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Google Analytics Campaign Tracking Fundamentals
This document provides an overview and specifications for campaign tracking fundamentals. It discusses tagging campaigns in Google Analytics for various marketing channels like paid search, display, email, social media, apps and more. Tagging standards are outlined to ensure consistency. Troubleshooting tips are also provided for issues like campaigns not showing up or conversions not being reported properly in Google Analytics.
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Google Analytics Campaign Tracking Fundamentals
- 1. CAMPAIGN TRACKING FUNDAMENTALS MARCH 8TH & 9TH, 2012 SAN FRANCISCO, CA Kayden Kelly Founder, Managing Director www.blastam.com
- 2. OBJECTIVES 1) Tagging Overview 2)Tag Specifications 3) Troubleshooting +Bonus Analysis Tips 2
- 3. OBJECTIVES 1) Tagging Overview 2)Tag Specifications 3) Troubleshooting 3
- 4.
- 5. Without tagging, allvisitors appear to come through as “organic,” “referral,” or “direct” 5
- 6. Direct, Referral, Email,CPC, & other campaigns mix together 6
- 7. GAUGE | March2012 Campaign Tracking Fundamentals $ Direct 7
- 8. GAUGE | March2012 Campaign Tracking Fundamentals $ Inflated Direct 8
- 9. GAUGE | March2012 Campaign Tracking Fundamentals $ Direct $ Email 9
- 10. Optimal accountability isachieved when see each marketing campaign separately 10
- 11. How does Campaign Trackingwork? 11
- 12. GAUGE | March2012 Campaign 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
- 13. GAUGE | March2012 Campaign 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
- 14. GAUGE | March2012 Campaign Tracking Fundamentals See all post-click performance in one place 14
- 15. GAUGE | March2012 Campaign Tracking Fundamentals ONLY Adwords CPC “pre-click” data available in GA 15
- 16. GAUGE | March2012 Campaign Tracking Fundamentals All campaigns need to be tagged in order to be tracked in Google Analytics 16
- 17.
- 18. GAUGE | March2012 Campaign Tracking Fundamentals Be consistent (standardized tag names will make future analysis easier and more effective) 18
- 19. GAUGE | March2012 Campaign Tracking Fundamentals Always use lowercase (Note: we always added a custom profile filter in Google Analytics to enforce lowercase) 19
- 20. GAUGE | March2012 Campaign Tracking Fundamentals Spaces can be tricky due to necessary URL encoding utm_campaign=open%20enrollment 20
- 21. GAUGE | March2012 Campaign Tracking Fundamentals UNDERSCORES Use underscores in place of spaces utm_campaign=open_enrollment 21
- 22. GAUGE | March2012 Campaign Tracking Fundamentals Use dashes to separate values in a tag utm_campaign=open_enrollment-blog_post 22
- 23. GAUGE | March2012 Campaign Tracking Fundamentals Don’t use punctuation like commas, question marks, periods, colons, semicolons, etc in campaign tags (unless it is for a site URL) 23
- 24. GAUGE | March2012 Campaign Tracking Fundamentals Keywords = KEYWORDS Don’t use anything but keywords in the keyword field 24
- 25. GAUGE | March2012 Campaign Tracking Fundamentals Don’t use agency names as campaign names Use true campaign names for effective multi-directional analysis. If necessary, add agency name after campaign name (e.g. utm_campaign=campaign_name-agency_name). 25
- 26. GAUGE | March2012 Campaign 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
- 27.
- 28. GAUGE | March2012 Campaign Tracking Fundamentals Google URL Builder: http://blast.am/urlbuilder Campaign tagging spreadsheet to simplify tagging especially for paid search 28
- 29.
- 30. GAUGE | March2012 Campaign Tracking Fundamentals Required 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
- 31. GAUGE | March2012 Campaign Tracking Fundamentals Optional 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
- 32.
- 33. OBJECTIVES 1) Tagging Overview 2)Tag Specifications 3) Troubleshooting 33
- 34. GAUGE | March2012 Campaign Tracking Fundamentals Email Campaign Tag Specs Example Email Campaign Tagged Link 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-body Example Email Reminder Tagged Link http://www.domain.com/my/book/widgets? utm_medium=email&utm_source=reminder-2&utm_campaign=your_book_is_ready_to_order&utm_content=b ody 34
- 35. GAUGE | March2012 Campaign 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
- 36. GAUGE | March2012 Campaign 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
- 37. GAUGE | March2012 Campaign 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
- 38. GAUGE | March2012 Campaign Tracking Fundamentals Paid Search Campaign Tag Specs Example Paid Search Campaign Tagged Link http://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
- 39. GAUGE | March2012 Campaign Tracking Fundamentals Site Placements Campaign Tag Specs 39
- 40. GAUGE | March2012 Campaign Tracking Fundamentals Site Examples http://www.domain.com/?utm_medium=display&utm_source=youtube.com- photography&utm_campaign=us_photo_books&utm_content=make_it_surprising- save_25_percent-300x250 Facebook Site Example http://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-300x250 Ad Network Example http://www.domain.com/? utm_medium=display&utm_source=doubleclick&utm_campaign=us_photo_books&utm_ content=make_it_surprising-save_25_percent-300x250 Category Content Targeting Example http://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
- 41. GAUGE | March2012 Campaign Tracking Fundamentals Social Campaign Tag Specs 41
- 42. GAUGE | March2012 Campaign Tracking Fundamentals Social Campaign Tag Specs Example Social Campaign Tagged Links Facebook Example http://www.domain.com/? utm_medium=social&utm_source=facebook&utm_campaign=awareness-photo_book Twitter Example http://www.domain.com/? utm_medium=social&utm_source=twitter&utm_campaign=awareness-photo_book 42
