If you have a website, you’re probably interested in tracking traffic to it, and Google Analytics is one of the most popular (and free!) options out there. It provides a tremendous amount of detail about your site visitors including their demographics, where they came from, their behavior while on the site and more. You may not know, however, that you can track the effectiveness of your various digital campaigns by using Google Analytics’ custom campaign parameters.

By appending specific details to your URL—in a marketing email, e-newsletter, banner ad, QR code, etc.—you can track how effective a specific effort was in driving traffic to your website—right down to a specific link within the e-newsletter or ad.

There are five different identifying campaign parameters you can append to your custom campaign URL including the campaign, medium, source, term and content.

For example, you’re sending out the first of several emails to promote an early attendee registration offer, and in addition to how much traffic this email generated you want to know if the blue registration button at the top of the email generated more traffic than the green one at the bottom. Your URL might look something like this:

http://www.yourwebsite.com/registration/?utm_campaign=MYEXPOattendee&utm_medium=email&utm_source=earlybird1&utm_content=bluebutton

When you build your email you’ll use this link for the blue registration button at the top of your email. For your green button, your URL will be different:

http://www.yourwebsite.com/registration/?utm_campaign=MYEXPOattendee&utm_medium=email&utm_source=earlybird1&utm_content=greenbutton.

Make sure you remember what each element means to your campaign so that when they start showing up in your Google Analytics reports you will understand what your data is telling you.

To help you get started, Google offers several tools to help you easily generate your custom campaign URLs, or you can do it manually. And of course, we’re always here to help as well. Give us a call!

 

 


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