Campaign tracking - Google Analytics Video Tutorial - LinkedIn

Join Corey Koberg for an in-depth discussion in this video, Campaign tracking, part of Google Analytics 4 (GA4) Essential Training. Skiptomaincontent Solutionsfor: Business HigherEducation Government Buyformyteam Fromthecourse:GoogleAnalytics4(GA4)EssentialTraining(2021) Campaigntracking-GoogleAnalyticsTutorial Fromthecourse:GoogleAnalytics4(GA4)EssentialTraining(2021) Transcripts ViewOffline Campaigntracking “ -[Instructor]Measuringhowandwheretrafficiscomingfromtooursiteisoneofthemostimportantthingswecanmeasureinanalytics.Andhere'sanexampleofareportwe'regoingtolookatinabitmoredetaillater.Butitgivesyouanideaofthewhereandthehowwhichwesaidearlierarethesourceandthemedium,youcanseethathereatthetop.Socomingdown,wecanseethatGoogleisthehighestsourceandthemediumisorganicsearch.Andwealsohavedirectvisits.That'swheresomeonejusttypestheURLrightintothebrowser.Sothesourceisdirectandthereisnomedium.Wealsohavealinkthatsomeoneclickedanemailsignatureandthemediumisemail.AndwehaveaTwitterpostonsocialmedia.WealsohaveareferralfromthewebsiteLinkedInandthat'sjustafancywayofsayingthatsomeonewasreferredbyfollowingalinksothosearehyperlinkclicks.Sosomeofthisinformationlikethereferralsandorganicsearchandofcoursedirectisautomaticallycapturedbythebrowserandpassedalong.GoogleAnalyticsgrabsthatinfoandusesitwhereveritcan.Butsometimesweneedtotakethatastepfurtherandmakeitreallypowerful.Ifwe'reabletosupplysomeextrainfoabouttheclickperhapsatthisclickispartofapaidcampaignoranemailorsocialmediapost.Well,howdoesGoogleknowthat?Well,wehaveawayofdoingthatandwecantellGoogleAnalyticstotrackthatextrainfo.Wecallthismanualtagging.Let'slookatanexamplehere.Let'ssaythatyouhaveamarketingcampaignhappeningwithjustonesource.Sointhiscase,oursourceisTwitter.Howdowedifferentiatethetrafficcominginfromatweetonsaleitemsversusanothertweetonabuyone,getonefreeforT-shirts.Well,sincethesourceisTwitterofcoursethemediumissocial,there'snowaytoseparatethesetwolinesoftrafficwithjustthesetwopiecesofinformation.Andwhatwedon'twanttodoisstartstuffingextrainfointothese,oryou'regoingtocausemoreproblemswhenyouwanttolookatallofyoursocialtrafficgroupedtogether.Whatwe'regoingtodoisuseanotherfieldentirely.Thisiswherecampaigntrackingcomesin.Incampaignreports,thisisoneofthemostusefulandimportantconceptsinGoogleAnalytics.Whenyouaddthesecampaignstothemix,youcantrackdifferentmarketinginitiativesbysource,mediumandthecampaignname.Solet'sthinkbacktothisTwitterexample,bytaggingthetwoTwitterpostshereasdifferentcampaigns,wecaneasilydifferentiatebetweenthetwotrafficgroupsbothcominginfromthatsource.Becausewe'vetaggedthetoponeasaflashsaleandwe'vetaggedthebottomoneasabuyone,getonefreeT-shirt,actuallylet'slookexactlyhowwewoulddothat.We'regoingtotrackthesecampaignsusingwhatwecallUTMparameters.They'regoingtobearegularURLandwe'rejustgoingtostuffsomeextrainformation,theseUTMparameters,intothatURL.AndGooglehasaspecialtooltohelpusdothisandmakesuretheformatitgetsright.Andyoucouldcopythisinandtypethisin.OrwecanjustheadonoverheretoGoogleandtypeinGoogleAnalyticsURLbuilder.It'lltakeusrightthere.Okay,sothefirstthingyouwanttodohereisputinourwebsiteandweactuallyhavetotypeinthehttps.Andthenextthingwewanttodoisputinoursource.Sowesetoursource,it'sTwitter,mediumissocial,ourcampaignnamewasbuyonegetonefree.Nowwecanalsoputincontent,sothisisoftenusedtodifferentiatethecreativeview.Somaybethisone,weusetheblueT-shirt.Sowecomedownhereandit'sgeneratedthisURLforus.SogoaheadandcopythatURL.Andwhensomeoneclicksonthislinkitwillopenupthesiteandyoujustseeit'sjustgoingtobetheregularpagehere.Sothepageweputin,inthiscase,whichisjustthehomepageandtheseextraURLparametershere,theydon'tdoanythingtochangethesiteitselfbutthey'retellingtheunderlyinganalyticshowtotrackthese.ThesourceshouldbeTwitter.Themediumshouldbesocial.ThecampaignshouldbebuyonegetonefreeandthecontentistheblueT-shirt.Sothat'sallgoingtobesentbacktoGoogleaspartofthistrafficsourcerecording.Soifwedothisforallofthelinksthatwegenerateandweputoutinourtweetsandoursocialmediapostsoremailsthatwesend,wewillcategorizehowthisisseentoGoogleAnalytics,andwe'llgetmuchbetterdatawhichresultinmuchbetteranalysis.Ican'tstresstheimportanceenoughofoncampaigntaggingbytaggingthesecampaignsconsistentlyherewemakeitveryeasytocomeback,analyzethisandunderstandwhichofthesethingsarebeingclickedonwhichonesareworking,whichonesareconvertingandwhichonesaren't. Downloadcoursesandlearnonthego Watchcoursesonyourmobiledevicewithoutaninternetconnection.DownloadcoursesusingyouriOSorAndroidLinkedInLearningapp. Contents Introduction Introduction UnderstandingyourdigitalcustomerswithGoogleAnalytics 1m5s Whyaretheretwoversionsofthiscourse? 57s Digitalanalyticsandkeyconcepts 7m12s 1.GoogleAnalytics4(GA4)vs.UniversalAnalytics 1.GoogleAnalytics4(GA4)vs.UniversalAnalytics What'snewinGA4? 2m33s WhatfeaturesaremissingfromGA4? 2m59s WhichversionshouldIchoose? 1m38s 2.SetUpandInstallation 2.SetUpandInstallation SetupaGoogleAnalyticsaccount 3m43s InstallGA4manually 3m29s UsingGoogleTagManager(GTM) 3m22s InstallGA4alongsideUniversalAnalyticsviaconnectedaccounts 4m 3.GoogleAnalyticsFundamentals 3.GoogleAnalyticsFundamentals AccessingGoogledemodata 2m30s HowGoogleAnalyticsisstructured 3m34s Campaigntracking 4m14s 4.IntrototheUserInterfaceandReports 4.IntrototheUserInterfaceandReports HomescreenandUInavigation 4m27s Realtime 2m34s 5.FilteringandSegmentingData 5.FilteringandSegmentingData Segmentationviacomparisons 3m59s Filtersandsecondarydimensions 3m5s Audiences 5m41s 6.LifeCycleReports 6.LifeCycleReports Analyzinghowtogetcustomers 2m59s Engagementreports:Overview,pages,andscreens 3m3s Engagementreports:Events 2m36s Analyzinghowtoconvertcustomers 3m6s Analyzinghowyoukeepcustomers 3m17s 7.UserReportsandEvents 7.UserReportsandEvents Demographicsandinterestsreports 4m29s Technology,devices,andplatforms 3m50s 8.AnalysisHub 8.AnalysisHub Allroadsleadhere:AnalysisHub 4m Pathinganalysis 3m38s FunnelVisualizationanalysis 4m37s 9.ConfigurationBasics 9.ConfigurationBasics EnhancedMeasurement 1m48s Setupgoals 3m40s Manageuseraccounts 2m43s Conclusion Conclusion Nextsteps 1m17s ExploreBusinessTopics BusinessAnalysisandStrategy BusinessSoftwareandTools CareerDevelopment CustomerService FinanceandAccounting HumanResources LeadershipandManagement Marketing ProfessionalDevelopment ProjectManagement Sales SmallBusinessandEntrepreneurship TrainingandEducation Seeall ExploreCreativeTopics AEC AnimationandIllustration AudioandMusic GraphicDesign MotionGraphicsandVFX Photography ProductandManufacturing UserExperience Video VisualizationandReal-Time WebDesign Seeall ExploreTechnologyTopics CloudComputing DataScience DatabaseManagement DevOps ITHelpDesk MobileDevelopment NetworkandSystemAdministration Security SoftwareDevelopment WebDevelopment Seeall