Google Analytics Campaign Tagging Tool
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Google Analytics Campaign Tagging Tool
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A companion guide to the presentation "Measuring your Online Marketing with Google Analytics", linked to below.
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https://docs.google.com/viewer?a=v&pid=explorer&chrome=true&srcid=0By71e2L6SonANjViYWUyOTktOGQ2Ny00NWJmLThlY2MtMDU3MzJhNWU0MDg1&hl=en
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Single URL Builder:http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578
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About Campaign Tagging in Google AnalyticsInstructions for using this toolInspiration for this tool: http://cutroni.com/blog/2006/11/10/google-analytics-campaign-tracking-pt-2-the-epikone-link-tagging-tool/
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Google Analytics can attribute a visit to nearly any type of media, so long as the URL that the visitor lands on has "campaign tags"1The user assumes all responsibility for ensuring that their URL will function as intended. We strongly recommend testing URLs before using them for advertisingPresentation on "Measuring your Online Marketing Efforts"https://docs.google.com/viewer?a=v&pid=explorer&chrome=true&srcid=0By71e2L6SonANjViYWUyOTktOGQ2Ny00NWJmLThlY2MtMDU3MzJhNWU0MDg1&hl=en
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Campaign tags can be used for nearly any type of link: paid search, display ads, social media links, affiliates, links within emails, etc.2Copy this document in Google Docs, or export it for offline editing. Both options are found in the "File" menu.
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These campaign tags are extra parameters that go on the end of your destination URL, after a ? (example: www.website.com/landingpage.html?utm…)3Use the next sheet, called "Link Tag Generator", to create destination URLs for your campaigns
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There are 5 types of tag parameters in Google Analytics "utm_source", "utm_medium", "utm_campaign", "utm_content", and "utm_term". When using tags, source, medium and campaign are required. 4Always test a tagged URL first by simply pasting one of the tagged URLs into the address bar of a browser and pressing "Enter" to navigate to your site. If your page does not load as intended, or if the tags disappear upon arrival, you may need to contact your webmaster.
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Campaign Tag StructureBest Practices for using this tool
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MEDIUMutm_medium=The medium should be simple, clear, and consistent.1Refer to the presentation on Measuring your Online Marketing efforts to devise a consistent tag naming strategy (link in column F)https://docs.google.com/viewer?a=v&pid=explorer&chrome=true&srcid=0By71e2L6SonANjViYWUyOTktOGQ2Ny00NWJmLThlY2MtMDU3MzJhNWU0MDg1&hl=en
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TRAFFIC SOURCEutm_source= The source is typically obvious : it's the search engine / site / category you're buying2In the "Link Tag Generator" (next sheet), write out all of your mediums first
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CAMPAIGNutm_campaign=The campaign could be the name of the entire media campaign, or of the specific campaign name used to buy the traffic3Write out all of the sources for each medium, adding rows as necessary
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AD CONTENTutm_content=The ad content is something distinguishable about the ad. It could be a text ad headline, slogan, short ad copy description, ad size/format, or combination thereof. 4Write out all of the campaigns for each source, adding rows as necessary
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KEYWORDutm_term=The term is reseverd for keywords. If you are using "auto-tagging" in AdWords, do not add URL tags to your AdWords ads5Describe the ads that will be used in each campaign, adding rows if you are testing more than one ad in a campaign
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6Match the specific landing page to each ad content
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7Add dynamic keyword tags if these are for a paid search campaign
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Example URLs
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http://mysite.com/landingpage.html?utm_medium=cpc&utm_source=google&utm_campaign=analytics-terms&utm_term=analytics&utm_content=tag-ads
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http://mysite.com/landingpage.html?utm_medium=display&utm_source=news-sites&utm_campaign=analytics&utm_content=buy-now_120x600
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http://mysite.com/landingpage.html?utm_medium=social&utm_source=facebook&utm_campaign=increase-friends&utm_content=9am-Mar-15
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http://mysite.com/landingpage.html?utm_medium=email&utm_source=july_newsletter&utm_campaign=member-discount&utm_content=11am-Jan-20
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http://mysite.com/landingpage.html?utm_medium=mobile&utm_source=admob-apps&utm_campaign=analytics&utm_content=tagging
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Instructions
Link Tag Generator