360°TrackingRachit DayalPrincipal Consultant, Happy Marketer

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The Power of a Well Tracked Campaign

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Track the Entire Funnel – Including Assists!

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URL Campaign Variables

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http://www.yoursite.com/landingpage.html?utm_source=yahoo&utm_medium=cpc&utm_campaign=Jan+2011+Campaign&utm_term=my+keyword

http://www.yoursite.com/landingpage.html?utm_source=twitter&utm_medium=tweet&utm_campaign=Jan+03+One+Day+Sale

http://www.yoursite.com/landingpage.html?utm_source=email&utm_medium=link&utm_campaign=Jan+2011+Newsletter

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Campaign Variable Basics

The Source is where the visitor was sent from.Examples: google, nytimes.com, facebook.com

The Keyword is the search term that you bid on (search engines only)

The Ad Content should indicate the ad name, copy, or other helpful information to identify the type of ad that was clicked.

Required Tags

Optional Tags

The Medium is the channel in which this URL is promoted.Examples: cpc, display, social, organic

The Campaign should either indicate the overarching name for the marketing effort or just the specific ad campaign in which the ad lives.

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How to tag a URL with variables

www.catfoodsite.com/cutevideos

utm_source=twitter&utm_medium=social&utm_campaign=icecream

www.catfoodsite.com/cutevideos?

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How to tag … Search Ads

• Organic search visitors are already tracked

• AdWords can be automatically tracked if integration is enabled

• If not tagged, other paid search ad visitors are tracked as “organic”

Dimension URL Tag Recommendation Tips

Source &utm_source= yahoobingfacebook

Exclude http://www and .comAlways use lowercase

Medium &utm_medium= cpc Always use lowercaseBe consistent with “cpc”, avoid using “sem”, “paid search” etc

Campaign &utm_campaign= campaign-name{OrderItemId} for Bing{YSMCAMPGID} for Yahoo!

Try to unify campaign names across sources for maximum effect

Keyword &utm_term= actual term {keyword} for Bing{YSMKEY} for Yahoo!

The brackets should dynamically insert the keyword. Testing may be required for this to function.

Ad Content &utm_content= internal-ad-identifier{AdId} for Bing{YSMADID} for Yahoo!

Optional

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Example – Search Ads

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http://www.yoursite.com/landingpage.html?utm_source=Yahoo_MY&utm_medium=cpc&utm_campaign={YSMCAMPGID}&utm_term={YSMKEY}

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How to tag … Display Ads

Dimension URL Tag Recommendation Tips

Source &utm_source= Actual placement name“category” (if category-targeting)nytimes.com

Exclude http://wwwAlways use lowercase

Medium &utm_medium= displaycontent-text (non-search text ads)

Always use lowercase

Campaign &utm_campaign= campaign-namecampaign-name-flight-dates

Keyword &utm_term= don’t use

Ad Content &utm_content= ad-copy-ad-format-sizeinternal-ad-identifierad-copy-target-audience

Include good identification clues, image ads don’t appear in reports

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Example … Display Ads

http://www.yoursite.com/landingpage.html?utm_source=yahoo&utm_medium=banner&utm_campaign=Christmas

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How to tag … Social Media

• Use URL shorterners to mask the tagged URLs

• Release different URLs on different sites (Facebook, Twitter, Youtube etc)

• Google Analytics can’t track social impressions

Dimension URL Tag Recommendation TipsSource &utm_source= social network URL

shortlink-urlfacebooktwitter

Exclude http://www and .comAlways use lowercase

Medium &utm_medium= social Exclude http://www and .comAlways use lowercase

Campaign &utm_campaign= promotion-nameprogram-intent (increase-likes)

Remind your future self what you hoped to achieve

Keyword &utm_term= don’t use

Ad Content &utm_content= social-“seed”/endorsercontent-clue-time-date-sent

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Example … Social Media

http://www.yoursite.com/landingpage.html?utm_source=twitter&utm_medium=socialmedia&utm_campaign=Millenium

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Useful Campaign Tagging Tips

1. Assign just one central manager• One person reduces confusion and inconsistencies• Having one “go-to-guy/gal” spurs a lot of action

2. Educate different marketing teams• Tagging is a time consuming process• It feels cool to be the Analytics guru in your organization ;-)

3. Tag every URL, fill out all the variables• Helps future proof the data for deeper analysis• You’ll find “gems” of information

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Get Started … Be a Tagging Superhero!

• You DON’T need a webmaster to do this

• You DON’T need a techie to do this

• You just need ONE SUPERHERO to manage the process within the organization

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www.HappyMarketer.com/GoMeasure

We can help you measure your online marketing efforts with optimal Google Analytics implementations

•Trainings

•Analytics Setup

•Troubleshooting

•Tagging Management

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