How to Track Campaigns with Google Analytics

hey there i'm benjamin from loves data in this video i'm going to show you how to track your inbound marketing campaigns into google analytics campaign tags are later understand the performance of your marketing showing you what's working and not working and make decisions to improve results I'll show you how to use the campaign tags to report on people clicking through from your emails your ads on social and other inbound marketing let's get started [Music] the acquisition reports inside Google Analytics show us how people are finding our website in the reports you'll see source and medium the source tells us where the message is seen and medium tells us how the message is communicated if we look at the first row we can see we have Google organic so we know that people found our website on Google and that it was from a free search result we then have Google CPC in the second row this is for our Google AdWords campaign traffic coming through to our website this is because the source or where the message is seen is Google and the medium or how the message is communicated is CPC for cost-per-click with campaign tracking we get to define our own source and medium as well as our own overarching campaign name we can see the campaign name isn't created automatically for the default source and medium combinations but we can use this for our own custom campaigns this allows us to measure things like our email blasts and other inbound marketing campaigns to do this we need to apply campaign tags to our inbound links sending traffic to our website we need to define the overarching campaign name the source or where the message is seen and the medium or how the message is communicated we also have two additional campaign tags we can make use of these are content and term these are both designed for tracking third-party cost per click campaigns whatever we define for these tags will be reported in to Google Analytics Google makes a tool available for us which is the campaign URL builder just to highlight you can access this without needing to be logged in to your Google Analytics account you can head to the URL builder and define the different campaign tags we start by defining the particular landing page we want to send people to on our website we can then add in the source where the message is seen the medium how the message is communicated as well as term content and the overarching campaign name let's look at an example to understand how this works in this example we're going to be tracking a link in an ad on Twitter which sends people to our website we start by defining the landing page we're sending people to we then put twitter.com as the source and social as the medium finally we name our overarching campaign for this example we'll use Twitter ads but you should tailor this for your particular campaign once we've defined our campaign tags this will generate a long URL that includes the landing page we defined at the start along with the campaign tags we then copy and paste this URL for example this would be the URL we use in our ad on Twitter when people click on the link in the ad they're directed to our landing page and Google Analytics will report on the values for source medium and campaign let's look at two more examples when it comes to campaign tagging email newsletters we have a number of options a popular option is to use the source to track additions for our emails we can see in this example we have March 2018 as the source and the medium is email now I always recommend keeping the medium as simple as possible so email is perfect for this campaign next we have the overarching campaign name of email news which you'll want to customize for your own campaign we're leaving term blank because terms should only be used when someone is searching for example in third-party cost per click campaigns and in this example we're using the optional content to distinguish different links within the same email newsletter so this is one option for using campaign tagged URLs to track the editions of our email newsletter and we change the source for each addition we send if you're running ads on social that sends traffic through to your website then you should campaign tag those links so that you can English paid versus organic social network traffic within your reports start off by naming the source as the particular social network this should be the domain name of the social network then I recommend setting social as the medium this allows you to differentiate from your organic social traffic which will show up as referrals inside your reports you can then name the campaign you'll want to customize this to describe your particular campaign you can then use the optional content parameter to distinguish particular ad variations or the calls to action you're using once you're using campaign tagged URLs you'll be able to make use of the campaign's reports this example is from the all campaigns report under acquisition and campaigns we can see two custom campaigns that have been tracked into Google Analytics just to highlight this report will include your custom campaigns as well as any Google AdWords campaigns you're running once you're tracking your campaigns and you've configured goals or e-commerce tracking you'll be able to understand how your campaigns are performing since we're also defining source and medium we can also report on these using the acquisition reports so that's how you can track your inbound marketing using Google Analytics and campaign tagged URLs remember whatever you choose to define is the source medium campaign and other tags will show up inside your acquisition reports it's always a good idea to use simple easy to understand tags for your campaigns once you're tracking campaigns and conversions you should also begin to use the attribution reports these reports allow you to control how credit for each conversion is given to the campaigns your tracking check out my video covering attribution for more details are you tracking campaigns into Google Analytics I'd love to know let me know in the comments below if you found this video helpful then please like it so I know to make more videos like this see you next time

Channel: Loves Data

Views: 44,593

Rating: 4.8206277 out of 5

Keywords: Google Analytics Campaign Tracking, Tracking Campaigns, Google Analytics

Id: PmgxQUi4sF0

Length: 6min 34sec (394 seconds)

Published: Tue Sep 05 2017