Google Analytics allows you to track and analyze all of your
marketing campaigns such as:
Paid search campaigns
Banner ads
Emails
Other programs
How to track your Campaigns
Google Analytics allows to track your marketing campaign URLs
in two ways:
Autotagging in AdWords
Manually Tagging Links
Autotagging your links in AdWords:
For AdWords campaigns, enable keyword autotagging which allows
Google Analytics to automatically populate reports with click,
cost, and other data for every keyword you buy.
In order to enable autotagging, youll need to link your AdWords
and Google Analytics accounts
How to track your Campaigns
Manually tagging all other links
The second way to track campaigns is to manually tag links. So,
for example, you could tag the links in an email message with
campaign-identifying information.
You may also choose to manually tag AdWords links if you do not
wish to enable autotagging.
The tags are campaign variables that you append to the end of
your URLs.
Linking AdWords to Analytics
By linking Google Analytics to your AdWords account, you can
get advanced reporting that measures performance and ROI for your
AdWords campaigns.
Within AdWords, click the Analytics tab to link your
accounts.
The AdWords login that youre using will need administrator
privileges in Analytics in order to link the accounts.
If you dont already have an Analytics account, you can click
the Analytics tab and create one.
Linking AdWords to Analytics
When you link your accounts, you'll have the option of enabling
"Destination URL Autotagging. This option allows you to
differentiate your paid ads from organic search listings and
referrals.
You can choose to tag your AdWords keywords manually if you
decide not to take advantage of this feature.
Your cost data -- the information about clicks and keyword
spending -- will be applied once you link your accounts. If you
don't want cost data imported into a particular profile, you can
edit the profile settings and de-select the cost data option --
after you've completed the linking process.
Linking AdWords to Analytics
It is possible to link one Analytics account to one AdWords
account only.
For administration purposes, you will want to create a new
Analytics account for each associated AdWords account.
Note that once you have linked an Analytics and AdWords account
the time zone in Google Analytics will automatically take that of
the AdWords Account (if they are different).
Autotagging
Why Autotagging
Autotagging allows Analytics to distinguish between organic
traffic and advertising.
If Autotagging is not enabled, unpaid and paid clicks will look
like they came from same source: Google/organic
By default, Analytics considers them both to be from Google
organic search results.
So, enabling autotagging allows you to see which referrals to
your site came from your paid Google campaigns and which ones came
from Google organic search results.
Autotagging
How Does Autotagging Work:
Autotagging automatically adds a unique id to your destination
URLs when a visitor clicks on your ad
Autotagging works by adding a unique id, or g-c-l-i-d, to the
end of your destination URLs.
3rd party redirects and encoded URLs can prevent autotagging
from working properly.
Test these cases by adding a unique parameter to the end of
your URL --- for example you could add ?test=test.
Heres an example of a gclid appended to the end of a URL.
www.mysite.com/?gclid=123xyz
Autotagging
How to enable auto tagging:Google
Go to the My Account >> Account Preferences tab within
your AdWords interface
Choose Tracking option. Make sure that this reads yes. If it
says no, click the edit link, check the box for Destination URL
Autotagging, and click Save Changes.
View AdWords Data in Your Reports:
By Applying cost data to your Analytics account allows you to
view your
AdWords click, cost, and impression data in your Google
Analytics reports.
Autotagging
Importing Cost data From Adwords:
All AdWords cost data from an account will be imported into any
profile in which the apply Cost Data checkbox is selected.
Make sure both AdWords and Analytics accounts are set to the
same currency so that ROI data is accurately calculated.
If you don't want cost data imported into a particular profile,
you can edit the profile settings.
Google Analytics is only able to import cost data from AdWords,
and not from other ad networks.
Data Discrepancies
There are several reasons for these differences.
AdWords tracks clicks, while Analytics tracks visits.
Some visitors who click on your AdWords ads may have
JavaScript, cookies, or images turned off. Analytics won't track.
AdWords will track as click.
Invalid Clicks.
AdWords data is uploaded once a day to Analytics so the results
for each may be temporarily out of sync.
Missing Google analytics code.
If autotagging disabled, make sure that you manually tag your
Destination URLs with campaign tracking variables.
Campaign data can be lost if your site uses redirects. As a
result, Analytics wont show the visits as coming from AdWords, but
your AdWords report will still report the clicks.
Manual Campaign URL Tagging:
GA automatically tracks referrals and search queries
To differentiate b/w natural and paid results, we have to add
tags to the destination URLs
Keep in mind that even if you add your own tags, you wont see
any Ad Group information from AdWords.
Manual URL Tagging
You should always use the following variables:
Campaign Source - Identify an advertiser
utm_source .- Identify an advertiser
utm_medium - Advertising medium
utm_campaign - campaign name
Optional variables:
utm_content - used to track different versions of an ad
