Kostnadsdata i Google Analytics - Google Analytics Conference 2013
GOOGLE ANALYTICS 101 - Marketing...
39
GOOGLE ANALYTICS 101 1 One of the free digital marketing tools available, Google Analytics is relatively easy to learn and helpful in tracking the outcomes of your social media marketing efforts. Let us go through this in a step by step fashion. Note that almost all the information for this section is derived from Moz’s excellent blog post called “The Absolute Beginner’s Guide to Google Analytics” which you can find here: https://moz.com/blog/absolute-beginners-guide-to-google-analytics If you don't know what Google Analytics is, haven't installed it on your website, or have installed it but never look at your data, then this article is for you. While it's hard for many to believe, there are still websites that are not using Google Analytics (or any analytics, for that matter) to measure their traffic. Questions Which Google Analytics Answers Here are some of the many questions about your website that you can answer using Google Analytics. • How many people visit my website? • Where do my visitors live? • What websites send traffic to my website? • What marketing tactics drive the most traffic to my website? • Which pages on my website are the most popular? • How many visitors have I converted into leads or customers? • Where did my converting visitors come from and go on my website? • How can I improve my website's speed? • What blog content do my visitors like the most? There are many, many additional questions that Google Analytics can answer, but these are the ones that are most important for most website owners. Now let's look at how you can get Google Analytics on your website. How to install Google Analytics First, you need a Google Analytics account. If you have a primary Google account that you use for other services like Gmail, Google Drive, Google Calendar, Google+, or YouTube, then you should set up your Google Analytics using that Google account. Or you will need to create a new one. This should be a Google account you plan to keep forever and that only you have access to. You can always grant access to your Google Analytics to other people down the road, but you don't want someone else to have full control over it. Big Tip: Don't let anyone (your web designer, web developer, web host, SEO person, etc.) create your website's Google Analytics account under their own Google account so they can "manage" it for you. If you and this person part ways, they will take your Google Analytics data with them, and you will have to start all over. 1 Source of information: https://moz.com/blog/absolute-beginners-guide-to-google-analytics
Transcript of GOOGLE ANALYTICS 101 - Marketing...
GOOGLEANALYTICS1011
Oneofthefreedigitalmarketingtoolsavailable,GoogleAnalyticsisrelativelyeasytolearnandhelpfulintrackingtheoutcomesofyoursocialmediamarketingefforts.
Letusgothroughthisinastepbystepfashion.NotethatalmostalltheinformationforthissectionisderivedfromMoz’sexcellentblogpostcalled“TheAbsoluteBeginner’sGuidetoGoogleAnalytics”whichyoucanfindhere:https://moz.com/blog/absolute-beginners-guide-to-google-analytics
Ifyoudon'tknowwhatGoogleAnalyticsis,haven'tinstalleditonyourwebsite,orhaveinstalleditbutneverlookatyourdata,thenthisarticleisforyou.Whileit'shardformanytobelieve,therearestillwebsitesthatarenotusingGoogleAnalytics(oranyanalytics,forthatmatter)tomeasuretheirtraffic.
QuestionsWhichGoogleAnalyticsAnswers
HerearesomeofthemanyquestionsaboutyourwebsitethatyoucananswerusingGoogleAnalytics.
• Howmanypeoplevisitmywebsite?• Wheredomyvisitorslive?• Whatwebsitessendtraffictomywebsite?• Whatmarketingtacticsdrivethemosttraffictomywebsite?• Whichpagesonmywebsitearethemostpopular?• HowmanyvisitorshaveIconvertedintoleadsorcustomers?• Wheredidmyconvertingvisitorscomefromandgoonmywebsite?• HowcanIimprovemywebsite'sspeed?• Whatblogcontentdomyvisitorslikethemost?
Therearemany,manyadditionalquestionsthatGoogleAnalyticscananswer,butthesearetheonesthataremostimportantformostwebsiteowners.Nowlet'slookathowyoucangetGoogleAnalyticsonyourwebsite.
