How to Use Campaign Tags to Track Marketing Campaigns

Say you’ve just started your latest marketing campaign to boost the number of visitors coming to your site, you’ve put a lot of money into this campaign and you’re already seeing a results thanks to the data provided by Google Analytics but how many of these new visits are actually because of your campaign? By setting up campaign tags we can find out exactly that and more!

What are campaign tags?

Campaign tags are custom links that are associated with a particular marketing campaign so that Google can recognize and provide data on individual campaign efforts. These custom links are created to point to the homepage of your website or to a specific page depending on what your marketing goals. Google will automatically recognise the link as a campaign and generate a new entry in the Campaigns section of your Google Analytics account (Acquisition – Campaigns). When visitors click on these custom links Google will populate your reports as usual but also place that specific visit into the campaigns area under that unique campaign.

We can use campaign tags to track how well a particular campaign is performing and adjust our future marketing efforts accordingly.

How to setup a campaign tag

Setting up a campaign tag has been made easy thanks to Google’s own Campaign URL Builder. All we need to do it fill in this form and Google will generate our very own campaign tag that we can use to track our marketing campaigns, the steps are simple but we’ll do a quick run-through of the what’s required.

Website URL

This will be the URL that you want your custom link to go to when clicked. If you just want your link to point to your main homepage type your website address here, if it’s a specific page on your website it may be easier to copy and paste it in.

Campaign Source

The campaign source is where you are planning for the link to appear and this will depend on the type of marketing campaign you are running. Examples of sources include Google results, Newsletters or a specific website name other than the one you are marketing.

Campaign Medium

The campaign medium is the general category that you would place your campaign source in. For example, Google results could come under ‘Organic’, a newsletter could come under ‘Email’ and a link placed on another website could come under ‘referral’.

Core catagories include:

  • Organic (non-paid traffic from search engines)
  • CPC/PPC (paid traffic from search engines)
  • Email (a link that appears in an email for example a newsletter email)
  • Referral (a link that is placed on another website)
  • Social (a link on a social media platform such as Facebook)
  • None (direct traffic)

Campaign Name

In this section we need to give our campaign a meaningful name. It’s important to give the campaign a name that clearly explains what the campaign is, for example, if our campaign is being setup for the new summer sale newsletter we could call it ‘Summer Sale 2020 Newsletter’, this way in months to come we can still look back and understand what the campaign was for.

Campaign Term (Optional)

If we are running a paid keywords campaign this is where we would type in the keywords you are bidding on. Google Adwords has an auto-tagging feature that can be turned on so you don’t need to fill this in but if you are running a paid keyword campaign with another network such as Bing you will need to manually enter the keywords. Failure to do so will cause your results to fall into the organic area of your report. We’ll cover Google Adwords and pay keyword campaigns in another post.

Campaign Content (Optional)

This section is useful if you are testing multiple ads that point to the same URL. Adding brief information here about your ad will make it easier to differentiate each link. For example, we may have a Summer Sale 2020 link that’s placed in a newsletter and another Summer Sale 2020 link that we place on our social media account.

Using your URL

Now you’ve filled out all the information on your campaign Google will generate a campaign URL that you can now copy and paste wherever you wish. It may look a bit odd but if you follow this generated link yourself you’ll see it directs you to the URL you specified in the Website URL section. Every time this URL is used Google will recognise it as a campaign URL and populate your campaign data automatically. It’s a great way to see how your marketing campaigns are performing and which areas of marketing are the most popular.

Campaign tags are so easy to setup that I’d recommend all businesses to use them. The data they gather in invaluable and can really help towards your future marketing efforts and how you split your marketing budget.

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