How to Setup a Google Campaign URL to Track Your Social Media Success
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How to Setup a Google Campaign URL to Track Your Social Media Success

– Hey, what’s going on, everyone? My name’s Larry Snow, and in this video, we’re gonna be learning
about UTM builders, or sometimes called
the Google URL Builder. And we’re also gonna talk a little bit about Google Analytics,
tying those two together. Tying the UTM builder, or
the Google URL Builder, and how it appears in Google Analytics. Now, before you all go running off, ’cause you’re scared to death
of analytics and statistics, I’ll go easy on you. Trust me. So, that’s coming up. (beeping)
(static crackling) All right, guys, I’m over
here on Google Analytics. Now, I am not gonna be going into it right now, Google Analytics. I want to back up a little bit and talk about what a UTM builder is, or sometimes it’s called
the Google URL Builder, or UTM tracker. And basically what it does is it puts a bunch of
code at the end of a URL that tells Google what it is, what the campaign is,
and there’s a source, and there’s a medium, and
there’s a whole bunch of fields that you can put in. Actually, let’s just take a look at the campaign URL builder from Google. Now if you want to get to this, it’s a big long URL. It’s not UTM tracked. But it’s a big long URL. I’m gonna put it down in
the description for you. You can go take a look yourself. But basically, what
Google does here for you is it outlines it, exactly
what you need to have in custom campaign. Now a custom campaign from
a marketing and social media standpoint is, I have a URL. Your latest blog post. And I’m gonna put it on
Facebook, LinkedIn, Twitter, Google Plus, Instagram. I’m gonna put it all those places. Well what this URL builder does, it allows you to track how well you did in all of those places. So I can create a tracker for, or campaign tracker for
all of those places, and I can do it all
through this interface. Does that make sense? So, I’m gonna go through
these fields rather quickly. But I think you can
understand these pretty well. The first thing you do
is you want to put in the actual post URL. The thing that you’re gonna try… The thing you’re gonna track and do this campaign for, right? The campaign source is
where is it going to go? Is it LinkedIn, YouTube, Facebook, Twitter, any of the social medias? Or even maybe a newsletter. You could say newsletter, right? And then the campaign
medium is, what kind is it? Is it a LinkedIn page
or a LinkedIn update? Or is it going on your LinkedIn
page, your company page? Or is it a LinkedIn post? Is it a Facebook update, a Facebook post? Is it a tweet? Is it a Twitter ad? So that’s where your medium comes in. Campaign name is where
you can be descriptive of what it actually is. I usually try to condense
the title of the blog post. That way, when it shows
up in Google Analytics, I can quickly find where it is. The key with campaign
source and campaign medium is that you have to be consistent. If you want to call it
LinkedIn with a capital L, then going forward, you
gotta call it LinkedIn with a capital L. You switch it down to a lowercase L, Google Analytics thinks
it’s two different things. So, be consistent with campaign
source and campaign medium. Campaign name could be anything. And then there’s campaign
term and campaign content. And I don’t really play
around with those too much ’cause I don’t really do… I haven’t really found the need yet to go into campaign term
and campaign content, but if you need to use
those, those are there. And then, Google has a nice explanation down at the bottom here. And once you fill all this out, your URL will be generated
right here, right? And then you take that URL,
and then that’s the one that you market out on
that specific channel. So, I would go through
here a couple of times. I would go here once for
LinkedIn, once for Twitter, once for Facebook, and then I’d get all those different URLs,
and then I’d push them out into those specific social media networks. Make sense? And then over in Google Analytics,
I’ll be able to determine how successful those campaigns were. Now, there are a lot of
URL builders out there. It’s not unique that Google… You only have to use Google’s. And I came across one called
Effin Amazing. (chuckles) E-F-F-I-N. And they’ve been really great. I actually purchased their
pro version, if you will. They do have a free version. The pro version allows you
to connect to Google Sheets. And so it has a nice… So you have storage of
all of your campaigns that you’ve ever done. I think we’re well over 100 or so now. And it connects to your Bitly as well. B-I-T-L-Y, which is the link shortener, so you don’t have that long string of text that you have to copy
and paste every time. So I’m just gonna show
that to you really quickly. And then I’m gonna get
into Google Analytics and talk about what we see there. Okay? With me so far? I mean, this isn’t that bad, is it? Let me know in the comments below if you’re like, “Totally
lost right now, Larry.” All right, so, we’re going over to… Effin Amazing. Now, Effin Amazing has
a couple of extensions. That’s where I found it. Effin Amazing UTM Builder. So that’s that urchin tracking module. I think that’s the official title of it. And so you install it
on a Chrome extension. I don’t know if they have it on Firefox. So you install it. You click on Add to Chrome,
and it pops up over here in your browser, top right browser. And I have it right here. It looks like a little window
with a magnifying glass on it. You click on that. And you can see that I
