Tagging and tracking your campaigns is essential for insights and analysis. It can give you important information on what’s working and what isn’t. If you’re new to campaign tagging, it can seem slightly daunting, but luckily Sanna is here to give you some tips on the basics and essentials.
“When creating the tagging information for your campaign in Google Analytics, there are five parameters to create – three of which are mandatory (*).
1. *Campaign source (utm_source) – This is where the link will actually be located, such as Facebook, mtv3.fi, Twitter, etc (the source FROM WHERE visitors have come to your site). If your medium is email, enter the mailing list to which the email has been sent (we’ll have some further tips on this in the future).
2. *Campaign medium (utm_medium) – This is the marketing medium that will be used for your ad and that will generate traffic to your site (HOW visitors have come to your site) e.g. own referral, display premium, display performance, partner referral, games, email, mobile display, social, etc.
3. Campaign term (utm_term) – This should be used for keywords when running SEM campaigns. If you’re not manually tagging an SEM campaign, leave this blank.
4. Campaign content (utm_content) – Add any other additional information here that will help you identify and differentiate the ad, such as banner size, copy, product, location, or ad type (e.g. awareness or conversion), etc.
5. *Campaign name – Give your campaign a simple and recognisable name so that it’s relevant and easy to identify once you start building up other campaigns. I also always add the campaign weeks to the name so that it’s easier to identify and compare at a later date. You could use something such as catfood_sales_w42-51.
An important rule to follow is that when you create a naming and tagging convention, keep following it for all of your campaigns. Also ensure that your partners and colleagues use the same conventions in order to keep everything standardised and easy to find and follow.”