You are running a digital business and you decide it is time to run an offer, a special sale to increase sales, brand awareness or get rid of old stock.
Independently from your business goal, every time you promote a special offer, a discount or any other form of marketing you want to be able to track your efforts: whatever it is the promotion and the medium you are using (social media, email, blog post), you are sending your visitors or potential customers to a specific -landing- page.
In addition, it might be that you are using multiple sources for delivering your promotion. If that is the case, you also want to determine which one is the most successful in driving people to conversion so that you can increase ROI and plan future strategies effectively.
As always, Google Analytics comes in our aid.
Why you should add a tag to your campaign links
In Google Analytics, if you do not add a tag to your campaign, GA refers to campaign traffic as “Direct Referral” (the same category in which are listed users that type the page URL directly into a browser).This means that you won’t be able to determine how much your campaign generated in terms of revenue. Conversely, by adding a tag, GA can more precisely track how a user came to the site and therefore determine how successful a campaign is to generate traffic.
How to generate a link tag manually
Every time you run a campaign, you send your visitors to a specific landing page. This landing page is a link advertised via email, social media or blog post. Generally, it would look something like this:
<a href=http://www.yourdomain.com/landing-page.html>Click here</a>
In order to generate a tag, you need three parameters:
- utm_source (the marketing vehicle, such as Facebook, newsletter, guest blog post)
- utm_medium (the digital medium, such as social media or email)
- utm_campaign (your campaign name)
A real example would look something like this:
- utm_source = Facebook
- utm_medium = Social Media
- utm_campaign = Summer Sale
This example would turn your landing page link into this link:
<a href=http://www.yourdomain.com/landing-page.html?utm_source= facebook&utm_medium=social_media&utm_campaign=summer_sale>Click here</a>
How to add a tag using GA developers help
Luckily for GA, you do not need to generate a link tag manually, as GA provides a convenient software that allow you to generate a code containing all the required information. You can easily create a link tag for your campaign at URL builder, Analytic help (https://support.google.com/analytics/answer/1033867?hl=en).
Track your campaigns
In the Acquisition > Campaign > All Campaigns, you will find how much the campaigns contributed to the overall traffic in the specific time frame (You can change it by selecting dates from the right-hand side top corner).
Below the Explorer Summary graph, GA lists all the running campaigns for the specific time frame and how much they contributed individually to Acquisition, Behavior and Conversion. Next to the Summary menu, you can switch to Site Usage and E-commerce data (if you have generated any Goals, they will be listed as well). By selecting any of these options, you should be able to answer questions such as:
- Which one was the most successful campaign?
- How many new users were captured by this campaign?
- Was the site engagement better? Lower bounce rate?
- Was the revenue increased by the campaign?
In the Site Usage, you discover more about user engagement such as number of pages viewed or bounce rate, while in the E-commerce menu, more about the revenue that the campaign contributed to.
As we stated at the beginning, you also want to know which aspect of the campaign contributed the most when you are using different media and sources to promote your campaign. To do that, you need to go back to the Summary page and click on one specific campaign. If all your sources possess the same tracking code, they should all appear under the same campaign. If that is the case, social media, email marketing, blogs and any assisting pages (those that drive to the conversion page) should all appear when you click on a specific campaign from the Summary menu. Finally, to discover more about each single source, you can switch to Site Usage and E-commerce menu.
Follow up on Campaigns
Let’s assume that people that came from social media pages, spent more time on your site but converted less, while people that came from the blog pages converted more but where less engage. If that was the case, you could follow up by using social media to nurture your leads and/or turn our first visitors into leads by creating engaging content. Conversely, people that come from your blog where readier to convert and showed a higher ROI in the E-commerce menu. If that was the case you can start by sending people from your social media to your blog as it seems that people that regularly visit the blog convert more often; for instance, Flow Charts could help you in setting up a follow-up strategy based on the data you collected.
In conclusion, tracking your campaign efforts is fundamental in understanding which sources/medium works the best to deliver ROI and how the visitors behave after reaching the landing page. All the collected information will also be vital to design future campaigns and follow ups.