The Ultimate Easy-Peasy Guide to Tracking Inbound & Internal Marketing Campaigns, P. I

HOWTOTRACK EXTERNAL
AND INTERNAL MARKETING
CAMPAIGNS USINGTAGS
PART 1
CampaignTrackly UTM tags, CustomTagsTraining
1
CampaignTrackly.All rights reserved. Visit us at https://app.campaigntrackly.com

WE ALL KNOWTHAT
TRACKING IS A MUST…
“Well deﬁned & accurate analytics data = better insights+ better marketing”
“A BENCHMARK FORYOU: IFYOU ARE NOT SPENDING 30%
OFYOURTIME WITH DATA, MS./MR. MARKETER,YOU’LL FAIL
TO ACHIEVE PROFESSIONAL SUCCESS.”
Avinash Kaushik

…BUTTHERE ARETOO MANY
REPORTING OPTIONS
Google Analytics is a powerful platform, but which reports do I
actually need to be successful at my job? Where do I start?

LET’S START ATTHE BEGINNING
AND GETTHINGS SORTED
With this Step-by-Step Guide

INTHIS GUIDE….
• We will explain internal versus external marketing campaigns (Part 1)
• We will explain how you use UTMs to tag & track external campaigns
(Part 1)
• We will explain how you use PROMOS to track internal campaigns (Part
2)
• We will show some use examples and will provide you with helpful
dashboards and reporting examples (Part 2)

STEP I
• External campaigns -
where we run promotions
on external websites, like
google.com (adwords
campaigns), twitter.com
(social tweet campaigns),
LinkedIn.com, etc.
6
Let’s deﬁne external (inbound) and internal
marketing campaigns
• Internal campaigns -
where we run
promotions on our own
website, like home page
banners, category page
banners, buttons, calls to
action, etc.

LET’S SEE SOME CAMPAIGN
EXAMPLES
7

On Twitter.com
EXTERNAL CAMPAIGNS
On Facebook.com
On YouTube.com

On Google Display Network
EXTERNAL CAMPAIGNS
On Paid Directories
On News Outlets

On Your Blog Pages
INTERNAL CAMPAIGNS
On Your Category Pages
On Your Home Page

STEP II
• External campaigns are
tracked with Google
Analytics UTM tags +
optional custom tags for
more granular reporting
11
Let’s deﬁne how we track external versus internal
campaigns
• Internal campaigns are
tracked with Google
Analytics PROMO tags +
optional custom tags for
more granular reporting
utm_campaign
utm_medium
utm_source
utm_content
utm_term
promo_name
promo_position
promo_id
promo_creative

STEP III - LET’S SEE HOW UTMS WORK
TOTRACK EXTERNAL CAMPAIGNS
12

UTM USE EXAMPLES
For an email campaign using Mailchimp.com
For a Twitter.com campaign

STEP IIIA
Let’s understand what the UTM tags mean and how we
need to be using them
1. Here is email #8 from my drip series that I
send to new subscribers.
2. In it, we announce our new Knowledge Base.
3. The link I want the new subscribers to click
so they go to the Knowledge Base is simple:
• https://app.campaigntrackly.com/knowledge-base/
4. But when I add my tracking tags, it becomes
long:
• https://app.campaigntrackly.com/knowledge-base/?
utm_source=mailchimp.com&utm_medium=email
&utm_content=new-feature-email
&utm_term=text-link&utm_campaign=Campaign
+Trackly

STEP IIIB
So What Is InThis Long Link?There are 6 components:
utm_source
utm_medium
utm_content
utm_term
utm_campaign
https://app.campaigntrackly.com/knowledge-base/ ?
utm_source=mailchimp.com&utm_medium=email&utm_content=new-feature-email
&utm_term=text-link&utm_campaign=Campaign+Trackly
https://app.campaigntrackly.com/knowledge-base 1.This is the page where I want people to go to from my email.
2.This is the tag indicating that I created the email in Mailchimp and will send it from there.
3.This tag tells us that the channel I am using to push people to my page is email.
4.This tag is showing us that I am using an email to get people to my Knowledge base page.
5. I am using this tag to test my text link versus my hero image to see which one is more effective.
6.This tag shows me how I named this campaign - Campaign+Trackly.

