Mais conteúdo relacionado How to track traffic and campaigns in Google Analytics like a champ! 1. © THE COLORING IN DEPARTMENT 2018
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© THE COLORING IN DEPARTMENT 2018
Google Analytics Part 2
How to track traffic like a champ!
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Acquisition> All Traffic> Channels
AKA how
people find
you
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Core Reporting API…….It’s A Nightclub Bouncer
EMAIL SOCIAL
ORGANIC
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What Are Campaign Tags?
Campaign tags are
additional information that
you apply to links.
Once a link is clicked, the tag
information is passed to
Google Analytics.
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Tagging Best Practice
thecoloringindepartment.com#
utm_source=onboardinganalytics&
utm_medium=email&utm_campaign=AUG-
18cohort&utm_term=&utm_content
=CTA
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Tagging Best Practice
thecoloringindepartment.com#utm_source=onboardinganalytics&
utm_medium=email&utm_campaign=AUG-18-
cohort&utm_term=&utm_content=CTA
Medium
This is your large
broad buckets
for your
marketing
channels
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Tagging Best Practice
thecoloringindepartment.com#utm_source=onboardinganalytics&
utm_medium=email&utm_campaign=AUG-18-
cohort&utm_term=&utm_content=CTA
Source
This tells you
where the link
lives
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Tagging Best Practice
thecoloringindepartment.com#utm_source=onboardinganalytics&
utm_medium=email&utm_campaign=AUG-18-
cohort&utm_term=&utm_content=CTA
Campaign name
What is the name
of the campaign
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Tagging Best Practice
thecoloringindepartment.com#utm_source=onboardinganalytics&
utm_medium=email&utm_campaign=AUG-18-
cohort&utm_term=&utm_content=CTA
Content
More info to help
you slice and dice
your data, eg
banner, mpu, text
links etc.
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Tagging Best Practice
thecoloringindepartment.com#utm_source=onboardinganalytics&
utm_medium=email&utm_campaign=AUG-18-
cohort&utm_term=&utm_content=CTA
URL
The URL you
want the visitor to
go to
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Tracking Triangle
Let’s break it down,
because
let’s face it, it gets
kinda confusing. URL - The Where
Medium - The How
Source - The What
Campaign Name - The Why
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URL - The Where
Medium - The How
Source - The What
Campaign Name - The Why
Tracking Triangle
FYI!
Google Analytics likes to
report Source, then
Medium - rather than the
logical order. I know right!
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Tracking Triangle Example
Email COMPANY
.COM
NEWSLETTER
-DATABASE
EMAIL
BLACK FRIDAY>NEW
YORK>2018
Paid Search
COMPANY
.COM
GOOGLE OR BING
CPC OR PPC OR
PAID SEARCH
NY>BRAND>BFSALE-18
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Got any UTM
ID luv’?
What Happens If You
Don’t Tag
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If You Don’t Tag Your Email
No UTM, so I’m
going to put
you in…
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If You Don’t Tag Your Social
Media (Paid/Organic)
No UTM, so I’m
going to put
you in…
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HTTP-
HTTPS PDF DOCS
STAFF
SIGNATURES
Other Culprits
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Traffic going in the wrong channels?
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Channels Medium System Defined Tick Box
Defined by
Google's Default
Channel Grouping.
Case Sensitive,
exactly match
these or your
the wrong pot
Organic Search organic Medium exactly matches organic
Social referral Social Source Referral exactly matches Yes
Social social
Medium matches regex ^(social|social-
network|social-media|sm|social network|social
media)$
Email email Medium exactly matches email
Referral referral Medium exactly matches referral
Direct
(none)
(not set)
Source exactly matches direct AND
Medium exactly matches (not set)
OR
Medium exactly matches (none)
Paid Search
cpc
Medium matches regex ^(cpc|ppc|paidsearch)$
AND
Ad Distribution Network does not exactly match
Content
Display display
Medium matches regex ^(display|cpm|banner)$
OR
Ad Distribution Network exactly matches Content
Other (other)
Medium matches regex ^(cpv|cpa|cpp|content-
text)$
System Defined Default Channel Grouping
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WHAT?!…there
are no groupings
for paid social…
…or retargeting…
my reporting is
ruined!
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Tinker with
your
settings… Don’t
worry
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Here’s What You Need To Do
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Here’s What You Need To Do
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Specific at the
top, generic at
bottom
Here’s What You Need To Do
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Agree On Your Source Names
(Don’t Fragment The Data!)
If only we got
our act
together
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Attribution Acquisition> Channels
runs on 1/7 attribution
models. 100 % of the
credit goes to last non
direct channel.
WALK WITH ME
A typical customer journey
DirectInstagram
Post
Medium:Social
Retargeting
Display Ad
Visited
Website
Newsletter
Source:
Instagram
(typed url
into browser)
Visited
Website
Visited
Website
Medium: Display Medium: Email
Source: Name of
website with
display advert
Source:
Newsletter-
database
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Multi-Channel Funnels
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Multi-Channel Funnels
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Multi-Channel Funnels
Rinse and repeat
what you did in the
Default Channel
Groupings
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Recap
The Process Order & Checklist
1. Agree, and work out, your mediums, sources, and campaign
tagging structure
2. Create channel groupings in test view, then when you are
happy with it, create in the reporting views
3. Create a Multi-channel Funnel (MCF) grouping so you can see
the assisted conversions
4. Agree on naming sources
5. Agree on name structure to your campaign channels
6. Give use cases on how you can use the content options
7. Keep a record e.g spead-sheet
Agree, and work out, your mediums, sources, and campaign
tagging structure
Create channel groupings in test view, then when you are
happy with it, create in the reporting views
Create a Multi-channel Funnel (MCF) grouping so you can see
the assisted conversions
Agree on naming sources
Agree on name structure to your campaign channels
Give use cases on how you can use the content options
Keep a record e.g spead-sheet
The Process Order & Checklist
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Want a load of
templates to do this?
YEAH YA DO!
Go here:
http://bit.ly/SEMrush-GA-2