Google URL Builder: How to Track Campaigns in Analytics
You’re ready to send out your newsletter. Your main goal is to drive traffic back to your site, convert that traffic into leads, and those leads into customers.
So, how do you tell which email marketing campaigns were successful? Easy. Use the Google URL builder to track your campaigns.
Note: There are many ways to use campaign tracking. In this post, I am only going to focus on campaign tracking as it relates to email marketing.
What is Campaign Tracking?
Campaign tracking simply allows you to add special tracking code to your URL, also known as ‘tagging’ URLs, to identify how users are getting to your site. For example:
Instead of using this link in your email marketing campaigns:
You would use this tracking link:
See all of those extra goodies in your link? That is the campaign tracking code.
Where Do I Find My Campaigns in Google Analytics?
If you want to see email deliverability, clicks, and open rates, just log into your email service provider and view the reports. If you want to see who actually converted, log into to your Google Analytics.
Here are some examples of conversions you should track:
- contact form submissions
- newsletter subscribers
- product purchases
Once you’re logged into Google Analytics, go to:
Acquisition > Campaigns
Here you’re going to see how many visits you received from your campaign, how long they stayed on your website, how many pages on average they visited while they were there, and the bounce rate (the percentage of people that saw just one page and left your site).
Are My Campaigns Converting?
To find actual conversions, look towards the bottom right of the report, just below the line graph. You’ll see a ‘Conversions’ dropdown box. Select which goal you’d like to measure. In my example, I’m using the newsletter sign up goal.
Now you’re able to see visits and goal conversions for each email campaign.
If you go back and look at trends over time, you can see what types of articles people spend more time on and which ones are more successful. To find out what type of visitors your site has, you should read this post on visitor personas and 80’s video games.
How Do I Use the Google Analytics URL Builder?
Go to the Google Analytics URL Builder and follow these super simple steps.
Step 1: Enter the link you want to use to take visitors to your website.
Step 2: Add the three main parameters that you’ll want to track.
- Campaign Source: This tells Google where traffic is coming from: march7-newsletter.
- Campaign Medium: This tells Google what kind of source it’s coming from: email.
- Campaign Name: This simply describes your campaign. We are using the blog post that we wrote on Google Analytics lies, so I used ga-lies as our campaign name.
Step 3: Click on “Submit”
Step 4: Copy the link that you just generated, and paste it your email newsletter instead of your regular “untagged” link.
Step 5: Repeat these steps for all of the links that you want to track in your email marketing newsletter.
Now you’ll be able to see who is actually converting from your email marketing efforts and adjust you messaging accordingly. If you have any additional tips, please leave them in the comments below!