STEP IIIC
Why do we need so much complicated stuff added to our links?
• Using the tags depends on what you want to compare and how granular you want to go.
• If I am promoting my new Knowledge Base on two different sources/mediums - for example
mailchimp.com/email versus linkedin.com/social-organic, then I need to ensure that I use the
utm_source and utm_medium tags in my promotional links to be able to compare the two
channels.

STEP IIIC - CONTINUES
Why do we need so much complicated stuff added to our links?
• If I am promoting my new Knowledge Base on the same medium/source (in this case
mailchimp.com/email), but using different content pieces (all my drip emails), it makes sense to
add the “utm_content” tag to my tagged links, to be able to see which email brought more
traffic and engagement.
• If I want to go deeper and compare what is more effective - a button or a hero image in
getting people to click - you need to add the “utm_term” to your links to compare the two
• If I am using affiliates who use different languages in different countries, I might need to create
custom tags, so that I can slice my incoming audience by language, country, affiliate type, etc.

STEP IIID
Let’s understand how I am adding these UTM tags and how I am
building my long links
• UTM tags are not provided inside Google Analytics - they are not an app,
program, or software.They are just “text” - something we need to type ourselves
and add as an extra at the end of our page links.
• UTM tags have a deﬁned format and if we don’t follow it, two things might happen:
• Our link might not be clickable anymore, or my take users to a “Not Found” page.
• Our link might work, but Google Analytics might not be able to get the right
signal and track correctly.

STEP IIIE
How Do We Actually Write and Add these UTMTags
• We can use MS Word, or other editing program to manually type the link of
the page and add each tag making sure we add “?” before adding a UTM, and
putting an “&” in between tags.
• NOT FUN.

STEP IIIE - CONTINUED
How Do We Actually Write and Add these UTMTags
• We can use MS Excel to apply concatenation formulas and build these long
links for us to make sure everything is added correctly every time.
• But we need to learn how to implement formulas and we need to be careful
to manage our Excel sheets correctly every time, in order not to accidentally
overwrite or duplicate links.
• Better, but still NOT FUN.

STEP IIIE - CONTINUED
How Do We Actually Write
and Add these UTMTags
• We can use the iconic Google
Analytics Campaign URL Builder
21

MANUAL CAMPAIGN URL
BUILDERS

MANUAL CAMPAIGN URL
BUILDERS
• No need to type links ourselves; no formulas or MS Excel sheets to maintain
- good.
• All we need to do is enter our channels, assets, names. It does the rest.
• We will deﬁnitely avoid typos and errors when adding the different
utm_medium, utm_campaign, utm_term, and utm_campaign, and
utm_content values for each campaign.
• Better, but still… NO FUN!

ENTER AUTOMATED URL
BUILDERS!
Let’s understand why it is best to use an advanced or automated URL/UTM Builder for our
tags:
• Minimal typing or pasting, eliminate errors
• All your tags are pre-set and to use them you need a simple click - something manual builders don’t have!
• You can pre-save numerous tagging templates for repeated campaigns to save more time - no manual link builder
has these
• Most advanced tagging tools have link grabbers - so you don’t even need to copy-paste links
• Bulk-link processing - uploads, exports, link adding, management and easy storage, so you can scale your tagging and
win back more time
• Easy custom-tag pre-sets and usage - something that GA Campaign URL Builder does not have either
• Other useful features like integrations with link shorteners, reports and other automations

HERE’S HOWTOTAG MULTIPLE LINKS IN
SECONDS WITH AN AUTOMATED URL
BUILDER - ANIMATED GIF (CLICK IT)

THAT’S IT FOR PART 1
• We will continue with Internal CampaignTracking and user
cases in Part 2!
• Part 2 is coming very very soon!

Thank you! Questions?
Visit: www.campaigntrackly.com
or Email us at:
support@campaign-trackly.com
27

The Ultimate Easy-Peasy Guide to Tracking Inbound & Internal Marketing Campaigns, P. I

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