HowtoinstallGoogleAnalytics
First,youneedaGoogleAnalyticsaccount.IfyouhaveaprimaryGoogleaccountthatyouuseforotherserviceslikeGmail,GoogleDrive,GoogleCalendar,Google+,orYouTube,thenyoushouldsetupyourGoogleAnalyticsusingthatGoogleaccount.Oryouwillneedtocreateanewone.
ThisshouldbeaGoogleaccountyouplantokeepforeverandthatonlyyouhaveaccessto.YoucanalwaysgrantaccesstoyourGoogleAnalyticstootherpeopledowntheroad,butyoudon'twantsomeoneelsetohavefullcontroloverit.
BigTip:Don'tletanyone(yourwebdesigner,webdeveloper,webhost,SEOperson,etc.)createyourwebsite'sGoogleAnalyticsaccountundertheirownGoogleaccountsotheycan"manage"itforyou.Ifyouandthispersonpartways,theywilltakeyourGoogleAnalyticsdatawiththem,andyouwillhavetostartallover.
1Sourceofinformation:https://moz.com/blog/absolute-beginners-guide-to-google-analytics
Setupyouraccountandproperty
OnceyouhaveaGoogleaccount,youcangotoGoogleAnalyticsandclicktheSignintoGoogleAnalyticsbutton.YouwillthenbegreetedwiththethreestepsyoumusttaketosetupGoogleAnalytics.
AfteryouclicktheSignUpbutton,youwillfilloutinformationforyourwebsite.
GoogleAnalyticsoffershierarchiestoorganizeyouraccount.Youcanhaveupto100GoogleAnalyticsaccountsunderoneGoogleaccount.Youcanhaveupto50websitepropertiesunderoneGoogleAnalyticsaccount.Youcanhaveupto25viewsunderonewebsiteproperty.
Hereareafewscenarios.
• SCENARIO1:Ifyouhaveonewebsite,youonlyneedoneGoogleAnalyticsaccountwithonewebsiteproperty.
• SCENARIO2:Ifyouhavetwowebsites,suchasoneforyourbusinessandoneforyourpersonaluse,youmightwanttocreatetwoaccounts,namingone"123Business"andone"Personal".Thenyouwillsetupyourbusinesswebsiteunderthe123BusinessaccountandyourpersonalwebsiteunderyourPersonalaccount.
• SCENARIO3:Ifyouhaveseveralbusinesses,butlessthan50,andeachofthemhasonewebsite,youmightwanttoputthemallunderaBusinessaccount.ThenhaveaPersonalaccountforyourpersonalwebsites.
• SCENARIO4:Ifyouhaveseveralbusinessesandeachofthemhasdozensofwebsites,foratotalofmorethan50websites,youmightwanttoputeachbusinessunderitsownaccount,suchas123Businessaccount,124Businessaccount,andsoon.
Youcanalwaysrenameyouraccountsorpropertiesdowntheroad.Notethatyoucan'tmoveaproperty(website)fromoneGoogleAnalyticsaccounttoanother—youwouldhavetosetupanewpropertyunderthenewaccountandlosethehistoricaldatayoucollectedfromtheoriginalproperty.
Fortheabsolutebeginner'sguide,thesetupwouldlooksomethinglikethis.
Beneaththis,youwillhavetheoptiontoconfigurewhereyourGoogleAnalyticsdatacanbeshared.
Installyourtrackingcode
Onceyouarefinished,youwillclicktheGetTrackingIDbutton.YouwillgetapopupoftheGoogleAnalyticstermsandconditions,whichyouhavetoagreeto.ThenyouwillgetyourGoogleAnalyticscode.
Thismustbeinstalledoneverypageonyourwebsite.Theinstallationwilldependonwhattypeofwebsiteyouhave.
Forexample,ifyouhaveaWordpresswebsitewithaplugin,therecouldbeaspecificareatoaddheaderandfooterscriptstoyourwebsite.Seetheexamplebelow:
Alternatively,ifyouhaveaWordPressonyourowndomain,youcanusetheGoogleAnalyticsbyYoastplugintoinstallyourcodeeasilynomatterwhatthemeorframeworkyouareusing.
