UTM-Tagging in Universal Analytics and Google ... - Triodox

See some screenshots for GA4 at the end of this article. ... You can track multiple different types of campaigns, each with its own unique ... March30,2021 UTM-TagginginUniversalAnalyticsandGoogleAnalytics4(GA4) RuslanKonygin TriodoxCEO GoogleAnalytics  GoogleAnalytics,GoogleAnalytics4,UTM-tagging TableofcontentsWhatisUTM-tagging?WhatareUTM-tags?WhatUTM-tagsarerequiredinGoogleAnalytics?UTM-taggingbestpracticesHaveaplanUselowercaseDon’tsendPersonalIdentifiableInformation(PII)Don’taddUTM-tagstointernallinks UseGoogleURLBuilder(orsimilartools)CommonUTM-taggingexamplesUTM-taggingforGoogleAdstrafficUTM-TaggingforInstagramtrafficUTM-taggingforFacebooktrafficUTM-taggingforTwittertrafficUTM-taggingforLinkedIntrafficUTM-taggingforemailtrafficUTM-taggingfordocumentsUTM-taggingformessagingappsHowtoaddUTM-tagsusingGoogleURLBuilderDoesUTM-taggingworkinGoogleAnalytics4?Conclusion Soyou’reabouttoembarkonanewemailnewsletterorothercustommarketingcampaign.Buthowdoyoutrackallthedetailsofwhichpartsofthecampaignareworking?TheanswerisUTM-tagging. ButwhatisUTM-tagging?Andhowdoyouuseit?We’llcoverwhatUTM-taggingisandhowyoucanuseittoevaluateyourmarketingcampaignsinthisarticle.Note:thisguideworksbothforUniversalAnalyticsandGoogleAnalytics4. SeesomescreenshotsforGA4attheendofthisarticle. WhatisUTM-tagging? Inanutshell,UTM-tagginginvolvesaddingsomeextraGET-parameterstolinksrelatedtoyourwebsiteorthemediumsyouareusingforyourdifferentcampaigns.UsingUTM-taggingwithGoogleAnalyticstellsthetoolexactlywhatyouwanttotrackforeachlink. Thisisagreatwayoftrackingwherethetrafficforyourvariouslinksiscomingfromduringmarketingcampaigns.It’salsoessentialifyouwanttotrackmetricsforlinksthataren’tautomaticallytrackedbyGoogleAnalytics,suchasemailnewslettersorlinksinsideofPDF-document. YoucanuseUTM-taggingtotrackwhichelementsofyourmarketingcampaignperformbestandwhichpartsareunderperforming. WhatareUTM-tags? UTM-tagsareURL-parametersthatareusedtotellGoogleAnalyticstotrackvariousdetailsaboutyourcustomcampaigns.GoogleAnalyticshasfivemainUTM-tags.We’llbrieflyexplaineachofthesebelowandwhattheyareusedfor. Source*(utm_source)–Thistagtrackstheoriginpointforthetrafficforyourlink.Examplesofsourcesinclude“google”,“facebook”,“(direct)”,orspecificnamedemaillists. Medium*(utm_medium)–Trackingthemediumallowsyoutoseewhatkindoftrafficthevisitorusedtoaccessyourlink.Examplesofmediumsinclude“email”,“referral”,“social”andotherhigh-leveltypesoftraffic. CampaignName*(utm_campaign)–Thistagreferstospecificcampaignsyouwanttotrackdatafor.Youcantrackmultipledifferenttypesofcampaigns,eachwithitsownuniqueUTM-tags,suchasemailnewslettercampaigns,Facebookcampaigns,orcampaignsyou’rerunningonsocialmedia. Term(utm_term)–Thisextensiondealswithspecifickeywordsthatledavisitortoaparticularlink.  Content(utm_content)–Thisparameterusedtodifferentiateyouradswithinthespecificcampaign WhatUTM-tagsarerequiredinGoogleAnalytics? GoogleAnalyticsrequiresusing3UTM-tags: Source*(utm_source)Medium*(utm_medium)CampaignName*(utm_campaign)  OthertwoUTM-tags(utm_termandutm_content)areoptional. UTM-taggingbestpractices HerearesomeUTM-taggingbestpracticestofollowifyouwanttogetefficientuseoutofUTM-tag: HaveaplanUselowercaseDon’taddUTM-tagstointernallinksDon’tsendPersonalIdentifiableInformation(PII)inUTM-tagsUseGoogleURLBuilder(orsimilartools) Haveaplan WhendecidingonyourUTM-tags,drawupastandardplanforhowtagswillbewritten.Makesurethateveryoneinyourmarketingteamisawareofexactlyhowthiswillbedone.Confusioncanresultinyouendingupwithseveraldifferenttagsifsomeonehasenteredamistake. Forexample,oneteammembermaywrite“utm_source=Facebook”,whileyouragreedlayoutmightbe“utm_source=facebook.com”.Becauseofthemistake,younowhavetwotrafficsourcesinsteadofoneinGoogleAnalyticsreports. Uselowercase