter & utm_medium =social & utm_campaign =icecream www.catfoodsite.com/cutevideos?

How to tag … Search Ads
Organic search visitors are already tracked
AdWords can be automatically tracked if integration is enabled
If not tagged, other paid search ad visitors are tracked as “organic”
Dimension URL Tag Recommendation Tips Source &utm_source= yahoo bing facebook Exclude http://www and .com Always use lowercase Medium &utm_medium= cpc Always use lowercase Be consistent with “cpc”, avoid using “sem”, “paid search” etc Campaign &utm_campaign= campaign-name {OrderItemId} for Bing {YSMCAMPGID} for Yahoo! Try to unify campaign names across sources for maximum effect Keyword &utm_term= actual term {keyword} for Bing {YSMKEY} for Yahoo! The brackets should dynamically insert the keyword. Testing may be required for this to function. Ad Content &utm_content= internal-ad-identifier {AdId} for Bing {YSMADID} for Yahoo! Optional

Example – Search Ads http://www.yoursite.com/landingpage.html? utm_source=Yahoo_MY & utm_medium=cpc & utm_campaign={YSMCAMPGID} & utm_term={YSMKEY}

How to tag … Display Ads Dimension URL Tag Recommendation Tips Source &utm_source= Actual placement name “ category” (if category-targeting) nytimes.com Exclude http://www Always use lowercase Medium &utm_medium= display content-text (non-search text ads) Always use lowercase Campaign &utm_campaign= campaign-name campaign-name-flight-dates Keyword &utm_term= don’t use Ad Content &utm_content= ad-copy-ad-format-size internal-ad-identifier ad-copy-target-audience Include good identification clues, image ads don’t appear in reports

Example … Display Ads http://www.yoursite.com/landingpage.html? utm_source=yahoo & utm_medium=banner & utm_campaign=Christmas

How to tag … Social Media
Use URL shorterners to mask the tagged URLs
Release different URLs on different sites (Facebook, Twitter, Youtube etc)
Google Analytics can’t track social impressions
Dimension URL Tag Recommendation Tips Source &utm_source= social network URL shortlink-url facebook twitter Exclude http://www and .com Always use lowercase Medium &utm_medium= social Exclude http://www and .com Always use lowercase Campaign &utm_campaign= promotion-name program-intent ( increase-likes ) Remind your future self what you hoped to achieve Keyword &utm_term= don’t use Ad Content &utm_content= social-“seed”/endorser content-clue-time-date-sent

Example … Social Media http://www.yoursite.com/landingpage.html? utm_source=twitter & utm_medium=socialmedia & utm_campaign=Millenium

Useful Campaign Tagging Tips
Assign just one central manager
One person reduces confusion and inconsistencies
Having one “go-to-guy/gal” spurs a lot of action
Educate different marketing teams
Tagging is a time consuming process
It feels cool to be the Analytics guru in your organization ;-)
Tag every URL, fill out all the variables
Helps future proof the data for deeper analysis
You’ll find “gems” of information

Get Started … Be a Tagging Superhero!
You DON’T need a webmaster to do this
You DON’T need a techie to do this
You just need ONE SUPERHERO to manage the process within the organization

www.HappyMarketer.com/GoMeasure
We can help you measure your online marketing efforts with optimal Google Analytics implementations
Trainings
Analytics Setup
Troubleshooting
Tagging Management

THANK YOU gplus.to/rachitdayal twitter.com/rachitdayal happymarketer.com

http://www.happymarketer.com	335
http://hanxue-it.blogspot.com	201
http://www.ditii.com	23
http://hanxue-it.blogspot.com.au	15
http://hanxue-it.blogspot.co.uk	11
http://hanxue-it.blogspot.in	8
http://hanxue-it.blogspot.ca	5
http://hanxue-it.blogspot.fr	4
http://hanxue-it.blogspot.pt	2
http://hanxue-it.blogspot.de	2
http://hanxue-it.blogspot.com.es	2
http://mj89sp3sau2k7lj1eg3k40hkeppguj6j-a-sites-opensocial.googleusercontent.com	2
http://hanxue-it.blogspot.co.nz	1
http://hanxue-it.blogspot.se	1
http://feeds.feedburner.com	1
http://www.cherrysolution.com	1
http://webcache.googleusercontent.com	1

Go measure 2011 - URL Tagging & Campaign Variables

by Happy Marketer Private Ltd on Sep 05, 2011

Accessibility

Categories

Tags

Upload Details

Usage Rights

17 Embeds 615

Statistics

Go measure 2011 - URL Tagging & Campaign Variables — Presentation Transcript