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How to track traffic and campaigns in Google Analytics like a champ!

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In our second episode in the series(of 3) for SEMrush we focused on how tracking your campaigns and inbound traffic is not just a nice to have, it’s a need to survive! You need to know what’s working, what’s bombing, and use data from your analytics to justify your budget and resources, so that you can keep doing super smashing marketing wizardry. And keep your job/clients/friends.
In this webinar we talked about:
How Google Analytics actually defines your marketing channels, and how you can make mistakes with the channel definitions
How UTM tracking codes work, and common mistakes
What you can do to fix your tracking problems (hurrah!)
How to tinker with your settings and anything outside of Google’s default setup. (Spoiler, you need to do this, especially if you are doing paid social)
Who gets the credit for your marketing? What is attribution and how to use it in Google Analytics

Published in: Marketing
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How to track traffic and campaigns in Google Analytics like a champ!

  1. 1. © THE COLORING IN DEPARTMENT 2018 @ColoringIn @ColoringIn © THE COLORING IN DEPARTMENT 2018 Google Analytics Part 2 How to track traffic like a champ!
  2. 2. © THE COLORING IN DEPARTMENT 2018 @ColoringIn TrackingTracking…
  3. 3. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Acquisition> All Traffic> Channels AKA how people find you
  4. 4. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Core Reporting API…….It’s A Nightclub Bouncer EMAIL SOCIAL ORGANIC
  5. 5. © THE COLORING IN DEPARTMENT 2018 @ColoringIn What Are Campaign Tags? Campaign tags are additional information that you apply to links. Once a link is clicked, the tag information is passed to Google Analytics.
  6. 6. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Tagging Best Practice thecoloringindepartment.com#
 utm_source=onboardinganalytics& utm_medium=email&utm_campaign=AUG- 18cohort&utm_term=&utm_content
 =CTA
  7. 7. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Tagging Best Practice thecoloringindepartment.com#utm_source=onboardinganalytics& utm_medium=email&utm_campaign=AUG-18- cohort&utm_term=&utm_content=CTA Medium This is your large broad buckets 
 for your marketing 
 channels
  8. 8. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Tagging Best Practice thecoloringindepartment.com#utm_source=onboardinganalytics& utm_medium=email&utm_campaign=AUG-18- cohort&utm_term=&utm_content=CTA Source This tells you where the link lives
  9. 9. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Tagging Best Practice thecoloringindepartment.com#utm_source=onboardinganalytics& utm_medium=email&utm_campaign=AUG-18- cohort&utm_term=&utm_content=CTA Campaign name What is the name of the campaign
  10. 10. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Tagging Best Practice thecoloringindepartment.com#utm_source=onboardinganalytics& utm_medium=email&utm_campaign=AUG-18- cohort&utm_term=&utm_content=CTA Content More info to help you slice and dice your data, eg banner, mpu, text links etc.
  11. 11. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Tagging Best Practice thecoloringindepartment.com#utm_source=onboardinganalytics& utm_medium=email&utm_campaign=AUG-18- cohort&utm_term=&utm_content=CTA URL The URL you want the visitor to go to
  12. 12. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Tracking Triangle Let’s break it down, because let’s face it, it gets kinda confusing. URL - The Where Medium - The How Source - The What Campaign Name - The Why
  13. 13. © THE COLORING IN DEPARTMENT 2018 @ColoringIn URL - The Where Medium - The How Source - The What Campaign Name - The Why Tracking Triangle FYI! Google Analytics likes to report Source, then Medium - rather than the logical order. I know right!
  14. 14. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Tracking Triangle Example Email COMPANY .COM NEWSLETTER -DATABASE EMAIL BLACK FRIDAY>NEW YORK>2018 Paid Search COMPANY .COM GOOGLE OR BING CPC OR PPC OR PAID SEARCH NY>BRAND>BFSALE-18
  15. 15. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Got any UTM ID luv’? What Happens If You 
 Don’t Tag
  16. 16. © THE COLORING IN DEPARTMENT 2018 @ColoringIn If You Don’t Tag Your Email No UTM, so I’m going to put you in…
  17. 17. © THE COLORING IN DEPARTMENT 2018 @ColoringIn If You Don’t Tag Your Social 
 Media (Paid/Organic) No UTM, so I’m going to put you in…
  18. 18. © THE COLORING IN DEPARTMENT 2018 @ColoringIn HTTP- 
HTTPS PDF DOCS STAFF SIGNATURES Other Culprits
  19. 19. © THE COLORING IN DEPARTMENT 2018 @ColoringIn How To Spot ? 1 2 3
  20. 20. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Traffic going in the wrong channels?
  21. 21. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Channels Medium System Defined Tick Box Defined by Google's Default Channel Grouping. Case Sensitive, exactly match these or your the wrong pot Organic Search organic Medium exactly matches organic Social referral Social Source Referral exactly matches Yes Social social Medium matches regex ^(social|social- network|social-media|sm|social network|social media)$ Email email Medium exactly matches email Referral referral Medium exactly matches referral Direct (none) (not set) Source exactly matches direct AND Medium exactly matches (not set) OR Medium exactly matches (none) Paid Search cpc Medium matches regex ^(cpc|ppc|paidsearch)$ AND Ad Distribution Network does not exactly match Content Display display Medium matches regex ^(display|cpm|banner)$ OR Ad Distribution Network exactly matches Content Other (other) Medium matches regex ^(cpv|cpa|cpp|content- text)$ System Defined Default Channel Grouping
  22. 22. © THE COLORING IN DEPARTMENT 2018 @ColoringIn WHAT?!…there are no groupings for paid social… …or retargeting… my reporting is ruined!
  23. 23. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Tinker with your settings… Don’t worry
  24. 24. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Here’s What You Need To Do
  25. 25. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Here’s What You Need To Do
  26. 26. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Specific at the top, generic at bottom Here’s What You Need To Do
  27. 27. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Agree On Your Source Names 
 (Don’t Fragment The Data!) If only we got our act together
  28. 28. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Attribution Acquisition> Channels runs on 1/7 attribution models. 100 % of the credit goes to last non direct channel. WALK WITH ME A typical customer journey DirectInstagram Post Medium:Social Retargeting Display Ad Visited Website Newsletter Source: Instagram (typed url into browser) Visited Website Visited Website Medium: Display Medium: Email Source: Name of website with display advert Source: Newsletter- database
  29. 29. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Multi-Channel Funnels
  30. 30. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Multi-Channel Funnels
  31. 31. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Multi-Channel Funnels Rinse and repeat what you did in the Default Channel Groupings
  32. 32. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Recap The Process Order & Checklist 1. Agree, and work out, your mediums, sources, and campaign tagging structure 2. Create channel groupings in test view, then when you are happy with it, create in the reporting views 3. Create a Multi-channel Funnel (MCF) grouping so you can see the assisted conversions 4. Agree on naming sources 5. Agree on name structure to your campaign channels 6. Give use cases on how you can use the content options 7. Keep a record e.g spead-sheet Agree, and work out, your mediums, sources, and campaign tagging structure Create channel groupings in test view, then when you are happy with it, create in the reporting views Create a Multi-channel Funnel (MCF) grouping so you can see the assisted conversions Agree on naming sources Agree on name structure to your campaign channels Give use cases on how you can use the content options Keep a record e.g spead-sheet The Process Order & Checklist
  33. 33. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Want a load of templates to do this? YEAH YA DO! Go here: http://bit.ly/SEMrush-GA-2

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