Google Analytics: Campaign Tracking Best Practices

The Ideabar digital team LOVES Google Analytics, and for good reason, it provides a ton of valuable data and is 100% free.

Google Analytics is installed on every website we development and integrated with every digital campaign we launch. Why? Because running any digital marketing without insight into Google Analytics is essentially shooting in the dark. Sure there are baseline metrics such as impressions, click and CTR but without context, those are really nothing more than numbers.

 

To get the most out of your digital marketing campaign, follow these Google Analytics Best Practices.

Establish your digital success metrics.

In order to get the most out of your online marketing, you want to make sure you’ve established clear, measurable, online goals. Want more information? Take a look at our article 3 Tips for Goal Setting.

Once you’ve established your digital success metrics, you’ll want to set them up as events or goals within Google Analytics. Goals are simple to set up and can track anything from form submissions,  website visit duration, purchases, and more. To give weight to your data, depending on the goal and how it relates to your sales process, consider assigning monetary values to specific goal completions. By giving your goals a value, you’ll be able to quickly assess campaign ROI.

Consider using Google Tag Manager.

Not only should you leverage GTM to hold your Google Analytics code, but through Tag Manager you can also create event triggers. Events are specific actions someone takes on your website that you’d like to track but aren’t within the range of “goals”. Events can include clicking a button/link on your site – especially helpful if you’re sending your traffic to another website to complete their purchase. Downloads, interactions and video plays as well as other actions can all be trackable as events.

Always track your campaigns.

Track campaigns by using UTMs in your destination URLs. Use the Google Analytics Campaign URL Builder to create custom campaign URLs. These URLs will identify the campaign source, medium, name and content within analytics. These UTMs will track and organize your campaign data so that you are able to see clear data. Use this to track the performance of creatives when A/B testing. Understand which CTA resulted in more conversions. Breakdown different placements, etc. Use UTMs whenever possible to get a clear picture of where your site traffic.

Review your data often.

How often? It really depends on the size of your site and your marketing campaign. For new campaigns or new websites, consider reviewing data every few days to keep an eye out for any red flags. Most small to medium sized businesses are fine reviewing data on a monthly basis. Larger businesses or big campaigns should be monitored on a much more regular basis.

 

Not sure where to start?

If you have Google Analytics but don’t know where to start, we’re happy to help. Contact Ideabar today and one of our digital analysts will dive into your data and provide feedback on what’s working, what can be done better and ideas on how to drive more qualified site traffic.

By | 2017-02-10T15:17:15+00:00 January 25th, 2017|