IfyouhaveawebsitebuiltwithHTMLfiles,youwilladdthetrackingcodebeforethe</head>tagoneachofyourpages.Youcandothisbyusingatexteditorprogram(suchasTextEditforMacorNotepadforWindows)andthenuploadingthefiletoyourwebhostusinganFTPprogram(suchasFileZilla).
IfyouhaveaShopifye-commercestore,youwillgotoyourOnlineStoresettingsandpasteinyourtrackingcodewherespecified.
Asyoucansee,theinstallationofGoogleAnalyticsvariesbasedontheplatformyouuse(contentmanagementsystem,websitebuilder,e-commercesoftware,etc.),thethemeyouuse,andthepluginsyouuse.YoushouldbeabletofindeasyinstructionstoinstallGoogleAnalyticsonanywebsitebydoingawebsearchforyourplatform+howtoinstallGoogleAnalytics.
SetUpGoals
Afteryouinstallyourtrackingcodeonyourwebsite,youwillwanttoconfigureasmall(butveryuseful)settinginyourwebsite'sprofileonGoogleAnalytics.ThisisyourGoalssetting.YoucanfinditbyclickingontheAdminlinkatthetopofyourGoogleAnalyticsandthenclickingonGoalsunderyourwebsite'sViewcolumn.
GoalswilltellGoogleAnalyticswhensomethingimportanthashappenedonyourwebsite.Forexample,ifyouhaveawebsitewhereyougenerateleadsthroughacontactform,youwillwanttofind(orcreate)athankyoupagethatvisitorsendupononcetheyhavesubmittedtheircontactinformation.Or,ifyouhaveawebsitewhereyousellproducts,youwillwanttofind(orcreate)afinalthankyouorconfirmationpageforvisitorstolandupononcetheyhavecompletedapurchase.
ThatURLwilllikelylooksomethinglikethis.
• http://123business.com/thank-you• http://123business.com/thank-you/• http://123business.com/thank-you.html
InGoogleAnalytics,youwillclickontheNewGoalbutton.
YouwillchoosetheCustomoption(unlessoneoftheotheroptionsaremoreapplicabletoyourwebsite)andclicktheNextStepbutton.
Youwillnameyourgoalsomethingyouwillremember,selectDestination,andthenclicktheNextStepbutton.
Youwillenteryourthankyouorconfirmationpage'sURLafterthe.comofyourwebsiteintheDestinationfieldandchangethedrop-downto"Beginswith".
Youwillthentogglethevalueandenteraspecificdollarvalueforthatconversion(ifapplicable)andclickCreateGoaltocompletethesetup.
Ifyouhaveothersimilargoals/conversionsyouwouldliketotrackonyourwebsite,youcanfollowthesestepsagain.Youcancreateupto20goalsonyourwebsite.Besurethattheonesyoucreatearehighlyimportanttoyourbusiness.Thesegoals(formostbusinesses)includeleadformsubmissions,emaillistsignups,andpurchasecompletions.Dependingonyourwebsiteanditspurpose,yourgoalsmayvary.
NotethatthisisthesimplestofallconversiontrackinginGoogleAnalytics.YoucanreviewthedocumentationinGoogleAnalyticssupporttolearnmoreaboutsettingupgoaltracking.
Setupsitesearch
AnotherthingyoucansetupreallyquicklythatwillgiveyouvaluabledatadowntheroadisSiteSearch.Thisisforanywebsitewithasearchboxonit.First,runasearchonyourwebsite.Thenkeepthetabopen.YouwillneedtheURLmomentarily.
GotoyourGoogleAnalyticsAdminmenuagain,andintheViewcolumn,clickonViewSettings.
ScrolldownuntilyouseeSiteSettingsandtoggleittoOn.
LookbackatyourURLforyoursearchresults.Enterthequeryparameter(usuallysorq)andclickSave.OnMoz,forexample,thequeryparameterisq.