- 43. GAUGE | March2012 Campaign Tracking Fundamentals Affiliate Campaign Tag Specs Example Affiliates Campaign Tagged Link http://www.domain.com/? utm_medium=affiliate&utm_source=shareasale.com&utm_campaign=us_wedding_album& utm_content=232342 43
- 44. GAUGE | March2012 Campaign Tracking Fundamentals Feed Campaign Tag Specs 44
- 45. GAUGE | March2012 Campaign Tracking Fundamentals Feed Campaign Tag Specs Example Feed Campaign Tagged Link http://www.domain.com/? utm_medium=feed&utm_source=feedburner&utm_campaign=feeds.feedburner. com/domainblog-domainerati&utm_content=google_reader 45
- 46. GAUGE | March2012 Campaign Tracking Fundamentals Product Feed/Search Campaign Tag Specs Example Product Feed/Search Campaign Tagged Link http://www.domain.com/? utm_medium=feed&utm_source=google_product_search& utm_campaign=salesandpromo-summer_discounts 46
- 47. GAUGE | March2012 Campaign Tracking Fundamentals Application Campaign Tag Specs Example Applications Campaign Tagged Link http://www.domain.com/? utm_medium=app&utm_source=booksmart&utm_campaign=booksmart- in_app_link&utm_content=pc-v3.2.10.6 47
- 48. GAUGE | March2012 Campaign Tracking Fundamentals Mobile (App) Campaign Tag Specs Example Applications Campaign Tagged Link http://www.domain.com/? utm_medium=app&utm_source=domainmobile&utm_campaign=domainmobile- in_app_link&utm_content=c102-plus http://www.domain.com/? utm_medium=app&utm_source=domainmobile&utm_campaign=domainmobile- mobile_share&utm_content=c102-plus 48
- 49. GAUGE | March2012 Campaign Tracking Fundamentals Press Release Campaign Tag Specs Example PR Campaign Tagged Link http://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
- 50. GAUGE | March2012 Campaign Tracking Fundamentals Offline Campaign Tag Specs 50
- 51. GAUGE | March2012 Campaign Tracking Fundamentals Offline Campaign Tag Specs Example Offline Campaign Tagged Link http://www.domain.com/? utm_medium=offline&utm_source=outdoor&utm_campaign=us_wedding_album &utm_content=make_photo_book-005021-14x48 51
- 52. GAUGE | March2012 Campaign Tracking Fundamentals QR Campaign Tag Specs 52
- 53. GAUGE | March2012 Campaign Tracking Fundamentals QR Campaign Tag Specs Example QR Campaign Tagged Link http://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
- 54. GAUGE | March2012 Campaign Tracking Fundamentals TV Campaign Tag Specs 54
- 55. GAUGE | March2012 Campaign Tracking Fundamentals TV Campaign Tag Specs Example TV Campaign Tagged Link http://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
- 56. GAUGE | March2012 Campaign Tracking Fundamentals Radio Campaign Tag Specs 56
- 57. GAUGE | March2012 Campaign Tracking Fundamentals Radio Campaign Tag Specs Example Radio Campaign Tagged Link http://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
- 58. GAUGE | March2012 Campaign Tracking Fundamentals Campaign MEDIUMS REFERENCE •cpc •pr •display / cpm / content-text •offline •social •qr •affiliate •tv •feed •radio •badge / widget •email •app Do not create mediums other than those listed unless carefully thought through and shared with other team members. 58
- 59. GAUGE | March2012 Campaign Tracking Fundamentals It is very important ! that mediums are kept to a small set for optimal analysis. 59
- 60.
- 61. OBJECTIVES 1) Tagging Overview 2)Tag Specifications 3) Troubleshooting 61
- 62. GAUGE | March2012 Campaign Tracking Fundamentals Troubleshooting Live campaigns are not showing up in Campaign reports • 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
- 63. GAUGE | March2012 Campaign Tracking Fundamentals Troubleshooting Campaigns aren’t reporting conversions, but I know they 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
- 64. GAUGE | March2012 Campaign Tracking Fundamentals Troubleshooting Parts of my campaign tag (term, ad content, etc) aren’t appearing • Are all campaign tags present in the destination URL within your ad serving tool? 64
- 65. GAUGE | March2012 Campaign Tracking Fundamentals Troubleshooting Inconsistent 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
- 66. GAUGE | March2012 Campaign Tracking Fundamentals Technical 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
- 67. GAUGE | March2012 Campaign Tracking Fundamentals Technical Testing via Tracking Pixel Looking at utmcc parameter on __utm.gif tracking pixel request... You can analyze __utmz value within this parameter same way as described when looking at cookie values. GA Debugger for Chrome however, renames to friendly parameter names. Example of GA Debugger for Chrome tool output: 67
- 68. GAUGE | March2012 Campaign Tracking Fundamentals Technical 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
- 69. GAUGE | March2012 Campaign Tracking Fundamentals Technical Testing via Cookies After you load your UTM tagged URL, take a look at your browser cookies relative to the domain you are on and look for the __utmz cookie. After a string of numbers in the front, you'll 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
- 70.
- 71. GAUGE | March2012 Campaign Tracking Fundamentals Quick 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
- 72. GAUGE | March2012 Campaign Tracking Fundamentals 1 Email Data Analyze by Campaign Medium This view of email campaign data would not be available without campaign tracking 1 72
- 73. GAUGE | March2012 Campaign Tracking Fundamentals Analyze by Campaign Source 73
- 74. GAUGE | March2012 Campaign Tracking Fundamentals Analyze by Campaign & Ad Content 74
- 75.