TheeasiestwaytowriteallofyourUTM-tagsistouselowercaseonly(ifpossible).ThisiseasytorememberandalsoworksbestwithGoogleAnalytics,whichonlyuseslowercase. Don’tsendPersonalIdentifiableInformation(PII) Donotincludeinformationlikeemail,phonenumber,First/LastnameinUTM-tags.ThisisagainstGoogleAnalyticsrulesandGDPR. (ThisisalsorequiredforanyURL-parametersand/orotherpartsoftheURL.Don’tkeepPIIinGoogleAnalyticsreportsatall). Don’taddUTM-tagstointernallinks  ThiswillresultinbreakingthesessioninGoogleAnalytics.Yourvisitorwillbetrackedtwice,givingafalsereading,andyou’llalsoloseyourinitialtrafficsource.Justdon’tdothat! UseGoogleURLBuilder(orsimilartools) ToolslikeGoogleURLBuilderarehandyforUTM-tagging,astheyallowyoutoavoidmistakes.ReadmoreaboutURLBuilderinthisarticlebelow. CommonUTM-taggingexamples We’llnowcoversomeexamplesofusingUTM-taggingwithvarioustoolsthatyoumightbeusinginyourmarketingcampaigns. UTM-taggingforGoogleAdstraffic Ifyouhavethe“Auto-tagging”optionturnedoninGoogleAds,thenUTM-taggingshouldbeautomaticallytrackedbyGoogleAds.ThisisusuallythedefaultsettingforGoogleAds.Tolearnmoreabout“auto-tagging”,clickhere. UTM-TaggingforInstagramtraffic ItisimportanttouseUTM-taggingtokeeptrackoftrafficfromsocialmediaappslikeInstagrambecauseofthewayin-appbrowserswork.Becausetheactofclickingthelinkonthesocialmediaappwillalsoopenthepageinthevisitor’sbrowser,likeChrome,thiswouldbetrackedastwovisitsratherthanone. ByusingUTM-tagging,youcanpreventthis.Thisappliestoallsocialmediaapps.HerearesomeexamplesofUTM-taggingforInstagramuse: utm_sourceinstagram.comutm_medium“social”,“paidsocial”,“cpc”,“stories”,“post”,“highlights”dependingonthetypeofadsutm_campaign“ig-coupon-sale20”forexampleutm_termN/Autm_contentUsetodifferentiatebetweendifferentpostsorstoriesifrunningPPC-campaigns.AlsoyoucanuseitfordifferentHighlightsinyourInstagramprofile. UTM-taggingforFacebooktraffic HerearesomeexamplesofUTM-taggingforFacebookuse: utm_sourcefacebook.comutm_medium“social”,“paidsocial”,“cpc”,“banner”,“messenger”,“post”,dependingonthetypeofadsutm_campaign“black-friday-sale-2020”forexample.Also,youcanusethepost“title”/idhereifyouhavedecenttrafficfromyourFacebookgroupsorprofile.utm_termN/Autm_contentusetodifferentiatebetweendifferentimagesorcaptionsforthead UTM-taggingforTwittertraffic HerearesomeexamplesofUTM-taggingforTwitteruse: utm_sourcetwitter.comutm_medium“social”or“cpc”,“tweet”,dependingonthetypeofadutm_campaignsomethingtoidentifythespecifictweeteg“tweet-15-july-2021”utm_termN/Autm_contentusetodifferentiatebetweendifferentadstagsorcreatives,ifuseTwitterads UTM-taggingforLinkedIntraffic WhenitcomestocreatingUTM-tagsforLinkedIn,wecandifferentiatebetweentrafficfromfreelinksandtrafficfromourpaidadlinks.HerearesomeexamplesofUTM-taggingforLinkedInuse: utm_sourcelinkedin.comutm_medium“banner”,“cpc”,“messenger”,“remarketing”etc,dependingonthetypeofadorpostutm_campaignacampaignidentifiersuchas“black-friday-sale-2020”utm_termN/Autm_contentcanbeusedtodifferentiatebetweendifferentadsorcreatives UTM-taggingforemailtraffic UTM-taggingisessentialforemaillinksifyouwantthemtoshowupcorrectlyinyourGoogleAnalyticsreports.WithoutaddingUTM-tagstothelinkswithinyouremails,youwon’tbeabletotellwhetherthevisitorshavecomefromyouremailasthetrafficwillbeattributedto(direct)/(none)inmostcases. SomeemailproviderssuchasMailchimpwillautomaticallyconfigureUTM-taggingwhenintegratedwithGoogleAnalytics. HerearesomeexamplesofUTM-taggingforemailuse: utm_source“newsletter”orthenameofyourspecificemaillistutm_medium“email”utm_campaignthenameofyouremailcampaign,suchas“newsletter-1-july-2021”utm_termN/Autm_contentYoucanusesomethinglike“email-header”or“email-footer-link”heretotracklinkplacementsinsideofanemail.Butthisisoptional. UTM-taggingfordocuments