If you truly want to take advantage of Google Analytics, one feature you have to use is their Campaign tracking. Campaign tracking requires that you append querystring variables to a link. Those variables are seen and used to track the visits to the page within Google Analytics. By using campaign tracking, you leave nothing to the confusion of analytics – like referrals, direct links, email links, etc. Every visit is clearly identified for the campaign that you're executing that's bringing visits to your site.
The campaign querystring is composed of 5 parameters:
- Campaign Source (utm_source) – a required parameter. Use utm_source to identify a search engine, newsletter name, or other source. Example: utm_source=google
- Campaign Medium (utm_medium) – a required parameter. Use utm_medium to identify a medium such as email or cost-per- click. Example: utm_medium=cpc
- Campaign Term (utm_term) – an optional parameter. Used for paid search. Use utm_term to note the keywords for this ad.
- Campaign Content (utm_content) – an optional parameter. 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) – an optional parameter. Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign. Example: utm_campaign=spring_sale
Platforms like Hootsuite have the ability to easily fill out Google Analytics campaign tracking. Other platforms, like email platforms, also include the ability to add the campaign querystrings automatically. You can also utilize Google's Campaign Tracking URL builder to build out a campaign URL.
Or, you can utilize Terminus, an online platform for easily managing your Google Analytics campaigns. The platform includes:
- A Smart URL Builder – Only type a UTM parameter if you haven't created it already. Terminus remembers all of your campaign parameters. It also suggests you the correct sources for each medium. For example, when your medium is cpc, it will suggest you use bing, google, facebook, etc. and not newsletter as source.
- Google Analytics Integration – Import all your campaign parameters from Google Analytics so that you don't have to add them one by one. You will get an email alert whenever we detect a new campaign parameter or a new traffic source. All of your campaign parameters are in one place, no matter where they were created.
- Build or Upload URLs in Bulk – Build a bunch of URLs with the same campaign parameters? Type or paste the URLs and Terminus will build all of them at once. If you already have URLs with UTM parameters in a spreadsheet, you can import them into Terminus.
- Presets – Use presets to apply a set of UTM parameters to any URL quickly. For example, if you are running a Bing ad campaign with utm_campaign=summer_sale, utm_medium=cpc and utm_source=bing, you can save that combination in a preset Summer Sale Bing ads. You can then use it to quickly apply that combination to any URL.
- Campaign Performance – Get a high level report of your marketing campaigns.
- Projects – You can use projects to group URLs for major marketing efforts. If you are an agency, you can use projects to separate the URLs for each of your clients.
- Collaborate – Invite your team members and work together on your projects.