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Example�Library Card Sign Up Month�Campaign

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https://library.nashville.org/get-card?utm_source=npl+newsletter&utm_medium=email&utm_campaign=library+card+sign+up+month&utm_term=get+a+card+button&utm_content=2018-09-01+newsletter

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https://library.nashville.org/get-card?utm_source=twitter&utm_medium=social&utm_campaign=library+card+sign+up+month

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https://library.nashville.org/get-card?utm_source=unbound&utm_medium=print&utm_campaign=library+card+sign+up+month

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Google Analytics Campaign Data�for Library Card Sign Up Month

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All Facebook vs Campaign Facebook

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What are the parts of a tagged URL?

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https://library.nashville.org/get-card?utm_source=npl+newsletter&utm_medium=email&utm_campaign=library+card+sign+up+month&utm_term=get+a+card+button&utm_content=2018-09-01+newsletter

Base URL

(where we want to send people)

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https://library.nashville.org/get-card?utm_source=npl+newsletter&utm_medium=email&utm_campaign=library+card+sign+up+month&utm_term=get+a+card+button&utm_content=2018-09-01+newsletter

Source

(Specific source where the URL was clicked or seen?)

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https://library.nashville.org/get-card?utm_source=npl+newsletter&utm_medium=email&utm_campaign=library+card+sign+up+month&utm_term=get+a+card+button&utm_content=2018-09-01+newsletter

Medium

(Broad-category where the source was seen?)

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https://library.nashville.org/get-card?utm_source=npl+newsletter&utm_medium=email&utm_campaign=library+card+sign+up+month&utm_term=get+a+card+button&utm_content=2018-09-01+newsletter

Campaign

(Want campaign is this? This label pulls all stats together!)

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https://library.nashville.org/get-card?utm_source=npl+newsletter&utm_medium=email&utm_campaign=library+card+sign+up+month&utm_term=get+a+card+button&utm_content=2018-09-01+newsletter

Term

(paid search terms OR spot for extra parameters)

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https://library.nashville.org/get-card?utm_source=npl+newsletter&utm_medium=email&utm_campaign=library+card+sign+up+month&utm_term=get+a+card+button&utm_content=2018-09-01+newsletter

Content

(describe content, a/b links, add date)

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Make a Campaign URL�See Examples

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Discussion

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Standard naming conventions �equals usable data

=

/

forest_bathing_book_list (2)

forest+bathing+book+list (3)

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Naming Conventions

  • Use lowercase letters
  • Separate words with a +
  • Separate dates with a –
  • Always add dates to the utm_content field
  • Use EXACT same tags to enable more accurate reporting
  • Determine a set of Source and Medium tags to use before you start tagging campaigns

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Vanity / Print URLs

  • Discuss when these come up?
  • Create them all in advance?
  • Use a formula to create?

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Decide on Medium Terminology

Google Defaults:

  • referral
  • organic
  • cpc
  • (none)

NPL Custom:

  • print
  • email
  • social
  • paid social
  • social banner
  • social ad
  • direct mail
  • QR code (source or medium?)

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Decide on Source Terminology

Google Defaults:

  • direct
  • search engine name
  • website name

NPL Custom:

  • facebook?
  • instagram?
  • newsletter names?
  • unbound?