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How to Tag your Online Marketing Campaigns in Google Analytics

Guest post by: Aftab Siddiqui

Article Overview: Online Business owners and marketers know the importance of performance measurement of all online marketing campaigns specially Paid Campaigns. If you are not aware of your online campaigns performance, you can not take decision on whether to continue a particular campaign or increase/ decrease budget of a campaign. You may tag all your online marketing campaigns using Google’s URL Builder Tool.

How to Tag your Online Marketing Campaigns in Google Analytics

Online Business owners and marketers know the importance of performance measurement of all online marketing campaigns specially Paid Campaigns. If you are not aware of your online campaigns performance, you can not take decision on whether to continue a particular campaign or increase/ decrease budget of a campaign.

In order to measure the performance of a Campaign, you need to know the volume of online traffic this campaign is generating and the conversion rate. For example a paid campaign on Google can easily be analyzed using Google Analytics and by linking Google Analytics and Google AdWords accounts. Your GA account accurately shows the amount of traffic, no. of inquires, online orders your AdWords campaigns are generating. You can easily analyze the performance of each keyword you are using in your Adwords Campaign. You can easily make adjustment in daily budget and keywords and fine tune your campaign.

On demand of one of my clients, I created Paid Campaigns on Yahoo (Yahoo Marketing) and Bing (Microsoft AdCenter) but when I checked the Google Analytics I did not find these campaigns on my panel. I did not find any traffic coming from Yahoo PPC and Bing PPC although both Yahoo Marketing and AdCenter Admin Panels showing the no. of clicks (You can embed conversion code of AdCenter to view conversion rate in your AdCenter Panel). Actually GA showing traffic sent by Paid Campaigns under Organic traffic; Yahoo Organic and Bing Organic. Not differentiating between paid and organic traffic.

I had to research on how to tag these campaigns on GA. It is very simple to tag your all online marketing campaigns using Google’s URL Builder Tool. Search “URL Builder” in Google and go to URL Builder Page. Enter the URL of landing page of the campaign you need to tag. . If you want to tag different ads. under one campaign you may do so. You may enter same URL for different Ads. to generate different landing page urls for different ads. If it is home page of your web site, enter it here. Now enter “Campaign Source” (referrer: google, citysearch, newsletter4), enter “Campaign Medium” (marketing medium: cpc, banner, email) and “Campaign Name”. You may optionally enter “Campaign Term” (identify the paid keywords) and “Campaign Content” (use to differentiate ads). Now click “Generate URL” button. Use this generated URL as your Campaign or ad. landing page.

Using this URL Builder, you may tag all your online marketing campaigns, including PPC Campaigns on Yahoo, Bing, LinkedIn, Facebook, eMail Marketing Campaigns, banner ads. Campaigns etc. Now you can view Bing PPC and Yahoo PPC under your GA account, if you have assigned “Bing PPC” and “Yahoo PPC” as “Campaign Source”. You may differentiate your different campaigns with these parameters.

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Article Tags: Campaign performance, Online Marketing Campaigns, URL Builder Tool



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