A training resource from Texas A&M on Google Analytics implementation.

1. GOOGLE ANALYTICS
TRAINING
Texas A&M Foundation

2. RESOURCES
o Give.am/tamfgaresources

3. GOOGLE ANALYTICS CAMPAIGN
TAGGING
The Google URL builder helps you add parameters to URLs you use in
custom web-based or email ad campaigns. A custom campaign is any
push marketing effort not using the AdWords auto-tagging feature.
When users click one of the custom links, the unique parameters are
sent to your Google Analytics account, so you can identify the URLs
that are most effective in attracting users to your content.

4. WHEN TO USE A GA LINK
WHEN LINKING FROM AN OUTSIDE WEBSITE TO A FOUNDATION SITE
ANYTHING PUSHING TRAFFIC FROM THE OUTSIDE TO THE
FOUNDATION

5. WHEN TO USE A GA LINK
WHEN LINKING TO A PAGE ON TAMF’S WEBSITE OR WEB PROPERTIES
o A page on the Foundation’s main website (txamfoundation.com)
o A page on the planned giving section of the website (tamugift.org)
o A donation form
o A giveaway or other form (like estate planning kits)
o An event registration page

6. WHEN TO USE A GA LINK
ELECTRONIC EXAMPLES
o TexAgs and other social media posts
o E-newsletter stories
PRINT EXAMPLES
o Links driving people to the website from Spirit magazine
o Print ads
o Direct mail pieces

7. WHEN TO USE A GA LINK
OPPORTUNITIES
o TAMU college/departmental website links back to the TAMF website
EXAMPLES
o Links to donation forms from college websites
o Links from the campaign site

8. DON’T USE A GA LINK
WHEN LINKING FROM A TAMF PAGE TO ANOTHER TAMF PAGE OR WEB
PROPERTY
o Link from tamugift.org to the PES page on txamfoundation.com
o Link from txamfoundation.com to the annual report at
annualreport.txamfoundation.com
WHEN LINKING TO A TAMU-HOSTED WEBSITE
o On social media to a story on tamu.edu site
o In the newsletter to a story on engineering.tamu.edu

9. DON’T USE A GA LINK
WHEN LINKING TO THE FOUNDATION’S SOCIAL MEDIA ACCOUNT PAGES
o Link from e-newsletter to facebook.com/TexasAMFoundation
o Link on TexAgs.com to twitter.com/txamfoundation
o Link from Facebook to youtube.com/user/AggieSpiritandMind

10. CREATING GA LINKS

11. RULE 1: LOWERCASE EVERYTHING
o facebook
o email
o spirit-impact

12. RULE 2: USE HYPHENS BETWEEN
WORDS
o spirit-impact
o zachry-leadership-program
o 2015-june-financial-report

13. RULE 3: USE GOOGLE’S URL
BUILDER
o https://support.google.com/analytics/answer/1033867?hl=en
o give.am/tamfgalinks

14. RULE 4: DOCUMENT IN GA SHORTLINKS
EXCEL SHEET
o One Drive/Metrics – RD/GA Shortlinks

15. BUILDING A GOOGLE ANALYTICS
LINK
STEP 1: URL
o Start with the website url
o Use the shortest version of it available
o What iModules might give you:
http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid=
3&pgid=4025&cid=8704&ecid=8704&crid=0&calpgid=2376&calcid=4477
o What you should use:
http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid=
3&pgid=4025

16. BUILDING A GOOGLE ANALYTICS
LINK
STEP 1: URL
o Start with the website url
o Use the shortest version of it available
o What iModules might give you:
http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid=
3&pgid=4025&cid=8704&ecid=8704&crid=0&calpgid=2376&calcid=4477
o What you should use:
http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid=
3&pgid=4025

17. BUILDING A GOOGLE ANALYTICS
LINK
STEP 2: SOURCE
Where are you publishing the link? Where will people see it?
o pg-newsletter
o tamf-newsletter
o texags-homepage
o texags-forum
o facebook
o twitter
o linkedin
o instagram

18. BUILDING A GOOGLE ANALYTICS
LINK
STEP 2: SOURCE
Where are you publishing the link? Where will people see it?
o mc-email
o 2015 application email
o media
o Links in press releases and media advisories TO media FROM Monika
o pg-comm
o Wills kit email
o Planned Giving event registrations
o tamf-comm
o Non-planned giving event registrations
o Class of ’88 pillar email
o spirit-magazine
o Links in the print version to push to the Foundation website or web properties

