This document provides guidance on optimizing mobile content for tracking in Google Analytics. It discusses integrating with Google Analytics, creating custom URLs with UTM parameters to track campaign source, medium, term, content and name. It also covers customizing tracking events and using the data for audience attribution to inform future messaging and marketing spend.

1. Optimizing Mobile Content for Google Analytics
Mobile Best Practices
B2A Mobile Engagement

2. Optimizing Mobile Content for Google Analytics
Mobile-First Thinking
Wherever the consumer goes,
their phone goes with them.
With a mobile-first marketing
strategy, it’s now possible to
publish & track interactive
content across every consumer
touch point—and with proper
Google Analytics integration,
it’s easy to measure activity,
and to directly attribute that
activity to marketing spend.
This guide offers a step-by-step
process for measuring
performance these different
touch points, offering
actionable insights into
audience, messaging, and
budget allocation.
Contents
1. Integrate With Google
Analytics
2. Creating a Custom URL
3. UTM Parameters:
• Campaign Source
• Campaign Medium
• Campaign Term
• Campaign Content
• Campaign Name
4. Customizing Tracking Events
5. Audience & Attribution

3. Optimizing Mobile Content for Google Analytics
Unless you want to manually
coordinate everything yourself,
find a mobile engagement
platform that flows all data
automatically into your Google
Analytics account.
Tracking With Google Analytics
The next step is creating
custom URLs with UTM strings
for any content you want to
publish, to accurately identify
activity across different touch
points.

4. Optimizing Mobile Content for Google Analytics
Campaign Medium
Refers to the context in
which the consumer
interacts with the content
(e.g. Paid Media, Earned,
Owned, or In-Store).
Campaign Term
Identifies CTAs or offers
(e.g. Shoes, Pants, 15% off,
etc.).
Campaign Source
The point of interaction.
(e.g if Social Media is your
Campaign Medium, the
Campaign Source would
be Facebook, Twitter, etc.)
Creating a Custom URL – UTM Parameters
Campaign Name
Encompasses the entire
campaign (e.g. Spring Sale,
December Product Release,
etc.)
Campaign Content
Define the different creative
units promoting the
campaign (e.g. ad size,
color, messaging, etc.)

5. Optimizing Mobile Content for Google Analytics
TV & Radio
Search
Desktop Display Ads
Mobile Display Ads
Mobile App
Brand Website
SMS
Email
End Caps
On-Pack
Demos & Events
Print Media
Facebook
Instagram
Twitter
Pinterest
The UTM Parameter for
Campaign Source
refers to the specific
point of audience
engagement.
Examples:
• Paid_Search
• Email
• Twitter
• Demo_Station
Campaign
Source
Campaign
Source

6. Optimizing Mobile Content for Google Analytics
Campaign
Medium
The UTM Parameter for
Campaign Medium
refers to the broad
overall context in which
the consumer interacts
with the content.
Examples:
• Paid_Media
• In-Store_Media
• Owned_Media
• Social_Media
Campaign
Medium
Campaign
Medium

7. Optimizing Mobile Content for Google Analytics
Primarily used for paid
search, the UTM
Parameter for
Campaign Term
identifies Adwords &
keywords associated
with the campaign.
Examples:
• Designer_Shoes
• 20_percent_off
• Guitars_New_York
Campaign
Term
fun recipes
fun_recipes

8. Optimizing Mobile Content for Google Analytics
The UTM Parameter for
Campaign Content
distinguishes between
different creative &
Calls To Action for A/B
Testing of messaging &
placement.
Examples:
• 300x50_Win_4000
• 728x90_Enter_Now
Campaign
Content
728x90_win_up_to_4000
300x50_win_up_to_4000
300x50_win_4000

9. Optimizing Mobile Content for Google Analytics
The UTM parameter
for Campaign Name
should encompass the
entire campaign.
Example:
• Spring_Sale
Web Display Ads
cooking_lab_recipe_contest_q3_2014
Campaign
Name

10. Optimizing Mobile Content for Google Analytics
The UTM parameter
for Campaign Name
should encompass the
entire campaign.
Example:
• Spring_Sale
cooking_lab_recipe_contest_q3_2014
Campaign
Name
No Spaces
For UTM parameters with
multiple words, either delete
spaces or replace them with
underscores

11. Optimizing Mobile Content for Google Analytics
Pre-Defined Events
By default, your mobile
engagement platform
should report all on-page
activities (e.g. page renders
& successful conversions) to
Google Analytics with pre-
defined event names.
GA Event Configuration
Advanced users can use
JSON to customize how any
on-page events are reported
in Google Analytics.
Customizing Tracking Events

12. Optimizing Mobile Content for Google Analytics
Once the UTM parameters have
been implemented, and you have
generated a custom URL for each
touch point connected to your
landing pages, your Google
Analytics account will automatically
attribute each interaction to the
appropriate Medium, Source, Term,
Content, and Name.
By tracking this data in your Google
Analytics campaign reporting, it’s
easy to gauge which touch points
are generating the most conversions
& activity across different audience
demographics & geography.
These insights can inform future
messaging and re-allocation of
marketing spend.
Audience & Attribution

13. Optimizing Mobile Content for Google Analytics
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14. Optimizing Mobile Content for Google Analytics
Mobile Best Practices
B2A Mobile Engagement