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How to Accurately Track Marketing Campaigns + Free Campaign Tagging Tool

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Learn How to Accurately Track Marketing Campaigns with Tracking Guru Ben Weber, Head of Analytics at In Marketing We Trust (Travel Massive LIVE sponsor).

We'll be answering:
*Why do we need campaign tracking?
*What are UTM parameters?
*Where to find campaigns in Google Analytics?

And you'll learn how to use UTM for:
*Email
*Google ads and other paid campaigns
*Social media campaigns
*Offline campaigns

Publicada em: Dados e análise
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How to Accurately Track Marketing Campaigns + Free Campaign Tagging Tool

  1. 1. CLICKTOCONTINUE HOW TO ACCURATELY TRACK MARKETING CAMPAIGNS CONTACT: benoit@inmarketingwetrust.com.au DATE: 29-05-2019 1
  2. 2. DIGITAL MARKETING & ANALYTIC | DIGITAL BUILT FOR TRAVEL We help some of the best-known travel companies in the world grow, improving marketing and improving ROI while reducing the cost of customer acquisition. We achieve this through funnel optimisation from awareness through to conversion and retention. Our team is unlike any other digital marketing team. We’ve brought together the most skilled digital strategists, analysts, marketers and optimisers from across the world to create a truly world-class team. How we help our customers: ● Develop a data-driven mindset ● Understand customer behaviour ● Generate more qualified traffic ● Increase sales value and customer LTV ● Reduce the cost of customer acquisition GOOGLE CERTIFIED We are a leading Google Marketing Platform Partner. We are certified across all products. FOCUSED ON REVENUE We return an average of $8.60 for every $1 spent with us. TRUSTED BY GLOBAL BRANDS 50% of the most valuable 12 companies ($1,603 bn market cap. ) trust us as a partner. 2
  3. 3. DIGITAL MARKETING & ANALYTIC | BEN BENOIT WEBER ANALYTICS SPECIALIST Hello, my name is BEN ● Educational background in software/research engineering ● Passionate about data ● Specialised in Google Analytics & GTM ● Based in Vietnam, Da Nang benoit@inmarketingwetrust.com.au www.inmarketingwetrust.com.au https://www.linkedin.com/in/benoit-weber/ +84 931503575 3
  4. 4. DIGITAL MARKETING & ANALYTIC | AGENDA ● Why do we need campaign tracking? ● What are UTM parameters? ● How to report on campaigns in Google Analytics ● How to use UTM for: ○ email ○ google ads and paid campaigns ○ social media campaigns ○ offline campaigns 4 4
  5. 5. DIGITAL MARKETING & ANALYTIC | 5 5 WHY DO WE NEED CAMPAIGN TAGGING?
  6. 6. DIGITAL MARKETING & ANALYTIC | WHAT IS CAMPAIGN TRACKING IN GOOGLE ANALYTICS? 6 6
  7. 7. DIGITAL MARKETING & ANALYTIC | If tagging is not properly done, you won’t be able to distinguish sources and report on your ROI. LIMITATIONS OF GA WITHOUT PROPER TAGGING 7 7 (direct) / (none) facebook / referral Sponsored Sponsored instagram / referral
  8. 8. DIGITAL MARKETING & ANALYTICS |DIGITAL MARKETING & ANALYTICS | 8 There are in total 5 UTM parameters: ● Source ● Medium ● Campaign ● Content ● Term WHAT ARE UTM PARAMETERS ? https://www.inmarketingwetrust.com.au?utm_source=tml&utm_medium=p resentation&utm_campaign=ben&utm_content=slide-9&utm_term=urchin
  9. 9. DIGITAL MARKETING & ANALYTIC | 9 9 The source describes where your visitors came from. It refers to ‘who’ sent the traffic to your site. In GA, utm_source appears as ‘Source’. WHAT IS SOURCE? source: linkedin source: signature source: google
  10. 10. DIGITAL MARKETING & ANALYTIC | 1010 The medium describes the medium the link was used on. It refers to ‘how’ the user accessed your site. In GA, utm_medium appears as ‘Medium’. WHAT IS MEDIUM? source: linkedin medium: referral source: signature medium: email source: google medium: cpc or organic
  11. 11. DIGITAL MARKETING & ANALYTIC | Campaign is used to identify your campaign name. In Google Analytics, utm_campaign appears as ‘Campaign’. 1111 WHAT IS CAMPAIGN? source: linkedin medium: referral campaign: NA source: signature medium: email campaign: ben source: google medium: cpc or organic campaign: ads campaign name or NA