ThiswillallowGoogleAnalyticstotrackanysearchesmadeonyourwebsitesoyoucanlearnmoreaboutwhatyourvisitorsarelookingforonspecificpages.
Addadditionalaccountsandproperties
IfyouwanttoaddanewGoogleAnalyticsaccount,youcandosobygoingtoyourAdminmenu,clickingonthedrop-downundertheAccountcolumn,andclickingtheCreateNewAccountlink.
Likewise,ifyouwanttoaddanewwebsiteunderyourGoogleAnalyticsaccount,youcandosobygoingtoyourAdminmenu,clickingonthedrop-downunderthePropertycolumn,andclickingtheCreateNewPropertylink.
Thenyouwillcontinuethroughalloftheabove-mentionedsteps.
Onceyou'veinstalledGoogleAnalyticsonyourwebsite(s),setupyourgoals,andsetupsitesearch(es),youshouldwaitabout24hoursforittostartgettingdata.Thenyouwillbeabletostartviewingyourdata.
HowtoviewGoogleAnalyticsdata
OnceyoustartgettinginGoogleAnalyticsdata,youcanstartlearningaboutyourwebsitetraffic.EachtimeyoulogintoGoogleAnalytics,youwillbetakentoyourAudienceOverviewreport.Alternatively,ifyouhavemorethanonewebsite,youwillbetakentoyourlistofwebsitestochoosefrom,andthentakentotheAudienceOverviewreportforthatwebsite.Thisisthefirstofover50reportsthatareavailabletoyouinGoogleAnalytics.YoucanalsoaccessthesereportsbyclickingontheReportinglinkatthetop.
Standardreportfeatures
MostofthestandardreportswithinGoogleAnalyticswilllooksimilartothis.Atthetopright,youcanclickonthedrop-downarrownexttoyourwebsitetoswitchtodifferentwebsiteswithinallofyourGoogleAnalyticsaccounts.OryoucanclicktheHomelinkatthetop.
Inthereportatthetopright,youcanclickonthedatestochangethedaterangeofthedatayouareviewing.YoucanalsochecktheCompareboxtocompareyourdatafromonedaterange(suchasthismonth)toapreviousdaterange(suchaslastmonth)toviewyourdata.
YoucanhoveroveravarietyofareasonyourGoogleAnalyticsreportstogetmoreinformation.Forexample,intheAudienceOverview,hoveringoverthelineonthegraphwillgiveyouthenumberofsessionsforaparticularday.Hoveringoverthemetricsbeneaththegraphwilltellyouwhateachonemeans.
Beneaththemainmetrics,youwillseereportsthatyoucanswitchthroughtoseethetoptenlanguages,countries,cities,browsers,operatingsystems,servicesproviders,andscreenresolutionsofyourvisitors.
Youcanclickthefullreportlinkoneachtoseethefullreports.Oryoucanclickonanyofthetoptenlinkstoseemoredetails.Forexample,clickingontheUnitedStatesinCountrieswilltakeyoutothefullLocationreport,focusedinonvisitorsfromstateswithintheUS.
Inthisview,youcanhoverovereachstatetoseethenumberofvisitorsfromthatstate.Youcanscrolldowntothetableandhoverovereachcolumnnametolearnmoreabouteachmetric.
Youcanalsoclickonthenameofeachstatetoseevisitorsfromcitieswithinthestate.Effectively,anytimeyouseeaclickablelinkora?nexttosomething,youcanclickonitorhoveroverittolearnmore.Thedeeperyoudiveintoyouranalytics,themoreinterestinginformationyouwillfind.
TypesofGoogleAnalyticsreports
Speakingofreports,hereisquicksummaryofwhatyouwillfindineachofthestandardGoogleAnalyticsreportingsections,accessibleintheleftsidebar(seeimageontheleft).
Everythingin(parenthesis)isaspecificreportorsetofreportswithinthefollowingsectionsthatyoucanreferto.
