In this video, Justin Cutroni, Analytics Evangalist at Google walks through the basic steps of tracking a marketing campaign with Google Analytics. Tracking your marketing campaigns answers the age old question of what’s working and what isn’t. With so much data at our finger tips, it’s easy to over look the reasons for capturing it. Whether you’re using Google Analytics, Mixpanel, Kissmetrics or another analytics system, attributing your goals back to the traffic campaign, source & mediums is essential to making sound decisions about where to invest time and resources on marketing.
To learn more about using UTMs, check out our Beginner’s Guide to Campaign Tracking with UTM Parameters.
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00:05 Marketing campaigns can take several forms. Your business may want to advertise using
00:10 text ads on search engine results, banner ads placed on strategic publisher websites,
00:17 or you may have social media or email campaigns that communicate your brand and products to
00:23 customers. It’s common to use a combination of these marketing activities to drive sales and website
00:29 conversions. Marketing campaigns are tracked in Google Analytics through “campaign tagging”.
00:35 Campaign tags are extra bits of information that you add to the URL links
00:40 of your online marketing or advertising materials. These include tracking parameters followed
00:47 by an equals sign and a single word or hyphenated words that you designate. When users click
00:54 on a link with an added parameter, the Google Analytics tracking code will extract the information
01:00 from the link and associate that user and their behavior with your marketing campaign.
01:06 That way, you can know which people came to your site through your various marketing activities.
01:11 For example, the Google Store has a monthly email newsletter it sends to its customers
01:17 with links back to the Google Store website. Adding a campaign tag of “email” to these
01:23 links allows the store to easily identify the users that came to the website from the
01:28 email newsletter. There are five different campaign tags that help
01:33 you identify specific information about your campaign traffic. Medium, Source, and Campaign
01:39 are required campaign tags. You can also add tags for Content and Term. “Medium” communicates
01:48 the mechanism, or how you sent your message to the user. You could include “email” for an email
01:53 campaign, “cpc” for paid search ads, or “social” for a social network. “Source”
02:00 communicates where the user came from. This could be a specific web page or a link in
02:05 an email. Source could also differentiate the type of medium. So if the medium was “cpc”
02:11 (or “cost per click” paid traffic), the source might be “google,” “bing,”
02:17 or “yahoo.” If the medium was “email,” the source might be “newsletter”. “Campaign”
02:24 can communicate the name of your marketing campaign such as “2015-Back-To-School”
02:30 or “2015-Holiday-Sale”. “Content” can be used to differentiate versions of a
02:36 promotion. This is useful when you want to test which version of an ad or promotion is
02:41 more effective. If you’re running a test between two different versions of a newsletter,
02:46 you might want to label these tags “v1-10dollars-off” and “v2-nopromo” to help differentiate
02:54 which newsletter the data is associated with in Google Analytics. “Term” is used to
03:01 identify the keyword for paid search campaigns. You would only use this field if you are manually
03:07 tagging a paid search campaign like Bing or Yahoo!. We’ll talk about the best way to
03:13 track Google AdWords in a later lesson. To add these parameters into the URLs associated
03:20 with your ads, Google Analytics provides a tool called “URL builder” in our
03:25 Help Center, which we’ll cover next.