  12. 12. DIGITAL MARKETING & ANALYTIC | 1212 Term is used to identify paid search keywords but can be used for email campaigns subject or anchor. Content is used to differentiate similar content or links within the same ad or email or content. In Google Analytics, utm_term appears as ‘Keyword’ and utm_content as ‘Ad Content’. HOW TO USE CONTENT AND TERM
  13. 13. DIGITAL MARKETING & ANALYTIC | 1313 Source, Medium and Campaign are the 3 most important UTM parameters. ● Source and Medium will be used by GA to classify your traffic into a channel. ● Campaign will be used to monitor your campaign performance. Use Term and Content to bring more granularity in your reporting if required. THE MOST IMPORTANT UTM PARAMETERS utm_source utm_medium utm_campaign
  14. 14. DIGITAL MARKETING & ANALYTIC | 1414 By default, Google Analytics uses its default channel grouping. Channels are a more aggregated and user-friendly label than source/medium. In total, there are 9 default channels: Direct, Organic Search, Social, Email, Affiliates, Referral, Paid Search, Other Advertising and Display. WHAT IS A CHANNEL IN GOOGLE ANALYTICS?
  15. 15. DIGITAL MARKETING & ANALYTIC | 1515 Based on UTM parameters, sessions will be attributed to a default channel in Google analytics. LINK BETWEEN UTM AND CHANNELS AFFILIATES Websites you consider affiliates Blogger, partner site utm_medium = affiliate ORGANIC SEARCH Click throughs from Search Engines Google, Yahoo, Bing, Baidu utm_medium = organic PAID SEARCH Paid campaigns Google Ads, Bing Ads utm_medium = cpc|ppc|paidsearch Ad Dist Network is not Content REFERRAL Websites not recognised as search engines. Forums, blogs, related sites utm_medium = referral DIRECT Anyone typing the URL directly, or using a bookmark Unknown source No utm parameter SOCIAL Click throughs coming from a social network Facebook, Twitter, Instagram utm_medium=social|social- network|social- media|sm|socialnetwork|social media DISPLAY Display campaigns on GDN Remarketing campaigns for Abandonment Remarketing utm_medium = display|cpm|banner Ad Distribution Network is Content EMAIL Traffic coming from emails Newsletter, Promotion/offer utm_medium = email OTHER ADVERTISING Any advertising activity that falls into cpv, cpa or cpp Any other adverts utm_medium = cpv|cpa|cpp|content-text (OTHER) Any traffic not matching any other channel
  16. 16. DIGITAL MARKETING & ANALYTIC | 1616 Session #3 User gets an email from IMWT and clicks on the signature. utm_source=google utm_medium=organic Session #1 After running a test in CMA, the user clicks on IMWT link. Session #2 The same user searches for IMWT and accesses the site through SERP ORGANIC SEARCH Click throughs from Search Engines Google, Yahoo, Bing, Baidu utm_medium = organic EMAIL Traffic coming from emails Newsletter, Promotion/offer utm_medium = email EXAMPLE: SOURCE / MEDIUM REFERRAL Websites not recognised as search engines. Forums, blogs, related sites utm_medium = referral
  17. 17. DIGITAL MARKETING & ANALYTIC | 1717 Either you create UTM Source/Medium parameters that match with existing channel grouping rules or you create your own rules. FIT TO EXISTING RULES OR CREATE YOUR OWN
  18. 18. DIGITAL MARKETING & ANALYTIC | 1818 Consistency and accuracy are key to campaign tagging. Define a naming convention for everyone to follow. ❏ Use letters from standard ISO basic Latin alphabet ❏ Do not use special character (!@#$%^&*()...), diacritics, accented letters or white space ❏ Use lowercase for every UTM parameter. Never use uppercase. ❏ Campaign names must follow the pattern : name + date when applicable ❏ For each source / medium, find the associated channel in Google Analytics - match to existing rules or create new ❏ Google Ads uses Auto-tagging and a similar naming convention must be applied across the account ❏ utm_content can be used for A/B testing DEFINE A NAMING CONVENTION FOR YOUR UTMs
  19. 19. DIGITAL MARKETING & ANALYTIC | Document your campaigns in a single document & use the IMWT template to generate your URLs. Chrome extension: Google Analytics URL builder Google Dev Tools: Campaign URL Builder 1919 DOCUMENT ALL YOUR CAMPAIGNS
