Do you want to track any online marketing campaigns with Google Analytics? The best way to track your online marketing campaigns is to build a custom URL with UTM parameters. In this article, we’ll explain how to track any marketing campaign in Google Analytics.
The Problem With Marketing Campaign Tracking in Google Analytics
If you want to optimize your marketing campaigns and boost conversions, you need to be able to properly track your campaigns.
While Google Analytics can automatically identify the source and other parameters of most of your online marketing campaigns, at times it fails to identify your campaigns. That makes it harder to optimize them and measure your success.
Below are some instances when Google Analytics can’t identify your campaigns.
- Email marketing: Google Analytics often fails to identify clicks from your email newsletters.
- Offline documents: Traffic from your lead magnets such as PDF ebooks are wrongly categorized as direct traffic in Google Analytics.
- Organic search: Depending on browser issues, sometimes Google Analytics fails to identify the source of your organic search traffic.
- Mobile apps: Analytics can’t identify the exact source of traffic if it originates from mobile social media apps.
To solve this issue and better track any of your marketing campaigns, whether it is advertisements, guest posts, social media campaigns etc., you can build a custom URL just for them with UTM parameters.
UTM parameters, also known as UTM codes are little snippets of text added to the end of your URL to help you better track your marketing campaigns.
For example, if you want to track the performance of your email marketing campaigns, you can build a custom URL and promote it in your emails. Here’s an example of a custom URL with UTM parameters.
The highlighted part in the above URL is UTM parameters. When your subscribers click on the link, Google Analytics can easily identify the campaign and track its performance.
How to Track Marketing Campaigns in Google Analytics
Let’s take a look at how to build a custom URL with UTM parameters in MonsterInsights to better track marketing campaigns.
MonsterInsights is the best Google Analytics plugin for WordPress, allowing you to add Google Analytics to your site in just a few clicks – no coding required.
Plus, MonsterInsights offers a built-in UTM code builder right in your WordPress dashboard so you can easily set up marketing campaign tracking.
Here’s how to use it:
Step 1: Install MonsterInsights
The first thing you need to do is to install MonsterInsights on your site and connect it to Google Analytics. For more help on this step, read how to properly connect Google Analytics to MonsterInsights.
Step 2: Create Campaign URLs With UTM Codes
To track your marketing campaigns, you need to build a custom campaign URL with UTM codes. Navigate to Insights » Tools to see the URL builder.
In the URL builder, specify your website URL and other campaign information. Except Website URL and Campaign Source, all other fields are optional.
- Website URL: In this field, you can enter the website URL you want the link to go to.
- Campaign Source (utm_source): A parameter to identify the source of the traffic the link is featured in such as Facebook, newsletter, search engine, etc.
- Campaign Medium (utm_medium): A parameter to identify the type of marketing medium such as email, ads, etc.
- Campaign Name (utm_campaign): It lets you identify a specific product promotion or a strategic campaign. Example: spring_sale
- Campaign Term (utm_term): This optional field is a good idea to use if you’re running a paid search campaign. It identifies the keywords of your ads. Example: running+shoes
- Campaign Content (utm_content): You can use this field if you’re A/B testing the performance of your campaign. This optional parameter is used to differentiate ads that point to the same URL. Example: logolink or textlink
- Use Fragment: When you check this box, your UTM codes will be built using fragments instead of queries (for example, http://www.example.com#utm_source=google instead of http://www.example.com?utm_source=google). This method isn’t recommended, but available for those who prefer it.
When you’re done entering your campaign information, scroll to the bottom to get your new URL. You can also use on-the-fly URL shortening with goo.gl within the dashboard.
Once you built the campaign URL, you can use it in your marketing campaigns. This way, you can track the performance of your campaigns in Google Analytics.
How to Find Marketing Campaigns Report in Google Analytics
In your Google Analytics account, you can find your marketing campaigns report under Acquisition » Campaigns » All Campaigns.
By default, Campaign Name is chosen as the primary dimension in your report. Just above the tabular report, you can easily choose a different primary dimension such as Source, Medium, Source/Medium.
We hope this guide helped you enable marketing campaign tracking in Google Analytics.
With UTM parameters, you can even track your offline marketing campaigns in Google Analytics.