We suspect that a large majority of businesses have little to no idea how successful a specific campaign or content piece really was for them, they may have part of the story, the open rate of an email perhaps but when you ask, ‘so what exactly were we tracking’ the response is less sure.
So what if your email had a 25% open rate, what did that traffic do once it opened that email, which links did they click on ? then what happened ? did those users convert into customers ? enquiries or orders? what was the overall conversion rate of that activity or link?
Many businesses create their own marketing campaigns in house these days, from email marketing to PPC campaigns, affiliates and more. The key to completing any campaign is to ensure that every separate element of that campaign is trackable in Google Analytics. That way, when the campaign is done and you are reviewing what went well you really do have all the facts, not only in data but a view of what impact that activity had on the website as a whole, and this is the bit people often miss.
Lets Put You In The Picture
Usually a campaign will be promoted using various tools, for example:
- Facebook – ads or sponsored post
- Twitter – ads or sponsored post
- Via a third party partner website
Some of these channels will have built in Google Analytics tracking, Mailchimp for example enables you to add a campaign name example: 2017-04-26-Philosophi_tracking_post and in Analytics, when I look at acquisition via email channel I can see that specific link.
The best way to gain specific data on campaign links is to use UTM (Urchin Tracking Module) parameters.
To explain further, UTM Parameters are tags that are added to the end of a URL, for example:
You can add up to 5 parameters
1. Campaign Source (utm_source)
This tag is compulsory, it identifies exactly where your link was seen, page on a website, social channel etc
2. Campaign Medium (utm_medium)
Also compulsory and identifies the format your link appears on a web page (e.g Hero banner)
3. Campaign Term (utm_term)
This should be the keyword you use for identifying your link.
4. Campaign Content (utm_content)
This tag is usually used for A/B testing, but it can be used to distinguish one link or ad version from another.
5. Campaign Name (utm_campaign)
This tag is compulsory , and is the name of your campaign “philosophi ad1 2017”
If you don’t track your links they will basically just appear in Analytics as referrals and you may never be able to identify if a banner ad or content piece on a third party website had any impact or not.
As always, if you have a question or a campaign that you need help with, please don’t hesitate to get in touch.