Do you know that by default Google Analytics doesn’t know the difference between an editorial link published in an article on a website and a banner ad you’ve placed on that same website? If you don’t specifically tag your links from that marketing effort with UTM parameters, then traffic from the ad will just be bucketed into a referral from that website. If you do properly tag, however, then you’ll see both any referral traffic from editorial links and, separately, any campaign-specific traffic from your paid banner ad. This ability to better divide your data is particularly important when you’re paying for placement and want to be able to ascertain how much traffic and how many conversions came from the ad vs. a more “natural” referral.
If you’re like most marketers you’re juggling a diverse number of initiatives and trying to piece together a cohesive story about how your buyers / clients travel through their research to buying cycle and what channels and efforts are assisting in closing new business. Luckily, when it comes to your website’s traffic Multi-Channel Funnels (MCF) reports can better assist you in understanding where converting visitors are coming from and the varying website touches they’re making before they convert. But knowing the source funnels of your converting traffic is just the beginning. Which sources should you “award” credit to for the conversion and how much credit should you allocate where?