19. BUILDING A GOOGLE ANALYTICS
LINK
STEP 3: MEDIUM
What method of distribution are you using?
o social
o facebook
o twitter
o linkedin
o instagram
o texags-forum
o email
o pg-newsletter
o tamf-newsletter
o pg-comm
o tamf-comm

20. BUILDING A GOOGLE ANALYTICS
LINK
STEP 3: MEDIUM
What method of distribution are you using?
o display
o texags-homepage
o advertisement
o 12th-man-magazine
o ppc
o facebook
o website
o college-departmental links to the site

21. BUILDING A GOOGLE ANALYTICS
LINK
STEP 4: CONTENT
Is there an issue of the publication?
o pg-newsletter
o 2015-august
o 2015-september
o tamf-newsletter
o 2015-august
o 2015-september

22. BUILDING A GOOGLE ANALYTICS
LINK
STEP 4: CONTENT
What is the story about? WHAT are you promoting?
o class-88-msc-pillar
o family-helping-children-tomorrow
o kirsch

23. BUILDING A GOOGLE ANALYTICS
LINK
STEP 5: NAME
What is the impact area, tamf area, gift type, college and/or program
you are promoting?
o college-impact
o planned-giving
o real-estate
o business

24. BUILDING A GOOGLE ANALYTICS
LINK
STEP 5: NAME
You can double, triple, quadruple these to reflect all areas.
o college-impact-student-impact
o planned-giving-event
o real-estate-planned-giving-college-impact-business

25. FINISHED GA LINKS
http://tamugift.org/?pageID=34&docID=8&utm_source=pg-
newsletter&utm_medium=email&utm_content=2015-september-
family-helping-children-tomorrow&utm_campaign=planned-giving
http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?
sid=1436&pgid=3842&utm_source=pg-
comm&utm_medium=email&utm_content=heritage-
tailgate&utm_campaign=planned-giving-event-heritage
https://securelb.imodules.com/s/1436/gid3give/2014/index.aspx?si
d=1436&gid=3&pgid=322&utm_source=tamf-
comm&utm_medium=email&utm_content=class-88-msc-
pillar&utm_campaign=college-impact-msc

26. FINISHED GA LINKS
http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?
sid=1436&gid=3&pgid=4094&utm_source=texags-
homepage&utm_medium=display&utm_content=kirsch&utm_campaig
n=planned-giving
http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?
sid=1436&gid=3&pgid=4094&utm_source=texags-
forum&utm_medium=social&utm_content=kirsch&utm_campaign=pla
nned-giving
http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?
sid=1436&gid=3&pgid=4094&utm_source=facebook&utm_medium=
social&utm_content=kirsch&utm_campaign=planned-giving

27. SHORTENING & CUSTOMIZING GA
LINKS
USE BIT.LY TO SHORTEN THE LINKS SO THEY AREN’T SO UNRULY.
YOU CAN ALSO CUSTOMIZE THEM AT BIT.LY IF YOU WANT A SPECIFIC
GIVE.AM LINK
Ex: give.am/BugleCall2015

28. SHORTENING & CUSTOMIZING GA
LINKS
DON’T CREATE A CUSTOMIZED GA LINK WHEN IT WILL APPEAR
MULTIPLE PLACES
Ex: give.am/SupportPMC could appear on pledge cards and websites
and videos.

29. SCENARIO 1
Megan is creating a one-off email promoting real estate kits, which
donors can request through an online form here:
http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx
?sid=1436&gid=3&pgid=4014&cid=8670
o DO YOU USE A GA LINK?
o YES
o WHY: It is a push marketing effort and the link in the email is
bringing people back to the Foundation’s website.

