Creating and measuring campaign parameters in Google Analytics allows you to identify the ad and email campaigns that send traffic to your site and easily measure conversions. For example, if you are running ads with different calls to action or images, you can see which format drives more people to your site or yields more downloads, etc.
There are 3 steps to take in order to effectively gather this data:
Building Custom URLs
The first step you need to take to start gathering data is to create custom campaign URLs. Every time someone clicks one of these URLs the data feeds back back into your Google Analytics account.
Note: Only Website URL, Campaign Source, Campaign Medium and Campaign Name are required fields.
If you haven’t already, you need to create some goals in Google Analytics. These should be the conversions you want to measure.
Example: If your goal is to drive traffic to a specific page, set the goal type to Destination and the URL to the site page.
The final step is to generate the reports based on your goals. In our example of driving traffic to a specific page, you would run a report on that goal to see which sources, mediums and campaigns (etc.) are the most effective at driving traffic to that page.
Example Goal – Drive Site Traffic: A simple goal is to drive people to your site. To measure the success of your marketing, you want to create campaign parameters for any URLs pointing to your site pages, say in your newsletters, your cpc ads or on social media.
Every time someone clicks one of your custom URLs, the data feeds back into your Analytics reporting tool, where you can then generate the reports telling you which medium was most effective.
This data allows you to see which medium drives the most traffic, in turn helping you understand what to invest in.
For even more Google tools that will help you understand and market your business, check out our eBook, “The Marketer’s Guide to Google’s Product Suite!“