Home Google Analytics How one can arrange Google Analytics marketing campaign monitoring

How one can arrange Google Analytics marketing campaign monitoring

You’ve brainstormed and created a marketing plan for your business. You have created and launched your email campaign, paid ad campaigns, and social media campaigns. Now you need to track the ROI of your marketing efforts. As Digital Marketer notes, tracking the ROI of your marketing campaigns can “[transform] Your business from one that spends time, money, and resources on strategies that just work well, to one that makes smart, data-driven decisions and knows which strategies work well. “To do this, you need Google Analytics campaign tracking. Read on to learn more about how to set up Google Analytics campaign tracking for your business.

What is Campaign Tracking in Google Analytics?

Google Analytics Campaign Tracking allows you to add special tracking codes, also known as “utm tracking codes”, to your marketing campaign urls to help you determine how visitors are arriving on your website. Instead of using this link for an email marketing campaign:

https://www.pamannmarketing.com/blog/how-to-set-up-google-analytics-campaign-tracking

I would use the following tracking link instead:

https://pamannmarketing.com/blog/how-to-set-up-google-analytics-campaign-tracking/?utm_source=october2020-newsletter&utm_campaign=how-to-set-up-google-analytics-campaign-tracking

I’ll break down the different types of utm tracking codes in the next section.

Understanding standard campaign parameters in Google Analytics

UTM stands for the Urchin Tracking Module which, according to Digital Marketer, “is a system that allows users to mark hyperlinks to keep track of where visitors are from. If you’re a Google Analytics user, you can use this information to find out how people get to your website (and what they do when they get there). “By adding the additional UTM code or the default campaign parameters to the end of your marketing campaign URL, the visitors who clicked on these links will be tagged and the following information will be identified:

  • Which campaign URL they clicked on
  • What they did and clicked once they landed on your website
  • What was your goal for visitors coming through on that particular campaign URL?

Here is a quick rundown of all of the UTM parameters that you can use to track Google Analytics campaigns:

  • Utm_source. The source describes where your visitors came from and indicates where the referring link is, e.g. B. a website, a social media platform or an email campaign. Some common sources are a weekly or monthly email newsletter, Facebook, YouTube, Twitter, LinkedIn, Google, and the URLs of websites that direct traffic to your website.
  • Utm_medium. The medium shows you how your visitors got to your website. This is the broadest category that you can sort your website visitors into. Some of the most common media are email, pay-per-click (PPC) advertising campaigns, direct mail (that is, the visitor has entered the URL for your website) and banner advertising.
  • Utm_content. The content code identifies the specific ad or email that the link was in. This will help you determine which marketing content is working and which is in need of revision. As this depends on your specific campaign content, there is no uniform naming convention. You must therefore be as specific as possible if you want to use this UTM parameter.
  • Utm_campaign. This campaign source parameter is similar to content in that it depends entirely on your specific naming convention for each of your campaigns. You can use this parameter to compare the performance of each of your marketing campaigns. Your campaign links should be as consistent as possible across different marketing media and sources.

Why should you use the Google URL Building for tracking Google Analytics campaigns?

With the Google URL Builder you can successfully create the UTM parameters for your Google Analytics campaign tracking. Before you can use the URL generator, however, you must first set up goals in Google Analytics.

Here is an example of how you would use Google’s URL builder to set up your UTM parameters.

  1. Enter the link you want to use for your marketing campaign.

    • https://pamannmarketing.com/blog/how-to-set-up-google-analytics-campaign-tracking
  2. Add the three main parameters that you want to track.

    • Campaign source: Find out where the traffic is coming from here – october 2020 newsletter.
    • Campaign Medium: This tells Google what source the traffic is coming from – email.
    • Campaign Name: Identifies which of your marketing campaigns is responsible for driving traffic to your website. Since I am using my blog post to set up Google Analytics campaign tracking, I have used the set up Google Analytics campaign tracking as the campaign name.
  3. Click Copy URL and paste it into your marketing campaign instead of your regular untagged link.

Where are my campaigns in Google Analytics?

Once you’ve set up your Google Analytics campaign tracking, you’ll want to take a look at how each marketing campaign has done in terms of conversion rate measurement. This can include who has subscribed to your newsletter, who has completed your contact form, and who has made a purchase. To see all of this information in your Google Analytics account, click Acquisitions, then Campaigns, and then All Campaigns.

This will show you:

  • How many people visited your website from your campaign?
  • How many pages did they visit on average while they were on your website?
  • The bounce and conversion rate
  • The amount of time they spent on your website

Where can I see if my campaigns are being converted in Google Analytics?

To determine successful conversions based on your Google Analytics campaign tracking, you can see the Conversions column at the top of the table, but below the line chart. From there, you can choose the target conversion you want from the drop-down menu. The example in the picture shows the new newsletter subscribers. You can do the same for any goal you’ve created for your marketing campaigns.

To get a more holistic view of the success of your campaigns over time, you can use Google Analytics Campaign Tracking to determine which campaigns, content types, and content topics resonate with your target audience. You can import your results into a spreadsheet or Google Sheet to see all of your top converting pages and content in one report.

* Photo credit: orbitmedia.com

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Author: Pam Aungst

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