UTM Tracking in Google Analytics | Lesson 13
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UTM Tracking in Google Analytics | Lesson 13

Now the first topic that we want to talk
about is UTM tagging. And it’s really the most important part of this module. Where
does my traffic come from? And if you’re familiar with Google Analytics you would
probably do this. You’ll probably first log into your Google Analytics account
like this one, go into the acquisition report, and click on channels, or source medium whatever works for you. And then you would see all there are some people
coming through Google, some through autoresponder, some through Facebook and direct. But the big question here is how does Google actually decide how to put
them into different groups here. How to group them together they’re grouped by
source or medium. And we have the channel grouping that we can make use of
which we already did. This is on the processing side something comes in and
then we put it into the right channel. With source medium it works a little bit
different. Google actually looks at the information that it can get from the
user where the user just came from. So for example when he clicked through on
google.com on the search result, he will enter the side with a referrer
of google.com. And Google will take that referrer
and put it into the right source or medium Google organic. That holds true for
many different channels like Google CPC which is basically Adwords or Facebook.
But what if there is no referrer information attached? Well, it will go
into one channel that is sometimes too big of a channel which is Direct/None.
Now Direct/None is not a problem a lot of people say all people enter through
the homepage all the time, they know my brand, this is growing, this is great. But
is this really the case? And if the traffic is a substantial part of your
whole marketing plan. The Direct/None channel then this is really dead traffic
because you don’t know where the traffic came from, what the intentional for user
was, and you can’t really scale the traffic. And just an example here with
Direct/None if I put in the secondary dimension landing page
then I see that a lot a lot of people came through this blog post here or this
website. And they landed directly on this and came through the channel Direct/None. Wouldn’t that go against the belief that people typed it in directly? No, there
needs to be a different reason for that. And this is where UTM tracking kicks in.
Probably seeing these website URLs up here where there’s long tail at the end
evidences UTM medium, UTM source, and UTM campaign. And these are UTM parameters
and they signalized to Google Analytics please put them into the medium source
category of email and source newsletter. And we can even filter down by campaign
or put in more of these parameters to segment down deeper into our data and
all these data points will be available in the reporting later. And that way
we’ll be able to show Google Analytics that we want this data point, this page
you put into the right source medium category. And there are basically five
parameters here that you can use those UTM medium, source, campaign, content, and
term. And they are super useful for campaigns that you run where you really
want to know where is this traffic coming from and maybe even what did
people click on. So for example if you have a banner campaign running a
retargeting campaign, you could choose the medium display, the source
retargeting, the campaign, ad roll or Adwords, or any other vendor out there.
The content may be rectangle banner and the term Christmas promotion so you can
later see exactly who clicked on that link with these UTM parameters and
connected to the outcome which is maybe a sale.
So these UTM parameters are super crucial for sources where Google Analytics
can’t identify the referrer. Now where when is that the case for
example with an email campaign. Let’s say you have send out the newsletters,
people open it up in Outlook and click on the link and then it opens up a
browser window and your website appears. Now Google Analytics wouldn’t know that
you just clicked on that link. It would appear as a Direct/None because no
referral information is attached to that. Because you didn’t come from another
website you actually came from another program which is Outlook which obviously
Google Analytics can’t read and won’t have information in the HTTP referrer. So it’s
very very crucial biggest mistake I see with analyst accounts that obvious
traffic, like the email traffic, is not tagged correctly. So it’s super crucial
to build this into your links that you give other vendors that you put
somewhere to drive traffic to your page. If you have control over this link then
put in UTM parameters to exactly know where people came from and what did they
click on. And you don’t have to type this always by yourself. There are automation
tools out there such as the UTM URL builder or a Google Sheet by Lunametrics.
Let’s take a look. So this URL builder is built by Google
and you can find it in the Help section. And will help you to streamline your
process in putting UTM tags onto your email campaigns for example. So let’s put
this in here our website is demoshop. The campaign source would be Autoresponder, and the medium would be email, and the campaign name would be just the
April newsletter. So we have here April then you can submit it. Be aware that you
need to have a source, a medium, and a name in your UTM tags, a campaign name in
UTM tags. That’s very important because otherwise you will get this not
set within Google Analytics and Google Analytics might not interpret your UTM
text correctly. So you need to have a source medium and companion. And the
other ones obviously are optional campaign 10 and content. So once you
click on submit you get the fully tagged link that you can copy and paste into
your email campaign. Now if you work with Google Analytics a little bit longer you
know that super crucial how you tagged these links because you want to be able
to later drill down only by the campaigns for example that came through
autoresponder or that will send out in April. So you need to have a little bit
of a methodology of tagging the links if you do tagged a lot of links. And this
URL builders probably fine for one link that you send out but if you have a real
campaign running with maybe 10 or 20 links, you need to keep a close eye on
what the methodology is where you tag the links. And that’s where a handy
sheet comes in a Google sheet here by Lunametrics. And what this can do is it
can give you the link at the end in a spreadsheet role and you can put in for
example the source medium campaign here. And here the actual landing page and in
the end you get these links that you can just copy. In order to use this, I have
the link in the resource sheet. You can go to file and then make a copy so will
actually copy this sheet then it’s your own. And then you can go ahead and start
tagging your page. And here you can do put into your
required fields such as autoresponder, email, and campaign. And you can use the
function set Google sheets has built-in. So you could copy this down and even the
actual landing page. Let’s say okay we always have this email that the month
change. So in the end we get these links as you can copy right into our email
software and they’re all tagged correctly. Please notice that I use to
always keep this in none capitalized letters because Google Analytics
actually distinguishes between that. So if I put in July here this would be
another campaign that would be tracked so try to keep it in small letters. So
this is really a handy tool for doing any kind of UTM tagging if you set up an
autoresponder or an email campaign for your client then be sure to include UTM
parameters. A lot of email providers nowadays, such as MailChimp or Get
Response, they have this functionality already built-in to tag your links
automatically so I would take advantage of that. But if that’s not the case
be sure to tag all your links.

