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Creating Campaign Parameters in Google Analytics

photodune-10177853-analytics-xsCreating 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.

  1. Fill out the fields listed in the Google Analytics URL builder to generate custom campaign parameters for a custom URL.
    • Website URL: This is the URL you want to create custom campaign parameters for.
    • Campaign Source: This is the utm_source value that you want to use to identify a search engine, newsletter name, eBook name or other source.
    • Campaign Medium: This is the utm_medium value used to identify the medium, such as “email,” “cpc ad,”  “social media,” etc.
    • Campaign Term: This is the utm_term value to note the keywords for the ad. Each word is separated by “+” EG: utm_term=boston+condos
    • Campaign Content: This is the utm_content value that you want to use to differentiate links and ads that point to the same URL. This value is useful to define for A/B Testing. EG: utm_content=ad300x600 or utm_content=ad200x200
    • Campaign Name: This is the utm_campaign value that you want to use that defines the specific campaign, product, promotion, etc.
  1. Generate your URL. Repeat this process for all other URLs you want to track.
  2. Navigate to the content you are working with and use your new URL in place of your original URL. For example, if you are sending out a newsletter that contains a link for which you generated custom URL parameters, you want to use the newly generated URL.

Note: Only Website URL, Campaign Source, Campaign Medium and Campaign Name are required fields.

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Creating Goals

If you haven’t already, you need to create some goals in Google Analytics. These should be the conversions you want to measure.

  1. Navigate to your Google Analytics account
  2. Click the Admin tab in the top navigation bar.
  3. Ensure that the Property and View dropdown selects are set to your site.
  4. Click Goals under View and then click +New Goal
  5. Enter the goal description and details.
  6. Click Save.  

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.

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Generating Reports

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.

  1. Click Customization in the top navigation bar.
  2. Click +New Custom Report and name your report.
  3. Click +add metric and search for your goal. Select the completions metric to view the conversions for the goal. You can also add other metrics here.
  4. Click +add dimension and choose the dimensions you want to drill down to (i.e. Medium, Source, Campaign, Ad Content, etc.).
  5. Click Save to generate your report. You can now view your report and easily measure your conversions!

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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!

Google tools for marketers

Samantha Leonard
Samantha is a Digital Marketing associate at Boston Logic, who works closely with the Marketing and Sales teams to create engaging and valuable content, with the goal of educating leads and guiding them through the buyers journey.