Now that you have started your online marketing campaign, keeping track of your website’s viewers will allow you to gain valuable information about your audience. Knowing these statistics allows you to cater to your dominant focus group. This is an essential part of our suggested content strategy which allows you to capitalize on your business’s growth in popularity. A popular method of tracking such statistics is Google Analytics. This tool allows you to know the demographics of the users visiting your site. Now, in order to differentiate between the traffic generated by each online campaign, each one needs to have a unique URL. This can be done using a Google Analytics URL Builder. Such a tool allows you to pull statistics of each campaign separately in order to identify which medium was most successful. Naturally, this is essential in our fast-moving, highly competitive market where your business’s success might rely on your ability to adapt to the dynamic market demands.
What Is Google Analytics?
A free tool designed by Google that allows you to measure your return on investment (otherwise known as ROI) regarding your marketing campaign. It allows you to know how customers got to your website. It allows you to better know your customer base which later allows you to cater to that base. Here are some of the information that google analytics can provide you:
1- How many people visited your website
2- How long do they stay on each visit
3-How did they find your website
4- Where they are from (whether local or international)
5- What actions did they take on your website
All these statistics will allow you to better identify your user base which will allow you to adapt your marketing towards their preferences, Ultimately allowing for your business’s growth.
Why Do You Need Multiple URLs?
You use a google analytics URL builder in order to track each campaign. This allows you to analyze each campaign separately in order to identify how effective that campaign was. This is done through ROI calculation where you compare the amount of budget spent to the number of views generated. Another useful analysis is regarding the nature of the campaign and the major demographic it attracted. This allows you to observe the preferences of each demographic in your target audience. All of these statistics will allow you to create much more effective future campaigns. Not only that, but it also allows you to identify which medium is most effective in generating hits for your website.
Now let us walk through the steps of creating a custom campaign URL through a google analytics URL builder.
Google Analytics URL Builder
Using this tool, the creation of a custom URL is simplified. The required data is as follows:
- Website URL: Which is your business’s website that you are aiming to generate traffic for.
- Campaign Source: This is the source of your generated traffic otherwise known as the referral website.
- Campaign Medium: It is the type of advertising medium used (email, banner, etc.).
- Campaign Name: The custom name that you give to the campaign as a unique identifier.
- Campaign Term: Your primary keywords for this campaign.
- Campaign Content: A brief description of the ad so that can be uniquely identified.
Here are some tips to ensure proper generation of a campaign URL:
- Be sure to use consistent capitalization as it is case sensitive. (“PROMO1” is considered a different campaign than “promo1”)
- Try to use single words for your tags since spaces are replaced by “%20” to avoid breaking the URL
- It is good to also unify the names of mediums used across campaigns for easier filtering and comparison later on
This tool is great for generating URLs for simple campaigns with only a few sources. However, when several sources are available it might be easier to create one URL as a template then modify it accordingly. Now, let us identify the parameters included in a custom URL generated for an email campaign.
This URL can be separated into the following parameters
utm_source: You use this tag to identify the source of the traffic (search engine, newsletter or other)
utm_medium: This tag is for you to identify the medium used for advertising (e-mail, display ads, cost-per-click)
utm_campaign: This is the unique name you give to your campaign
utm_term: These are the paid keywords relevant to your campaign
utm_content: You may use this tag to differentiate between ads that point to the same URL (text, links or images)
These google UTM tags should allow you to easily modify the parameters quickly without the need to re-input your data. Now that you have your custom URLs set-up, it is a good idea to test them out individually. Here is how you can do this.
Testing Custom URLs
1- Open your custom URL in an incognito window
2-Browse your website and complete some of the tracked actions
3-Check those changes in your real-time reports or check the data in your standard campaign reports (usually takes a few hours to show up).
Through the use of Google analytics, it is possible to identify many key details relevant to the success of your business. Through using analytics, it is possible to identify your target audience and their demographics. This includes ages, gender and location which allows you to cater your future advertising campaigns to them. Another use of analytics is to identify what users spend the most time on when using your website. Furthermore, specific analytics may be collected regarding a certain campaign through the use of google analytics URL builder.
This tool will allow you to generate a custom campaign URL to track activity related to this campaign separately. It allows you to identify your biggest source of traffic and your most successful advertising medium. This allows you to only use the most effective mediums for your business which provides you with the highest return on investment (ROI) comparing the budget spent to the amount of traffic generated. Through the proper use of this tool, you will be able to maximize marketing efficiency without spending a lot of effort since all the reports are automatically generated by Google. This reduces the amount of manual work needed when analyzing the effectiveness of a campaign.