Every website requires good online marketing campaign for reaching the targeted audience and maximizing sales.
Experts implement various SEO strategies to ensure that your website attracts visitors and leads and the conversion rate is improved.
Along with a marketing campaign, you must also have a Google Analytics account that will track how much users are visiting your site and is your campaign really increasing the traffic.
The analytics report helps you track your marketing campaigns and accordingly you can make changes in your strategy to boost sales.
Small SEO business services create URLs by using the Google Analytics URL builder, which helps you to track campaigns through Google Analytics.
You can measure both banner ad campaigns as well as email marketing ad campaigns with this tool. With the URL builder, you can create custom campaign parameters that are tagged to your URL campaign links.
Google Analytics For Tracking Campaigns
You need Google analytics for tracking your campaigns. It is because when several bloggers post sponsored reviews for a particular product on your site, it will become difficult for you to track down which of them has been the most influential and which is the least effective one.
Read A Step by Step Guide to Google Analytics for installing Google Analytics account on your website.
This particular information is highly important and can definitely assist you in deciding if you should carry on with the sponsored blogs or stop it.
Also, you can track down that particular blogger who has been effective and only retain him while asking the others to stop writing.
So, certainly tracking campaigns play an important role in deciding the right SEO strategy for your website which in turn can directly affect the ranking of your site on Google.
For this, you need to do line track which is also known as UTM Parameters.
Applying UTM Parameters
UTM (Urchin Tracking Module) is a format used by Google for tracking URLs. These are nothing but small information pieces added at the end of the URL for offering more information to Google about that specific link.
Here, what comes after the question mark is considered a UTM Parameter. When a user clicks on this link, that particular site’s Google Analytics account reads and records it as parameter information.
Types of UTM Parameters
Professional SEO services use five different UTM parameters for tracking various information through Google Analytics. Out of the five, three are used regularly and are highly required whereas the other two are optional.
- utm_source: Also called as Campaign Source, it describes the main source or the website where the link is placed. For example, if the website displaying your ads or the link used for displaying is an email newsletter then, the Campaign Source or utm_source here is a newsletter or email newsletter.
- utm_campaign: Also termed as Campaign Name, it is the name of the overall marketing campaign you are running. For example, the Campaign Name can be a particular sale, a product launch or a summer campaign
- utm_medium: Also called Campaign Medium, it describes your marketing activity. You can call it a ‘ppc’ in case you are using it for pay-per-click or even review if you are using this particular link for tracking the traffic with the help of a product review coming from a site of the blogger.
- utm_content: Also called Campaign Content, this particular parameter is used when split testing ads. It helps you in tracking each ad and identifies the most effective ad that generated the highest traffic.
- utm_term: Also known as Campaign Term, this optional parameter tracks specific keywords when you are conducting an Adwords campaign.
URL Tracking And Its Significance
In the process of URL tracking, you have to add specific identifiers to the destination URLs.
In case you are not tagging URLs for tracking your campaign through Google Analytics or any other third tier system, then you are definitely losing access to a lot of useful data.
Usually, SEO services have two campaigns or marketing strategies running in parallel so as to get maximum traffic.
For example, it is quite possible that you are managing pay-per-click campaigns along with some other marketing plans, and then it becomes highly imperative that you keep the two data’s separated.
It is where tagging destination URLs can come to help. With destination tagging of the URL, the data will be neatly separated and you will be able to track down the results of the Google Analytics for each of your marketing efforts properly.
Let us consider an example to understand it better. Let us think that you are already running an SEO campaign that is showing good results on Bing organic.
Simultaneously, you also start a PPC campaign on Bing in full force. In case you forget to tag the adCenter destination URLs, Google Analytics will show all the results both for SEO and PPC under the label ‘organic.’
Reasons For Tagging URLs
There are several reasons why you must tag URLs. Check out a few here:
- Tagging URLs to the PPC destination ensures availability of clean data that helps you in tracking down the PPC vs. SEO successfully with your Google Analytics account.
- When you tag URL, you get an access to deeper knowledge regarding the overall performance of your marketing or PPC campaign.
- You must know that although the PPC search engines give you the results and stats for conversion tracking, clicks, impressions, and click-through rate, they do not explain to you what exactly happens after the click or ‘post-click.’
- With properly tagged URL to PPC destination, you get access to stats such as average time spent on the website, pageviews/visit, bounce rate, and % of new visitors and so on.
With the help of all these stats and results, you will be able to understand whether your marketing campaign on the website as well as on the landing page is really resonating with the visitors or not.
Based on this report you can make changes in the campaign and improve traffic.
What Are Different Types Of Google Analytics For URL Tagging?
You can use different ways to tag URLs on Google Analytics. Here are a few most effective ones:
More often top SEO services link their Google Analytics account to their active Google AdWords account and also enable auto-tagging.
In this case, there is no need to tag URLs for AdWords. Your Analytics account will automatically keep a track of all your AdWords campaigns.
Despite the fact that your auto-tagging is on, you will still require tagging all the non-AdWords links for paid keyword, banners and for other ads.
All the AdWords accounts select auto-tagging by default. But it is possible that Auto-tagging is not appropriate for your particular website.
Similarly, there are certain destination URLs where the use of additional URL parameters is not acceptable. To test if you should do auto-tagging for your particular website, you can carry out gclid=test or &gclid=test.
- Manual Tagging
For manual tagging URLs, you should use Google Analytics URL Builder. It will automatically generate appropriate tagging for your website.
