Create better reports. Make better decisions.

Increase sales.

Link tagging with Google Analytics

by Nathan SmoyerNathanSmoyer.com

Objectives

• Understand what link tagging is• Understand how to tag links• Learn how to use tools to tag links• Learn basic best practices in tagging links• Use understanding to create better reports• Use reports to increase sales

What is “link tagging”?

• The process of adding parameters to a URL for the purpose of tracking custom campaigns– Link tagging can be performed manually

or automatically with Google Analytics

*5

What is a “tagged link”?

• When a URL has parameters added to the end of the link, it is considered a tagged link– There are five parameters that can be

used to tag links when using Google Analytics

*1

What is the function of a tagged link?

• Tagged links help you measure custom campaigns– Each parameter added to a link is

identified and organized by dimension and metric to form reports in Google Analytics

How are links tagged?

• Link tagging can be performed manually or automatically with Google Analytics– It is not recommended to manually tag if

you have auto link tagging turned on for PPC or CPC

–Manual tagging can used for all other forms of promotion such as: email, social media, and blogs

Why should I tag links?

• To measure the results of your efforts• To know what forms of marketing is

working• To form reports in order to analyze

larger chunks of data• To increase sales

Terms to learn

• Parameter• Dimension• Metric (calculated

metrics will not be discussed in this presentation)

• Campaign Source• Campaign Medium• Campaign Term

(keyword)• Campaign Content• Campaign Name

Parameter

• An arbitrary constant whose value characterizes a member of a system

• Google Analytics recognizes five parameters. – Parameters include:

• utm_source• utm_medium• utm_term• utm_content• utm_campaign

*6,3, 10

Dimension

• One of a group of properties whose number is necessary and sufficient to determine uniquely– Examples in Google analytics can be: • Page name• Page load time• Source campaign

*7, 9

Metric

• A standard of measure– Examples in Google analytics can be:• Organic search terms• Visits• Bounces• Time on site

*8, 9

Campaign Source

• Source: Every referral to a web site has an origin, or source– Example sources:• “google”• “facebook.com”• “specialoffer_email”• “direct”

*2

Campaign Medium

• Medium: Every referral to a website also has a medium– Example mediums include:• “organic”• “cpc”• “referral”• “email”• “none”

*2

Campaign Term (Keyword)

• Term: The keywords that visitors searched are usually captured in the case of search engine referrals – This is true for both organic and paid

search – If the visitor is not signed in to a Google

account, however, keyword will have the value “(not provided)”

*2

Campaign Content

• Content: Identifies a specific link or content item in a custom campaign – Example Contents include:• textlink• buttonlink• link1• link2

*2

Campaign name

• Campaign: Is the name of the referring AdWords campaign or a custom campaign that you have created– Example Campaigns include:• “christmas2012”• “customerservice”• “fbspecial”

*2

Which parameters should I use?

• Google recommends always using utm_source, utm_medium, and utm_campaign when tagging links– It is possible to use only utm_source

and utm_campaign, however this is not considered best practice

*4

Tools for tagging links

• URL Builder tool • URL Builder Chrome extension – Source, Medium, and Campaign are required to

be used when utilizing these tools– You can create a tagged link without using

either tool using a text document – Here’s a complete example:

• http://nathansmoyer.com/?utm_source=facebook&utm_medium=social&utm_campaign=googletools

*1, 10, 11

URL Builder tool

*1

URL Builder Chrome extension

*10

Always . . .

• Be consistent in tagging links– This applies to all parameters• Only use underscores if necessary when

naming a parameter• Always or never use capital letters when

naming a parameter (I recommend not using capital letters at all)

*2

Be sure to . . .

• Measure frequently– Some A/B tests may require more time

than others

Adjust and record

• Adjust as needed to improve how you collect data– Be sure to annotate changes in your link

tagging methods in Google Analytics– Document the methodology you use for

tagging links in order to keep a historical account of how to create reports

Please forward along

Favorite, download, embed, and share.Send questions to:

@NateSmoyerNatesmoyer@gmail.com

NathanSmoyer.com

Resources1. URL Builder:

http://support.google.com/analytics/bin/answer.py?hl=en&answer=10338672. Definitions:

http://support.google.com/analytics/bin/answer.py?hl=en&answer=1033173&topic=1631856&ctx=topic

3. Custom Campaigns: http://support.google.com/analytics/bin/answer.py?hl=en&answer=1033863&topic=1032998&ctx=topic

4. Best Practices:http://support.google.com/analytics/bin/answer.py?hl=en&answer=1037445&topic=1032998&ctx=topic

5. What is linking tagging? (Quora response: http://www.quora.com/Google-Analytics/What-is-link-tagging

6. Parameter: http://www.merriam-webster.com/dictionary/parameter7. Dimension: http://www.merriam-webster.com/dictionary/dimension8. Metric:

http://www.merriam-webster.com/dictionary/metric 9. Dimensions and Metrics:

https://developers.google.com/analytics/devguides/reporting/core/dimsmets10. URL Builder Chrome Extension:

https://chrome.google.com/webstore/detail/google-analytics-url-buil/gaidpiakchgkapdgbnoglpnbccdepnpk