Most online businesses will understand and agree that driving traffic to a site is one of the most important elements a site manager must consider in order to achieve success. There are a number of tactics that we use to drive traffic, some of these tactics include placing links on external websites, placing them within emails or sharing them through social media. But, how are you managing the traffic that you are driving? And, how are you analysing the data that you are collecting?
The links that you place on another website, by default, will not be shown inside of Google Analytics but are still important. Understanding the traffic that has been driven to your site as a result of an individual campaign will help you to judge the effectiveness of the campaign and we document below how you can do this with the help of Google.
For example, we can measure whether a particular social campaign drove traffic to the site AND made revenue, or the analytic results of a particular email created revenue etc.
Google analytics provides a useful tool to be able to track these areas, called the URL Builder .
This tool is a step by step guide that takes you through the process of setting up, and tracking these links in order to analyse their effectiveness within Google Analytics.
A screen grab below shows these steps:
|Campaign Source (utm_source)||Required. Use utm_source to identify a search engine, newsletter name, or other source.
|Campaign Medium (utm_medium)||Required. Use utm_medium to identify a medium such as email or cost-per- click.
|Campaign Term (utm_term)||Used for paid search. Use utm_term to note the keywords for this ad.
|Campaign Content (utm_content)||Used for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL.
Examples: utm_content=logolink or utm_content=textlink
|Campaign Name (utm_campaign)||Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign.
The tool appends a string that can be tracked by Google and can be seen under Campaigns within the analytics package.
For example, if we were placing a paid search campaign within Google for “digital advice” and offering a free consultation session on attribution the link would look like this:
The link we would use that the URL builder creates is:
So, remember: “You can’t manage what you don’t measure” in the same way “You can’t improve what you don’t measure“.
We hope you find this article useful and enjoy tracking the effectiveness of some of your future campaigns.