You can also make the process more efficient by creating URL builder in an excel sheet. It is more helpful if you want to create URLs in bulk.
In this case, the Campaign Source (utm_source) will be any search engine such as Bing, Google, Facebook or any other.
Another UTM parameter, Campaign Medium will indicate your advertising type such as email, PPC, etc. Your campaign’s name will be the Campaign Name or utm_campaign.
You will need these three UTM parameters while manually building the links. You can use the other two optional parameters for recognizing the ads.
Always label your URLs in the same way. Also, in case you are using cpc for ppc, always ensure that you add ppc in a few tags or else Analytics will classify it in a different way.
- How To Tag Manually For Backend Systems?
It is also essential to tag AdWords URLs that are used for the backend systems. For this the best tool is ValueTrackParameters.
How does it work? Whenever a user comes to your website by clicking on the ad, ValueTrack keeps a detailed record of the particular URL of the ad that diverted the user to your website.
The values of this particular parameter will be dynamic as they will depend on the ad that the user clicked.
- What Should Be The Possible URL Tracking Combinations?
With so many methods available for URL tracking it can be quite confusing to you which method you should choose for your website. A
A Best SEO service company will always have its own combination of these tracking methods and utilize it according to the requirement of the clients.
It is quite possible that you might not have backend tracking, but still are interested in optimizing your Google Analytics account further.
So, in that case, you should restrict your tracking only to auto-tagging for the AdWords campaigns. Simultaneously for non-Adwords campaigns use manual tracking.
However, in case you have backend tracking on your account that provides a regular report, you can use ValueTrack. Here are a few tracking combinations that can be used effectively:
- Manual Analytics tagging
- Value Track and auto tagging
- Manual Analytics tagging
- Manual Analytics and Value Track tagging
In case, you are also running campaigns on other than the regular AdWords platform and have not tagged the URLs properly, the Google Analytics report will still display the recorded traffic but everything will be classified under organic.
- Best Ways To Create Trackable URLs
There are certainly no wrong ways in which you can create URLs for tracking as the reports are always for your links only. Even then you can use some better ways for creating trackable URLs. Here are a few such ways:
- Always have a standard process of naming upfront. Each URL will be having several parameters; it is quite possible that things will get messy. Multiple parameters will also pose difficulty in reading, which is why adopting a conventional style upfront for naming all the URLs will be beneficial.
- Parameter names will be visible to all the users who will click on your link. So avoid writing anything that you do not want them to see.
- Make sure that you use lowercase letters for writing parameters.
- More often the URLs are long. In that case, you can use tools such as bit.ly that can make the link shorter.
- Also, never go overboard while creating parameters. Stick to only whatever is necessary.
- Viewing Campaign Reports
After creating URLs, it is time now to check the campaign report. Google Analytics will automatically track your URLs as users will click them across the internet.
All the analytics software and search engines will record parameters from every link and will come up with a report.
Usually, it takes around 24 hours for a search engine to receive and then record the data. Hence have patience, if you do not see clicks showing within few hours.
For viewing the campaign report, log into the Google Analytics account of your website and click the Acquisition reports tab located on the left-hand menu.
The report will show you a list of all the tracked campaigns. You can get information about the traffic by clicking on each campaign and evaluate how your campaign is having an effect on your sales.
To find out whether there is a growth in your sales or not, you must turn on e-commerce tracking on your Google Analytics account.
Just as with every traffic source, the campaign report will give you a good view of all the metrics such as bounce rate, goals, sales, page views and so on.
It will help you evaluate the elements that have been most effective for your marketing campaign.
- Why Use UTM Parameters For Tracking?
You can track a wide variety of initiatives related to online marketing using UTM parameters. Some of the marketing activities that you can track with them include:
SEO consulting services use advanced email marketing activities to track down the sales from the emails. Of course, it is never easy to create a great campaign and a creative email that can generate a response from the customers.
So how to find which email message is really working? The best way is to use a trackable URL with your email to know about the emails that are working and also that are not working.
Guest Blog Posts
It is a common practice to do guest blogging on sites that are near to your niche. However, how to find out easily, whether your guest blogging is really producing any results or not?
A trackable URL that is placed just beside your guest blog post helps you to know how much traffic your guest blogging efforts are generating.
As a part of the marketing campaign, it is essential that you remain active on social networks. But despite spending hours on Twitter, and Facebook how can you find whether users are really clicking on your profile link or not?
Moreover, are those clicks generating business? Adding trackable URL links within your social profiles helps you get all this information quite easily.
Add a trackable URL to your banner ads to detect whether your campaign is as effective as you thought it should be or not.
It will also let you know which variation of the banner ads is working better and accordingly you can keep only those ads that are really boosting sales.
Usually, SEO marketing services suggest getting featured by Instagrammers, bloggers, YouTubers, and media publications having a huge following.
Add a trackable URL to the feature to find out exactly which medium is getting you the most qualified traffic.
Tracking is the best thing to start with whenever you are in doubt that your website is not getting the desired traffic. Of course, a lot of technical stuff is required to track every detail. But that you will learn if you start applying the above tips one by one.
But that you will learn if you start applying the above tips one by one.
Important is to start somewhere. And it can be anything from your Facebook post to a guest blog.
With practice, once you learn more about tracking everything, you will be able to get access to all the details through your Google Analytics account.
Keep in mind one thing that the more you keep tracking, the more details you will understand that will help you to improve and add more energy and creativity to your marketing campaigns.
Naturally, all these efforts are sure to increase your traffic and boost sales.