19 thoughts on “UTM Tracking in Google Analytics | Lesson 13

  1. Hello measure school.. Nice Video Julian Juenemann… actually the problem is the UTM tag is showing data in real time section, but in campaign section there is nothing.. please help

  2. Which one is the link for the excel spreadsheet you are using to store the data (campaign tracking worksheet)?

  3. Here is a link to Googles own utm link builder: https://ga-dev-tools.appspot.com/campaign-url-builder/ as I did not see it in the list above.

  4. Two questions: 1) Do we use URL builder tool when using Google analytics or GTM or both? 2) When we use URL builder, we shouldn't use auto tagging? A video will be greatly appreciated.

  5. Hello! Are UTMs and auto-tagging not compatible? I need to use UTMs only for a third-party provider (Pardot by Salesforce) but we would like to have the campaigns in adwords auto-tagged if it's compatible. Do you have the answer? Thanks a lot!

  6. Julian,

    Can i see from the link itself if it is passing refer or not?

    Right now the only way i can see it is go to the website through this link and see in GA if it shows refer or not(marked as direct).

    Can i do it without actual visit/GA hit?

  7. Very helpful video as I kept getting data in analytics which has no source or only showed a link shortener.

    But I wanted to ask, if for example I make a URL which might post to multiple platforms – for example blogger and Google+. Does GA see it as Blogger traffic only or Google+ or both (like a path taken) etc.

    How can I track if someone has started on one platform, gone to another and ended up on my website or is that not possible?

    Hope that's a clear question and that you get what I'm trying to ask

  8. Hi, I can see Active Campaign in your email source. Could you please tell whether we have already built links for that or not?

  9. Lunametrics Excel doesn't work the same as the Campaign URL Builder. The spreadsheet URL creater inserts the UTM code at the end of the URL, so if used, any clicks outside of this page and it will not be linked to the Campaign, as the UTM parameters are removed with a new page load! Spreadsheet should be updated to align with Campaign URL Builder. Love these videos btw.

  10. Can I have the link to the excel spreadsheet? I am on the course, but I guess you changed the format and now the link is not on the page…

  11. Hi, thank you for the video. It's great. If I've understood correctly in the website URL I can place any landing page I want. It doesn't have to be a homepage. Am I right?

  12. Man this is old and outdated.Update with Custom parameters and Value track parameters and Tracking templates at account/campaign/adgroup/ad/keyword level.

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