Digital Swank

  • About
  • What we do
  • how it works
  • blog
  • Get In Touch

How to Use Google Analytics to Track Your Marketing Campaigns 

February 22, 2019 By Robert Rose

The success of your marketing campaigns becomes a guessing game without proper tracking and performance analysis.

Tracking all your campaigns helps to ensure that you are not misdirecting your energy, time and wasting any of your money on marketing campaigns that are not working.

Google Analytics is a powerful tool designed to provide you with vital key information that you need to keep a close watch on your marketing.

It helps you track and understand which aspects are working well and where you need to improve. However, to use Google Analytics properly in tracking your marketing campaigns, you need to ensure it’s installed and set up correctly. 

UTM Parameters

Using Google Analytics for marketing is a great way to ensure success. And nothing is more effective than UTM Parameters.

Also referred to as “UTM tracking codes” they allow one to add a special tracking code to a URL. It helps in identifying how online users are landing on your site. 

They are small pieces of information that you simply add to the end of a URL which gives Google more insights about your website and content through that particular link. 

You can create UTM parameters in your campaigns using the convenient Google’s URL builder. With the URL builder, you can track each of your marketing efforts separately via Google Analytics.

Tracking Traffic by Source

You can, in Google Analytics, see exactly which among the marketing campaign are driving the most leads, sales, and subscribers.

The purpose of UTMs is to inform Google Analytics about the sources of your campaign traffic and how it reached your website.

When a new visitor lands on your site, Google Analytics records that particular pageview as well as the source and medium from which your visitor originated from.

In Google Analytics parlance, the “source” is defined as the domain that the visitor is coming from, and the “medium” is a categorization of the different kinds of traffic. Analytics also used a “campaign” parameter to further segment your incoming traffic.

Using Google Analytics Data

You can use Google Analytics to track traffic by source such as Organic Search, Direct Visitors, Referrals, Banner Ads, or Social.

You can use the data in identifying which among your campaign sources are winners and the ones which need a bit more tweaking.

It can also inform you about campaigns that need to be scaled down and where to spend more time creating content.

Remember that if you don’t add your own UTM parameters, you are effectively leaving yourself at the mercy of Google Analytics in terms of assigning your traffic sources.

Once your campaign URL is set-up, use it to modify or retarget your marketing campaigns. Through Google Analytics Real-Time reporting, it becomes possible to view your website’s current traffic as well as which channels are driving it.

Real-Time UTM tracking in Google Analytics reports is under Acquisition » Campaigns » All Campaigns.

Final thoughts

Remember, in marketing, the more you track your performance, the more information you get that helps you understand what’s working.

This allows you to put more energy and time towards maximizing such campaigns.

An important reason why Google Analytics is deemed to be so effective is that it works well and effectively with other Google programs such as Google Ads, YouTube, and Search Console. 

Filed Under: Articles Tagged With: Google Adwords, Google Analytics, Google Analytics 360, Paid Search, web traffic monitoring, Website Traffic

Newsletter

Growth-driven insights delivered right to your inbox.

Recent Posts

  • Introducing Facebook Shops: How to create a branded store on Facebook & Instagram June 19, 2020
  • How to use Facebook Business Manager June 5, 2020
  • Facebook Ads: A Beginners Guide to the Facebook Pixel May 22, 2020
  • The Difference between a Canonical and 301 Redirect  May 8, 2020
  • 6 Pay Per Click Tactics to Implement During Fluctuations in Campaigns  March 29, 2019

LET’S START A CONVERSATION

We'd love to hear about your upcoming project. We'd love to turn your project into a success story. Tell us all about it by filling out our contact form.

Or, call us at 800.920.4537

760 Chapel Street New Haven, CT 06510.

LET’S GET SOCIAL

Want to keep up with what’s going on at the agency? Follow us across our Social Networks.

 

  • Facebook
  • Instagram
  • Twitter
  • YouTube

Choose your own adventure



Google AdWords™ Certified Partner
Design & Web Development
E-Commerce Development
Mobile Strategy & Development
Data-Driven Digital Marketing
Inbound Marketing Methodology

Copyright © 2021 · DigitalSwank All Rights Reserved.