already had my last campaign. It was InstagramDesktop. So I sent off a link
to my Instagram profile with this particular campaign. And just for an example, it is InstagramDesktop, YouTubeVideo, and it’s the medium is the YouTubeVideo, so that has to stay consistent, right? So if I were to create
another YouTube video link, it would be called YouTubeVideo. That way, I can get a
statistical heap of data, just for YouTubeVideo. And the source has to stay the same so I always know it’s YouTube, right? Campaign can be anything. InstagramDesktop. And again, I don’t use term, content. And Effin Amazing actually
has a little notes section so you can say, “This link
went here,” that type of thing. So once you have all your stuff in there, you click on Configure Bitly. You can do that, too, if
you have a Bitly account. And here’s the Save to Google
Sheet I was talking about. So, in this example, just because it’s on the Chrome extension, you’ll see here it has
UTM source equals Chrome. (vocalizing) UTM underscore medium, YouTube. So there’s my YouTubeVideo. My campaign is InstagramDesktop. My source is Youtube. And then I would copy that short URL. Just with a click of a button. And I’ll say, “All right,
we got it, thanks.” And by the way, it’s also
saved to your Google Sheet. Anytime I need a history of
it, I can go back and get it. And then I take that URL,
and then I would construct a social post for that, and off it goes. And that’s how that works. One of the other features
that Effin Amazing does have is it allows you to have presets. And you just click down here
and click on Add Preset. It will give out all the
things that you want to have. The campaign, the medium, the source. Now, for me, I change the
campaign name all the time. But medium and source are always the same, so I could put in Facebook
post, for instance, and then the source being Facebook, right? Make sense? And then I give it a title, Facebook. Just so I know when I select the preset, I know it’s for Facebook. All right? So that’s a quick look at Effin Amazing. And there are others. Do your due diligence and look for, see if you find other ones, and if you do, post them in the comments below, and I’ll take a look. But I’m very happy with Effin Amazing. Now, we come towards the end of our video, and we are over on the analytics portion. So much, so much to learn overall on… And I’m still learning
about Google Analytics. What you want to do when
you want to track… Once you get your campaigns all set up, you want to go down here. We go to Acquisition. That’s where we’re gonna
check out our campaigns. We go to Acquisition. We go down to Campaigns, and
we click on All Campaigns. Here’s the campaign. So, you can see that my campaign names are descriptive of what
the actual post is, right? So, this was a 2017 survey. SumoShares is our social plug-in. Our social share plug-in on our website. So we get a lot of social plug-in shares on our website. Which take the majority,
65% of our sessions. So, let me just pick one. Let’s actually pick security
driving is not marketing. I can click on that. And it’ll say LinkedIn LinkedInUpdate. So that is your source. That’s the LinkedIn, and then
the medium, LinkedInUpdate. That’s what I’m calling my medium, and that’s what I call my source. Those do not change. Just as a reminder. But what I can do– Let me just go back one more. Let me just go back to where we were. And the fun thing with Google Analytics is that you can do a secondary dimension, which means, “Give me
another slice of the pie “and attach it to this pie.” All right? I’ll show you in a second what that means. So, if I click on Secondary dimension, and I say Acquisition, and
give me source and medium… Okay? So now we have two slices of the pie looking each other combined. So security driving is not marketing is a LinkedIn LinkedInUpdate. And so I can see it all in one row, right? Whereas if we were back over on this page, I’d be just looking at secure
driving is not marketing. And I wouldn’t know the source
unless I clicked on source, so it’s all individual things. But by combining them together, I get to see a fuller picture. So let’s do that again. Go to Campaign, Secondary
dimension, Acquisition. Now you could search
through here and see Source. And click on Source and Medium. And that, again, gives
us the fuller picture. Now from here, you can do your reporting, and you can do your conversions on emails that are attached to the post. You know, you got that
little block of text at the end of the post and all that stuff. But I’m gonna save that for another video because that will take
a little bit more time, and I want to get you guys going, and get creating on your campaigns. So I hope I didn’t overwhelm
you with the tech geek stuff. And, but it’s very important
that you use Google Analytics for your website, for your business, so you can understand your audience and what they’re interested in, and see how successful you are with all those wonderful
posts you’re putting up there on social media. And so you can use that by
using URL Google Builder, or the UTM builder, and
check out Effin Amazing. I think they’re, that’s a
pretty good little plug-in. Little extension for you. All right, thanks for watching so much! Appreciate it. Be sure to give it a like and a subscribe for those who are new to the channel, and I’ll see you in the next video. (alternative rock music)

4 thoughts on “How to Setup a Google Campaign URL to Track Your Social Media Success

  1. Effin extension took a lot of "inspiration" from the original URL builder Chrome extension…even copied the texts..

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