Audiencereports
Thesereportstellyoueverythingyouwanttoknowaboutyourvisitors.Inthem,youwillfinddetailedreportsforyourvisitors'ageandgender(Demographics),whattheirgeneralinterestsare(Interests),wheretheycomefrom(Geo>Location)andwhatlanguagetheyspeak(Geo>Language),howoftentheyvisityourwebsite(Behaviour),andthetechnologytheyusetoviewyourwebsite(TechnologyandMobile).
Acquisitionreports
Thesereportswilltellyoueverythingyouwanttoknowaboutwhatdrovevisitorstoyourwebsite(AllTraffic).Youwillseeyourtrafficbrokendownbymaincategories(AllTraffic>Channels)andspecificsources(AllTraffic>Source/Medium).
Youcanlearneverythingabouttrafficfromsocialnetworks(Social).YoucanalsoconnectGoogleAnalyticstoAdWordstolearnmoreaboutPPCcampaignsandtoGoogleWebmasterTools/SearchConsoletolearnmoreaboutsearchtraffic(SearchEngineOptimization)
Behaviourreports
Thesereportswilltellyoueverythingyouwanttoknowaboutyourcontent.Particularly,thetoppagesonyourwebsite(SiteContent>AllPages),thetopentrypagesonyourwebsite(SiteContent>LandingPages),andthetopexitpagesonyourwebsite(SiteContent>ExitPages).
IfyousetupSiteSearch,youwillbeabletoseewhattermsaresearchedfor(SiteSearch>SearchTerms)andthepagestheyaresearchedupon(SiteSearch>Pages).
Youcanalsolearnhowfastyourwebsiteloads(SiteSpeed)aswellasfindspecificsuggestionsfromGoogleonhowtomakeyourwebsitefaster(SiteSpeed>SpeedSuggestions).
Conversions
IfyousetupGoalswithinyourGoogleAnalytics,youcanseehowmanyconversionsyourwebsitehasreceived(Goals>Overview)andwhatURLstheyhappenedupon(Goals>GoalURLs).Youcanalsoseethepaththatvisitorstooktocompletetheconversion(Goals>ReverseGoalPath).
Speakingofgoalsandconversions,mostofthetableswithinGoogleAnalyticsstandardreportswilltiespecificdatatoyourconversions.Forexample,youcanseethenumberofconversionsmadebyvisitorsfromCaliforniaintheAudience>Geo>Locationreport.YoucanseethenumberofconversionsmadebyvisitorsfromFacebookintheAcquisitions>AllTraffic>Source/Mediumreport.YoucanseethenumberofconversionsmadebyvisitorswholandedonspecificpagesintheBehavior>SiteContent>LandingPagesreport.
Ifyouhavemultiplegoals,youcanusethedropdownatthetopofthatsectionofdatatoswitchtothegoalyouwanttovieworallofyourgoalsifyouprefer.
Shortcutsandemails
Whileyouwon'tneedeveryreportwithinGoogleAnalytics,youshouldexplorethemalltoseewhattheyhavetooffer.Whenyoufindsomethatyouwanttovisitagainandagain,usetheShortcutlinkatthetopofthereporttoaddthemtotheShortcutsinyourleftsidebarforfasteraccess.
Or,usetheemailbuttontohavethememailedtoyou(orothersonyourteam)onaregularbasis.
Ifyouchoosetosendemailstosomeoneoutsideofyourorganization,besuretoregularlycheckyouremailsbygoingtoyourAdminmenuandclickingontheScheduledEmailsboxundertheViewcolumntoensureonlypeopleworkingwithyourcompanyaregettingyourdata.
AnswerstocommonquestionsaboutGoogleAnalytics
Gotafewquestions?HerearesomeofthecommononesthatcomeupwithGoogleAnalytics.
HowdoIsharemyGoogleAnalyticsdatawithsomeone?
Youdon'thavetogiveyourGoogleaccountinformationovertosomeonewhoneedsaccesstoyourGoogleAnalyticsdata.YoujustneedtogotoyourAdminmenuandundertheAccount,Property(website)orViewyouwantsomeonetosee,clicktheUserManagementmenu.
