Google Link Tagging


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Unorganized, vague, and wrong data won't increase your sales. Using Google Analytics should help you make better decisions for your business. To help you collect the data you want--meaningful data--start tagging links to dramatically shape the way your data is organized. This will enable you to create valuable reports, so that you can gain a better understanding of what is and what isn’t working from a marketing perspective. From there, you'll be equipped to make better decisions and ultimately increase sales.

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Google Link Tagging

  1. 1. Create better reports.Make better decisions. Increase sales.Link tagging with Google Analytics by Nathan Smoyer
  2. 2. Objectives• Understand what link tagging is• Understand how to tag links• Learn how to use tools to tag links• Learn basic best practices in tagging links• Use understanding to create better reports• Use reports to increase sales
  3. 3. What is “link tagging”?• The process of adding parameters to a URL for the purpose of tracking custom campaigns – Link tagging can be performed manually or automatically with Google Analytics*5
  4. 4. What is a “tagged link”?• When a URL has parameters added to the end of the link, it is considered a tagged link – There are five parameters that can be used to tag links when using Google Analytics*1
  5. 5. What is the function of a tagged link?• Tagged links help you measure custom campaigns – Each parameter added to a link is identified and organized by dimension and metric to form reports in Google Analytics
  6. 6. How are links tagged?• Link tagging can be performed manually or automatically with Google Analytics – It is not recommended to manually tag if you have auto link tagging turned on for PPC or CPC – Manual tagging can used for all other forms of promotion such as: email, social media, and blogs
  7. 7. Why should I tag links?• To measure the results of your efforts• To know what forms of marketing is working• To form reports in order to analyze larger chunks of data• To increase sales
  8. 8. Terms to learn• Parameter • Campaign Source• Dimension • Campaign Medium• Metric (calculated • Campaign Term metrics will not be (keyword) discussed in this • Campaign Content presentation) • Campaign Name
  9. 9. Parameter• An arbitrary constant whose value characterizes a member of a system• Google Analytics recognizes five parameters. – Parameters include: • utm_source • utm_medium • utm_term • utm_content • utm_campaign*6,3, 10
  10. 10. Dimension• One of a group of properties whose number is necessary and sufficient to determine uniquely – Examples in Google analytics can be: • Page name • Page load time • Source campaign*7, 9
  11. 11. Metric• A standard of measure – Examples in Google analytics can be: • Organic search terms • Visits • Bounces • Time on site*8, 9
  12. 12. Campaign Source• Source: Every referral to a web site has an origin, or source – Example sources: • “google” • “” • “specialoffer_email” • “direct”*2
  13. 13. Campaign Medium• Medium: Every referral to a website also has a medium – Example mediums include: • “organic” • “cpc” • “referral” • “email” • “none”*2
  14. 14. Campaign Term (Keyword)• Term: The keywords that visitors searched are usually captured in the case of search engine referrals – This is true for both organic and paid search – If the visitor is not signed in to a Google account, however, keyword will have the value “(not provided)”*2
  15. 15. Campaign Content• Content: Identifies a specific link or content item in a custom campaign – Example Contents include: • textlink • buttonlink • link1 • link2*2
  16. 16. Campaign name• Campaign: Is the name of the referring AdWords campaign or a custom campaign that you have created – Example Campaigns include: • “christmas2012” • “customerservice” • “fbspecial”*2
  17. 17. Which parameters should I use?• Google recommends always using utm_source, utm_medium, and utm_campaign when tagging links – It is possible to use only utm_source and utm_campaign, however this is not considered best practice*4
  18. 18. Tools for tagging links• URL Builder tool• URL Builder Chrome extension – Source, Medium, and Campaign are required to be used when utilizing these tools – You can create a tagged link without using either tool using a text document – Here’s a complete example: • edium=social&utm_campaign=googletools*1, 10, 11
  19. 19. URL Builder tool*1
  20. 20. URL Builder Chrome extension*10
  21. 21. Always . . .• Be consistent in tagging links – This applies to all parameters • Only use underscores if necessary when naming a parameter • Always or never use capital letters when naming a parameter (I recommend not using capital letters at all)*2
  22. 22. Be sure to . . .• Measure frequently – Some A/B tests may require more time than others
  23. 23. Adjust and record• Adjust as needed to improve how you collect data – Be sure to annotate changes in your link tagging methods in Google Analytics – Document the methodology you use for tagging links in order to keep a historical account of how to create reports
  24. 24. Please forward alongFavorite, download, embed, and share. Send questions to: @NateSmoyer
  25. 25. Resources1. URL Builder: Definitions: tx=topic3. Custom Campaigns: ctx=topic4. Best Practices: 032998&ctx=topic5. What is linking tagging? (Quora response: link-tagging6. Parameter: Dimension: Metric: http://www.merriam- Dimensions and Metrics: URL Builder Chrome Extension: url-buil/gaidpiakchgkapdgbnoglpnbccdepnpk