go measure 2011 - url tagging & campaign variables
DESCRIPTION
Rachit Dayal's slides from his GoMeasure 2011 presentation in Singapore and KLTRANSCRIPT
360°TrackingRachit DayalPrincipal Consultant, Happy Marketer
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Google Confidential and Proprietary
The Power of a Well Tracked Campaign
Google Confidential and Proprietary
Track the Entire Funnel – Including Assists!
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Google Confidential and Proprietary
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
Google Confidential and Proprietary
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.
Google Confidential and Proprietary
How to tag a URL with variables
www.catfoodsite.com/cutevideos
utm_source=twitter&utm_medium=social&utm_campaign=icecream
www.catfoodsite.com/cutevideos?
Google Confidential and Proprietary
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
Google Confidential and Proprietary
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}
Google Confidential and Proprietary
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
Google Confidential and Proprietary
Example … Display Ads
http://www.yoursite.com/landingpage.html?utm_source=yahoo&utm_medium=banner&utm_campaign=Christmas
Google Confidential and Proprietary
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
Google Confidential and Proprietary
Example … Social Media
http://www.yoursite.com/landingpage.html?utm_source=twitter&utm_medium=socialmedia&utm_campaign=Millenium
Google Confidential and Proprietary
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
Google Confidential and Proprietary
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
Google Confidential and Proprietary
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THANK YOU
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