Fromthere,youcanaddtheemailaddressofanyoneyouwouldliketoviewyourGoogleAnalyticsdataandchoosethepermissionsyouwouldlikethemtohave.
Idon'tlikeviewingthereportsinGoogleAnalytics.Cansomeonejustsummarizethedataforme?
Yes!QuillEngageisaservicethatwilltakeyourGoogleAnalyticsdataandsummarizeitinaneasy-to-readreportforyou.Bestofall,it'sfreeforuptotenprofiles(websites).
Ihaveadozenwebsites,andIdon'twanttocheckeachoftheirGoogleAnalyticsonadailybasis.WhatdoIdo?
Youhavetwooptionsinthisscenario.YoustartbygoingtotheHomescreenofGoogleAnalytics.There,youwillfindalistingofallyourwebsitesandanoverviewofthetopmetrics—sessions,averagesessionduration,bouncerate,andconversionrate.
YoucanalsotrybusinessdashboardsolutionslikeCyfe.For$19amonth,youcancreateunlimiteddashboardswithunlimitedwidgets,includingalargeselectionofdatafromGoogleAnalytics,alongsidedatafromyoursocialmedianetworks,keywordrankings,Mozstats,andmore.
Thissolutionsignificantlycutsdownonthetimespentlookingatanalyticsacrosstheboardforyourentirebusiness.
GoogleAnalyticssaysthat90%+ofmyorganickeywordsare(notprovided).WherecanIfindthatinformation?
(notprovided)isGoogle'swayofprotectingsearchengineuser'sprivacybyhidingthekeywordstheyusetodiscoveryourwebsiteinsearchresults.ToolslikeGoogleWebmasterTools2(free),AuthorityLab'sNowProvidedReports3(paid),andHittail4(paid)canallhelpyouuncoversomeofthosekeywords.
2https://www.google.com/webmasters/tools/home3https://authoritylabs.com/now-provided/4https://www.hittail.com/
Theywon'tbelinkedtoyourconversionsorotherGoogleAnalyticsdata,butatleastyouwillhavesomecluewhatkeywordssearchersareusingtofindyourwebsite.
HowdoIuseCustomReports,Dashboards,andSegments?
Ifyou'rereadytomovetothenextlevelinGoogleAnalytics,CustomReports,Dashboards,andSegmentsarethewaytogo.CustomReports(undertheCustomizationmenuatthetop)allowyoutocreatereportsthatlooksimilartothestandardGoogleAnalyticsreportswiththemetricsyouwanttoview.
DashboardsallowyoutoviewyourGoogleAnalyticsdatainadashboardformat.Youcanaccessthematthetopoftheleftsidebar.
SegmentsallowyoutoviewallofyourGoogleAnalyticsdatabasedonaspecificdimension,suchasallofyourGoogleAnalyticsdatabasedonvisitorsfromtheUnitedStates.Youcanalsousethemtocompareuptofoursegmentsofdata,suchasUnitedStatesversusUnitedKingdomtraffic,searchversussocialtraffic,mobileversusdesktoptraffic,andmore.YoucanaccessSegmentsineachofyourreports.
Thenicepartabouttheseisthatyoudon'thavetocreatethemfromscratch.Youcanstartbyusingpre-definedCustomReports,Dashboards,andSegmentsfromtheGoogleSolutionsGallery.
There,youwillfindlotsofCustomReports,Dashboards,Segments,andothersolutionsthatyoucanimportintoyourGoogleAnalyticsandedittofityourneeds.EditCustomReportswiththeEditbuttonatthetop.
EditDashboardsusingtheAddWidgetorCustomizeDashboardbuttonsatthetop.
EditSegmentsbyclickingtheActionbuttoninsidetheSegmentsselectorboxandchoosingEdit.
Or,whenyouhaveappliedSegmentstoyourreports,usethedrop-downarrowatthetoprighttofindtheEditoption.
