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.
Properly tagging URLs with Google Analytics Tracking Code (GATC) is one of the most important and useful tools at your disposal. Tracking code gives marketers and other decision-makers insight into the success of all marketing efforts. While the process may seem like learning a foreign language in the beginning stages, adding code does get easier with practice. The second challenge with having analytics data is learning how to analyze it. The best part is, MoreVisibility just created a free Google Analytics Tagging Tool that will formulate analytics tracking code automatically for you! Now that there is a tool to minimize human error in generating the data, more focus can be placed on learning how to analyze and make decisions accordingly.
When tagged correctly, Google Analytics will know where to attribute referring traffic. This information will let you know how people got to your website (where they were immediately prior to landing on your website). With this data, you can start to focus your energy on marketing channels that are most successful and rid those that are underperforming. For example, if referring traffic is highest from a particular social media channel, continue efforts in that area (and possibly look to increase the amount of marketing campaigns there).
Analytics data is only useful if it is accurate and consistent. Being able to compare data over periods of time allows for the best decision-making. For the most part, it is human error that causes any discrepancy with information. To help eliminate inconsistencies for clients and others MoreVisibility created new Google Analytics Tagging Tool. The easy four step process allows users to enter four types of required information. After this information is submitted, the tool shoots back a URL with GA coding in the proper format. The four steps are listed below.
*The following two steps are optional and will give you additional information, if desired.
The tool is illustrated below and can be found on MoreVisibility’s website here:
Handling the Corporate Marketing at our company, I can attest to the usefulness of this new tool. To give you a “real life” example of how we would use this tool for our marketing, I have included an example below.
Step 1- Destination URL= https://www.morevisibility.com/mobile-website-form.php
Step 2- Source= google
Step 3- Medium= cpc
Step 4- Campaign= March 2011 (Step 5 wasn’t necessary)
Step 6- 300×250 (put the dimensions of the banner that we used)
Mastering Google Analytics tagging is just a small part of Google AdWords. However, Google AdWords is the foundation that allows you to utilize all of the other tools available within the platform. Furthermore, Google Analytics data is pulled into goals, funnels, annotations, and custom reports that you are able to create in the Google AdWords Platform. For the “rookies” in the analytics world, start tagging every URL possible (feel free use our new tool for some help), collect as much data as possible, start analyzing efforts, and market for success!