30. SCENARIO 1
Megan is creating a one-off email promoting real estate kits, which
donors can request through an online form.
o URL
http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid
=3&pgid= 4014&cid=8670
o
http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid
=3&pgid=4014

31. SCENARIO 1
Megan is creating a one-off email promoting real estate kits, which
donors can request through an online form.
o URL
http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid
=3&pgid= 4014&cid=8670
o
http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid
=3&pgid=4014

32. SCENARIO 1
Megan is creating a one-off email promoting real estate kits, which
donors can request through an online form.
http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid=
3&pgid=4014
o SOURCE
o pg-comm
o MEDIUM
o email
o CONTENT
o real-estate-kit
o NAME
o planned-giving-real-estate

33. SCENARIO 1
Megan is creating a one-off email promoting real estate kits, which
donors can request through an online form.
http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid=
3&pgid=4014&utm_source=pg-comm&utm_medium=email&utm_content=real-
estate-kit&utm_campaign=planned-giving-real-estate

34. SCENARIO 1
Megan is creating a one-off email promoting real estate kits, which
donors can request through an online form.
http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid=
3&pgid=3651&utm_source=pg-comm&utm_medium=email&utm_content=real-
estate-kit&utm_campaign=planned-giving-real-estate
Bit.ly: http://give.am/1P92wMr

35. SCENARIO 2
April is adding a story to the Foundation’s e-newsletter about The
Gardens at Texas A&M University linking to the initiative’s website
here: http://gardens.tamu.edu/
o DO YOU USE A GA LINK?
o NO
o WHY: The email is directing visitors back to The Gardens website,
which is hosted by the university, NOT the Foundation.

36. SCENARIO 3
Alyssa is writing a Facebook post for a story about the Maroon Coats
electing Cameron Blizzard as president on the Foundation’s website.
o DO YOU USE A GA LINK?
o YES
o WHY: It is a push marketing effort and the link on social media is
bringing people back to the Foundation’s website.

37. SCENARIO 3
Alyssa is writing a Facebook post for a story about the Maroon Coats
electing Cameron Blizzard as president on the Foundation’s website.
o URL
http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid
=3&pgid=3651&cid=7788&ecid=7788&crid=0&calpgid=2280&calcid=4433
o
http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid
=3&pgid=3651

38. SCENARIO 3
Alyssa is writing a Facebook post for a story about the Maroon Coats
electing Cameron Blizzard as president on the Foundation’s website.
o URL
http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid
=3&pgid=3651&cid=7788&ecid=7788&crid=0&calpgid=2280&calcid=4433
o
http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid
=3&pgid=3651

39. SCENARIO 3
Alyssa is writing a Facebook post for a story about the Maroon Coats
electing Cameron Blizzard as president on the Foundation’s website.
http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid=
3&pgid=3651
o SOURCE
o facebook
o MEDIUM
o social
o CONTENT
o cameron-blizzard-maroon-coats-president
o NAME
o maroon-coats

40. SCENARIO 3
Alyssa is writing a Facebook post for a story about the Maroon Coats
electing Cameron Blizzard as president on the Foundation’s website.
http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid=
3&pgid=3651&utm_source=facebook&utm_medium=social&utm_content=cameron-
blizzard-maroon-coats-president&utm_campaign=maroon-coats

41. SCENARIO 3
Alyssa is writing a Facebook post for a story about the Maroon Coats
electing Cameron Blizzard as president on the Foundation’s website.
http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid=
3&pgid=3651&utm_source=facebook&utm_medium=social&utm_content=cameron-
blizzard-maroon-coats-president&utm_campaign=maroon-coats
Bit.ly: http://give.am/1Kx9ivA

42. SCENARIO 4
Isaac is setting up an event registration form on the website. In the
“thank-you for registering” email he provides a link back to the event
details page.
o DO YOU USE A GA LINK?
o YES
o WHY: It is a push marketing effort and the link in the email is
bringing people back to the Foundation’s website.

43. SCENARIO 5
Landon is linking to the Legacy Society page on the Foundation’s
website from the online version of Spirit magazine.
o DO YOU USE A GA LINK?
o NO
o WHY: The Foundation hosts or “owns” both the location where the
link is being placed--the online version of Spirit--AND the location
where the link is pointing.

44. SCENARIO 6
Dunae wants to link to a video on the Foundation’s YouTube channel
from the online version of Spirit magazine.
o DO YOU USE A GA LINK?
o NO
o WHY: The Foundation does not host the YouTube site, we simply
have a channel on YouTube’s service. Our Google Analytics are not
loaded on YouTube.

45. HOW TO USE GA LINKS FOR
ANALYSIS