AsyougetusedtoeditingCustomReports,Dashboards,andSegments,youwillgetmorefamiliarwiththewayeachworkssoyoucancreatenewonesonyourown.
TRACKINGCAMPAIGNSINGOOGLEANALYTICS
(Source:https://www.shopify.com.sg/blog/14759449-how-to-track-your-marketing-campaigns-in-google-analytics)
Beforeyoucontinue,you'llneedtohaveGoogleAnalyticssetupandconnectedtoyourwebsite.Thisisdescribedinthearticleabove.
Let'ssayyouhaveseveralbloggerslineduptopostsponsoredreviewsforyourproductlaunch.Howcouldyoutrackeachofthecampaignstoseewhichonewasmosteffective,aswellaswhichonewasleasteffective?
Thisisimportantinformationthatcanhelpyoudecideifyoushouldpayforfurthersponsoredpostsinthefuture.Thisiswherelinktracking,alsoknownasUTMParameterscomesintoplay.
WhatAreUTMParameters?
SowhatexactlyareUTMParameters?UTMisanacronymforUrchinTrackingModuleandistheformatGoogleusestotrackURL's.ThenameUrchinitselfcomesfromGoogle'searlydays(2004)whentheyacquiredthecompanyUrchin,whichwaslaterturnedintoGoogleAnalytics.
UTMParametersaresimplysmallpiecesofinformationthatcanbeaddedtotheendofanyURLthatgivesGooglemoreinformationaboutthatparticularlink.
You'velikelyseenthembefore.AlinkwithasimpleUTMParametermightlooksomethinglikethis:
http://www.website.com/?utm_source=emailcampaign
ThepartafterthequestionmarkisaUTMParameter.Whensomeoneclicksonthatlink,GoogleAnalyticsforthatparticularwebsitewillreadandrecordthatparameterinformation.
TheUTMParameters
TherearefiveUTMparametersthatcanbeusedfortrackingvariouspiecesofinformationinGoogleAnalytics,threearerequiredandtwothatareoptional.Let'slookateachonetounderstandmore:
RequiredParameters
• CampaignSource(utm_source)–Thisisgenerallyusedtodescribethewebsiteormainsourceinwhichthelinkwillbeplaced.Forexample,forexamplethenameofthewebsitedisplayingyouradsorifyou'reusingthelinkinanemailnewsletter,youmayuse"newsletter".
• CampaignMedium(utm_medium)–Mediumisusedtodescribethemarketingactivity.Forexample,youmaywanttocallthis"ppc"ifyou'reusingthisforapay-per-clickcampaignor"review"ifyou'reusingthelinktotracktrafficfromaproductreviewonablogger'ssite.
• CampaignName(utm_campaign)–Campaignreferstotheoverallcampaignyou'rerunning.Forexample,itcouldrefertoaproductlaunch,asummercampaignoraparticularsale.
OptionalParameters
• CampaignTerm(utm_term)–CampaignTermisusedfortrackingparticularkeywordsifyou'rerunninganAdwordscampaign.
• CampaignContent(utm_content)–Thisparameterishelpfulifyou'resplittestingads.Inthiscaseyoucouldtrackeachadtoseewhichwasmosteffectivefordrivingtraffic.
BuildingYourOwnTrackableURLsAllyouhavetodototrackcampaignsautomaticallyisuseGoogle’sCampaignURLBuildertooltocreateatrackableURL.ThistoolmakesitreallyeasytobuildyourURL'swithalltherelevantinformation.AllyouhavetodoisentertheURLyouwanttotrack,alongwiththeparameterstotrack.
Onceyouclicksubmit,GooglewillgiveyouyourtrackableURL.Itwilllooksomethinglikethis:
www.yoursite.com/?utm_source=newsletter&utm_medium=email&utm_campaign=2014%20summer%20sale
OnceyouhavetheURL,youcancopyitanduseitforyourmarketingcampaignstobegintracking.