Likeemaillinks,UTM-taggingisessentialforlinksyoucreatewithinvariousdocumentsyouproduceforyourwebsite.IfUTM-taggingisn’tused,thenyouwon’tbeabletoworkoutvisitorsthathavecomedirectlyfromthesedocuments. Theselinksshouldleadtopagesonyourwebsitefromdocumentsthatareeitherdownloadedfromyourwebsiteorattachedwithinemails.Thisworksfor.doc,.pdf,and.odtdocuments. HerearesomeexamplesofUTM-taggingforusewithdocuments: utm_sourceusethe“file”or“document”hereutm_mediumusetheextensionofthefile:.doc,.docx,.pdf,.odtetcutm_campaignthefilename,suchas“economy-trends-2022.docx”utm_termN/Autm_contentYoucanusetagslike“page-2”ifyouneedtotracktheplacementoflinks.Thisisoptional. UTM-taggingformessagingapps WhenitcomestomessagingappssuchasWhatsApp,Slack,Telegram,andWeChat,youwon’tbeabletopreventandtrackanyofyourlinksthatpeopleontheseappsshare. However,youcanaddUTM-tagstoanylinksyoupublishinyoursocialmediapostsORmessengerstotryandgetaclearerideaofwhetheryourlinksarebeingshared.Also,ifyourlinkissharedonsomethinglikeSlackthroughawebbrowser,thiswillshowupasareferral;butfordesktop/mobileapps,suchtrafficwillbetrackedas(direct)/(none). HowtoaddUTM-tagsusingGoogleURLBuilder WhenthinkingabouthowtoaddUTM-tags,therearetwomainoptions.Thefirst,andmosttime-consuming,istomanuallyaddyourUTM-tagsandvariablesdirectlytoyourURL.Forlongertags,thiscantakeawhileandyouwillpotentiallymakemistakesthataffectthetags. ThesecondmethodistouseaUTM-taggingtoolsuchasGoogleURLBuilder.ThisisaUTM-tagbuilderthatsimplifiestheprocessofcreatingandapplyingUTM-tags.Hereisastep-by-stepguidecoveringhowtousethisUTM-tagcreator: Gotohttps://ga-dev-tools.appspot.com/campaign-url-builder/FilloutthefieldswithyourURLaswellaseachofyourUTM-tagparameters(sourceetc.).ThiswillautomaticallycreateaURLcontainingallofyourUTM-tagsandvariables.Copythisgeneratedlinkandthenpasteitintoyourads,banners,emails,orsocialmediaposts. YoucanalsouseanoptiontocondensethisUTMcodelink.Clickon“ConvertURLtoShortLink”.ThisrequiresyoutoregisterandauthorizethisthroughBitly.SomesocialmediaappssuchasFacebookandLinkedInmayalsoprovideashorteningfeature. DoesUTM-taggingworkinGoogleAnalytics4? Itworks! ThereisalackofinformationaboutthatinGoogleAnalytics4documentation. Sotoprovethatitworksforme,IgeneratedthetestlinkinURL-builderandusedformyownwebsite. TestparametersIusedinURLBuilder: utm_sourcetest-sourceutm_mediumtest-mediumutm_campaigntest-campaignutm_termtest-termutm_contenttest-content Aftertheclick,allUTM-tagspassedtoGoogleAnalytics4,includingutm_contentandutm_term: Icheckedthisreport:GoogleAnalytics4→ Engagement→Events→page_view→EventsinLast30Minutes→[Choosethe“ParameterName”here] ThismeansthatUTM-tagsareautomaticallyappliedtoGoogleAnalytics4asEventParameters. Conclusion Aswe’vefoundthroughoutthisarticle,UTM-taggingisanexceptionallyusefultoolthatallowsyoutotrackdetailedtagstohelpevaluateyourmarketingcampaigns.  UsingUTM-taggingisessentialifyouwantstructuredinformationinyourUniversalAnalyticsandGoogleAnalytics4reports,especiallyconcerningthingslikePDFsoremailnewsletters. UTM-taggingalsohelpsavoidaspikeinunaccounted(direct)/(none)trafficinyourreports,whichusuallyhideswherevisitorsareactuallycomingfrom. Share Postnavigation FiledownloadstrackinginGoogleAnalytics4andUniversalAnalyticsHowtofilteroutinternaltrafficinGoogleAnalytics4(GA4) WriteaCommentCancelreply Savemyname,email,andwebsiteinthisbrowserforthenexttimeIcomment. Searchfor: RecentPosts ConversionstrackinginGoogleAnalytics4 HowtocreateUniversalAnalyticspropertyINSTEADofGoogleAnalytics4(GA4)property? HowtofilteroutinternaltrafficinGoogleAnalytics4(GA4) Categories Conversionrateoptimization Ecommerce GoogleAnalytics GoogleTagManager Needahelp?Contactme! Ihavereadandacceptedtheprivacypolicy ©Triodox.AllRightsReserved2021. Weusecookiestoanalyzewebsitetrafficandpersonalizecontentandads.Youconsenttoourcookiespolicyifyoucontinuetouseourwebsite. 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