Hello! Today I’m going to give you some uber useful information for smart marketing (smarketing) through Google Analytics*. Let’s say you have a pretty great promotional campaign planned for one of your blog posts. It includes an email, a Google ad, and a Facebook ad. Each of these pieces points to a specific landing page you set up on your site. Great – you’re a very smarketing cookie, I can tell. But let’s backtrack a little bit before you finalize those promotional pieces.
When everything is said and done, you want to be able to track how well each piece performed, so that next year, you can put your resources where they’re most effective. How do you do that? By creating a Campaign URL in Google Analytics, and using that URL for your promotional materials. The process is super easy – I’m going to walk you through it, and then explain why this is so important for your biz.
* If you’re like, “Hold up Tiff, I don’t have Google Analytics,” then visit the WPBeginner tutorial on installing Google Analytics.
Create a Campaign URL in Google Analytics
Visit the Google Analytics URL Builder to set up the Campaign URL.
You will see the following required fields:
This is where you would say where the visitor was coming from. Some examples for my URL would be MediaQueryemail, MediaQueryGoogle, or MediaQueryFB. I’m going to choose MediaQueryFB.
This is where you would put the type of source it was, such as email, google, or socialmedia. I’ll put in socialmedia, since the source is the FB ad.
This is how you label it so you know what the campaign was about (MediaQuery).
These fields aren’t required, but you can fill them in if you want:
This is only if you did paid search on a search engine and want to include the terms you used.
This would be useful in a situation where you used more than one Facebook ad, and you could differentiate between the two here.
Once you’ve filled out applicable/required fields, click the Submit button.
This is the URL I get:
Now, as I’m setting up my marketing piece for Facebook, instead of using the plain URL, I’m going to send people to the URL I just created. Once promotions are over, I can log into Google Analytics, navigate to the Behavior > Site Content > All Pages and enter the campaign name into the Search bar to take a look at the results. If I do this for each promotional piece, I’ll have unique tracking set up for each one.
Why is this important, Tiff?
Say you go the route of using only the regular URL for each promotional piece, and not one that was set up in GA. You could still track to see how much traffic came to your site during your promotion, which is great. But you won’t be able to tell which medium got the *most* traffic for you. If 30 people clicked through for your email, but only 9 clicked through for the Google Ad, that’s telling you that for your next campaign, more time and effort should be spent on email promotions, because those are the ones that get you more interaction. Without knowing where your visitors are coming from, how can you best serve them, and serve your business?
Online marketing has so much potential because everything is trackable. Take a few extra seconds to set up these URLs, and you’re setting yourself up for a smarter business model. Please let me know if you have any questions in the comments – I’ll be glad to answer!
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