BestPracticesCreatingTrackableURL's
Sincethereportsforthelinksareyourown,there'sreallynowrongwaytocreateyourtrackedURL's,however,therearearefewsuggestionsthatwillhelp:
• Considerastandardnamingconventionupfront.BecauseeachURL'swillhavemultipleparameters,thingscangetmessyanddifficulttoreadlaterunlessyouadoptasimilarstyleupfrontfornamingeverything.
• Keepinmindthatanyoneclickingonthelinkwillbeabletoseetheparametersnamessodon'twriteanythingyouwouldn'twantyourcustomerstosee.
• Parametersshouldallbewritteninlowercaseletters.• BecausetheURL'stendtobelong,youcanalwaysconsiderusingalinkshortener
servicelikebit.lytomakethemshorter.• Onlycreateparametersthatarenecessary.
ViewingYourCampaignReportsTheURL'syoucreatewillautomaticallybetrackedbyGoogleAnalyticsasthey'reclickedonthroughouttheweb.Google(andotheranalyticssoftware)willrecordalltheparametersfromeachlinkandpresentittoyouinahandyreport.
Keepinmindthatsometimesitcantakeupto24hoursforGoogletoreceiveandrecorddata,soifyoudon'tseeclicksshowinguprightaway,justbepatient.
Toviewtheinformationonhowyourcampaignsarepreforming,logintoyourGoogleAnalyticsaccountandonthelefthandmenu,clickonAcquisitionreports:
ThenclickonCampaigns:
Inthisreport,you'llhavealistofallofthecampaignsyou'vetracked.Youcanclickoneachcampaigntoviewmoreinformationontrafficaswellasinformationonanysalesresultingfromeachcampaign,providedyouhaveecommercetrackingturnedoninGoogleAnalytics.
Aswithanytrafficsource,youcanviewthemetricsmostimportanttoyouincludingsales,goals,bouncerate,pageviewsetc.,todeterminewhichelementsarethemosteffectiveforyourcampaigns.
Note:CampaignswillonlyshowupinyourGoogleAnalyticsCampaignreportsifthelinksareclickedon.
WhenShouldYouUseUTMParameters?
UTMParametersareaneasywaytotrackperformanceofawidevarietyofonlinemarketinginitiatives.Somemarketingactivitiesyoumaywanttotrackinclude:
• GuestBlogPosts-Youkeephearingthatcontentiskingandthatyoushouldbeguestbloggingonotherwebsiteswithinyourniche.Buthoweffectiveareyourguest
blogposts?TryusingatrackableURLinyournextguestblogposttofindoutexactlyhowmuchtrafficandsalesyourpostsaredriving.
• Social-YouspendcountlesshoursbuildingyourFacebookfanpageandTwitteraccount,buthowmanypeopleareclickingonthelinkinyourprofiletocheckoutyourstore?Furthermore,arethosepeoplebuyingfromyou?Atrackablelinkinyoursocialprofilescanhelpyouuncoverthetruereturn-on-investmentofallyourhardwork.
• Email-Ittakestimetocomeupwithgreatcampaignsandcraftingtheperfectemailtosendouttoyourcustomers.AdvancedemailmarketingprogramscanhelpyoutracksalesfromyouremailsbutusingatrackableURLinyouremailsisaquickandeasywaytoknowwhichemailsareworkingandwhicharen't.
• Features-Oneofthebestwaystogetlotsoftrafficandsalesisbygettingfeaturedbybloggers,Instagrammers,mediapublicationsandYouTuberswithalargefollowing.MakesuretogivethematrackableURLtodiscoverexactlywhodrivesthemostqualifiedtraffictoyourstore.
• BannerAds-UsingatrackableURLforbanneradswillnotonlyhelpyouunderstandtheeffectivenessofyourcampaignbutalsowillallowyoutoeasilytrackthesuccessofeachvariationofbannertoseewhichoneperformsthebest.
Besidestheaboveexamples,youcanreallyuselinktrackinganywhereyoucansharealinkandwanttoknowmoreaboutwho'sclickingonit.
