Campaign Tagging with Google Analytics
“Half of our marketing is working...we just don’t know which half.”
Those of you using Google Analytics can probably point to some basic reports that explain at a high level which half of your internet marketing is working, but why stop there? Why not pin point much of your online (and even some offline) efforts more specifically to gain better understanding of how each part of each campaign contributes to your online marketing success?
With Google’s Campaign Tagging, you can do just that by adding valuable information to the inbound links that you have the ability to control. This data can be found in Google Analytics under Traffic Sources then Campaigns.
You may already be familiar with the Campaigns section under Traffic Sources if you’re using Google AdWords. While your AdWords data will also show up in the newer “AdWords” section of the Traffic Sources, AdWords campaigns will continue to show in the Campaigns section as long as you have auto-tagging turned on in the Analytics Settings.
So AdWords is auto-tagged, but what about other inbound links? Enter Google’s URL Builder. This is the tool that makes custom campaign tagging a breeze.
Over my next few posts I’ll explain how to use the URL Builder to tag various links including links in emails, cost-per-click links, banner ads, press releases, Facebook posts, Tweets, shortened URLs, and even some offline efforts.