  20. 20. DIGITAL MARKETING & ANALYTICS | Some tools generate UTM automatically for your email campaigns, but the majority don’t. 1. Select a landing page for the campaign 2. Define UTMs for the campaign 3. Include it in your email links SOURCE MEDIUM CAMPAIGN CONTENT TERM newsletter email 2019-april-europe text paris newsletter email 2019-april-europe banner italy newsletter email 2019-april-europe footer signature special-offer email 2019-sales-usa-tour variation-1 special-offer email 2019-sales-usa-tour variation-2 HOW TO TRACK MY EMAIL CAMPAIGNS 20
  21. 21. DIGITAL MARKETING & ANALYTICS | HOW DOES THIS WORK WITH GOOGLE ADS & BING? 21 Google Ads and Bing propose Auto-tagging to add UTM tags to your landing page URLs. It automatically handles Source, Medium, Campaign, Content and Term in Google Analytics. You could also apply templates to generate the UTMs (Google, Bing) but it is recommended to stick to auto-tagging.
  22. 22. DIGITAL MARKETING & ANALYTICS | HOW TO TRACK SOCIAL MEDIA CAMPAIGNS 22 If you don’t apply any custom tagging, traffic from Social Media will be under Referral in Google Analytics. facebook / referral Sponsored Sponsored instagram / referral
  23. 23. DIGITAL MARKETING & ANALYTICS | HOW TO TRACK PAID FACEBOOK CAMPAIGNS 23 In Facebook, you can add URL parameters to your Facebook ads during the ads creation workflow. We recommend to use dynamic parameters for every ad of your facebook campaign. In Google Analytics, create a new channel Paid Social for any traffic with ❏ medium equals cpc ❏ source equals facebook, instagram… or any other platform utm_source=facebook&utm_medium=cpc &utm_campaign={{campaign.name}}&utm_content={{adset.name}} &utm_term={{ad.name}}
  24. 24. DIGITAL MARKETING & ANALYTICS | 1. Select a landing page for the campaign 2. Define UTMs for the campaign 3. Generate a more legible URL (bit.ly, Capsulink or Domainr) 4. Include it in your Instagram stories In Google Analytics, create a new channel Paid Social for any traffic with ❏ medium equals cpc ❏ source equals facebook, instagram… or any other platform HOW TO TRACK INSTAGRAM STORIES IN GA 24 www.inmarketingwetrust.com.au?utm_so urce=instragram&utm_medium=cpc&ut m_campaign=ben-campaign bit.ly/2LYEhtL
  25. 25. DIGITAL MARKETING & ANALYTICS | 1. Select a landing page for the campaign 2. Define UTMs for the campaign 3. Generate a more legible URL or create a QR code (QR Code Generator or Kaywa QR Code) 4. Include it in the article for people to access your site In Google Analytics, create a new channel Print for traffic with ❏ medium equals print HOW TO TRACK OFFLINE CAMPAIGNS 25 www.inmarketingwetrust.com.au?utm_so urce=magazine&utm_medium=print&ut m_campaign=ben-campaign bit.ly/2Wbklrr
  26. 26. DIGITAL MARKETING & ANALYTICS | WHAT TO CHECK & BE AWARE OF ❏ Test your tagging and verify in real time report in GA. ❏ Monitor (Other) and Direct Traffic in Google Analytics to detect campaigns without tagging and those not properly tagged. ❏ Never use UTM parameters for internal links; this will generate ‘fake traffic’. ❏ Avoid UTM parameters on generic outbound site links. Referral data is automatically passed through. ❏ Verify the syntax of your URLs, in the case of: ❏ pre-existing parameters in targeted URL: append UTM by using an ampersand ❏ myurl.com?p=my-parameter&utm_source=my-source&utm_medium=email&utm_campaign=ben ❏ hashed, fragmented urls: finish with the # ❏ myurl.com?utm_source=my-source&utm_medium=email&utm_campaign=ben#myhash 26
  27. 27. DIGITAL MARKETING & ANALYTICS | ❏ Google Analytics will be able to automatically track some of your traffic but unless you define a proper UTM for your campaigns, you may miss valuable information. ❏ There are 5 UTM parameters: Source, Medium, Campaign, Term and Content ❏ Google Analytics categorises traffic into channels based on rules in UTM ❏ stick to existing rules or adapt them based on your needs ❏ Use auto-tagging for tools that support it ❏ Define a naming convention and document your campaigns ❏ Test your tagging and review on a regular basis in Google Analytics CONCLUSION - HOW TO TRACK CAMPAIGNS IN GA 27
  28. 28. THANKS FOR LISTENING. BEN benoit@inmarketingwetrust.com.au www.inmarketingwetrust.com.au https://www.linkedin.com/in/benoit-weber/ +84 931503575

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