1. +
Using Analytics to Its
Fullest: What You Are
Overlooking
Hosted by Hanapin Marketing &
Amanda West-Bookwalter
2. +
URL Tagging & Tracking
Q. What is URL Tracking?
A. Adding unique identifiers to your destination URLs.
Q. Why Should I Tag URLs?
A. Clean data! View stats like:
• Pageviews per visit
• Average time on site
• % new visitors
• Bounce rate
3. +
Types of Analytics URL Tagging
Auto-tagging
Happens automatically if your AdWords account is linked & you
have auto-tagging enabled. To enable or disable auto-tagging, go to My
Account > Preferences.
1. Append ?gclid=test or &gclid=test to the end of your AdWords
destination URL.
2. Paste the modified URL into your browser’s address bar.
3. Auto-tagging won’t generate an error if the resulting page displays
the gclid=test parameter in the address bar.
4. +
Types of Analytics URL Tagging
Manual Tagging for Google Analytics
5. +
Types of Analytics URL Tagging
Manual Tagging for Google Analytics
6. + Types of Analytics URL Tagging
Manual Tagging for Backend Systems
{matchtype} – the match type of the keyword that triggered your ad
{network} – whether the click came from Google Search, Search Partners, or the Display Network
{ifmobile:[value]} – if you ad is clicked from a mobile device, you’ll see whatever text you insert
{ifsearch:[value]} – if your ad is clicked from a site in the Google Search Network, you’ll see
whatever text you insert
{ifcontent:[value]} - If your ad is clicked from a site in the Google Display Network, you’ll see
whatever text you instert
{creative} – the unique ID for a creative ad
{keyword} – for Search the keyword that triggered your ad; for Display, the best-matching keyword
{placement} - for Display only, the domain name of the site where the ad was clicked
{target} – for Display only, a placement category
{random} – a random Google-generated number
{aceid} - the control ID or experiment ID from AdWords
{copy:[name]} - for Sitelinks and Product extentions; the URL will include the actual parameter
name and the value you indicate from the corresponding headline URL
{adposition} – the position on the page that your ad appeared in
{param1} - if you’re using AdParamService, create parameter #1
{param2} – if you’re using AdParamService, create parameter #2
7. + Types of Analytics URL Tagging
Possible tracking combinations
1. Auto tagging only
2. Manual Analytics tagging
3. Value Track manual tagging only
4. Value Track manual tagging and auto tagging
5. Value Track manual tagging and manual analytics
tagging
8. + Types of Analytics URL Tagging
Tracking outside data in Analytics
9. + Types of Analytics URL Tagging
Tracking adCenter PPC Data in Analytics
11. + Types of Analytics URL Tagging
Tracking Facebook PPC Data in Analytics
12. + Types of Analytics URL Tagging
Other Uses for URL Tagging & Additional Tactics
Other Uses:
1 Any type of banner advertising, email marketing, etc. can utilize
URL tagging.
2 When it comes time to create the utm_source= section of your
URL, be specific. “Email Blast 03/04? or “Yahoo! Banner Ads” (or
whatever display ad network you use) – the more specific you
are, the easier your reporting will be in Analytics.
3 When it comes time to create the utm_medium= section of your
URL, choose a naming convention that you’re comfortable with –
because you’ll need to stick with it. “Email” or “Display_Ads” are
general names that you will need to repeat each time you launch
a new campaign. This way you can look at reports for ALL email
blasts or ALL display ad campaigns.
13. + Types of Analytics URL Tagging
Ad Groups or Ad Text Names?
By inserting the ad text name, you can view site activity in Analytics at yet another
level of granularity. See how different ads with different calls-to-action result in user
behavior on your website.
Employ a Search Query Filter!
1. This tactic has been touted as an AdWords-only solution. The truth is (*gasp*)
that it works for Yahoo! and Microsoft campaigns as well! Once set up properly,
you will see your keywords shown as this in Google Analytics reports: keyword,
(search query)
2. Why is this so important? Well, the Google AdWords Search Query Report is
great, but it doesn’t show you ALL of the search queries. And neither Yahoo! or
Microsoft have any sort of search query reporting available. So, when you
combine the power of tagging your PPC destination URLs with this search query
filter, you will have at your fingertips a very powerful set of data!
3. The uses for knowing search queries are endless, but some of the highlights are:
understanding user intent, finding new keywords to add into your accounts and
most importantly – finding new negative keywords to weed out irrelevant traffic!
22. + Multi-Channel Funnels
Important questions your MCF can answer about your PPC accounts.
1. How much does PPC interact with other marketing
channels?
2. How much does PPC assist with conversions?
3. Which PPC campaigns / ad groups / keywords /
placements have more assisted conversions than last
click conversions?
4. Are Branded Campaigns Taking Too Much Credit?
5. How long does it take for a person to convert?
30. + Resources
Google URL Builder
http://support.google.com/googleanalytics/bin/
answer.py?hl=en&answer=55578
ValueTrack Parameters
http://support.google.com/adwords/bin/answer.py?hl=en&answer=2375447
Search Query Filter Blog Post
http://www.qualityscores.com/ppc-management-adwords-keyword-data-
exposed-with-google-analytics/
How to make custom channels in Multi-Channel Funnels
http://www.ppchero.com/a-video-tutorial-how-to-make-custom-channels-in-
multi-channel-funnels/
31. +
Stay Tuned for Our Next Webinar!
Advanced Dimensions
Wednesday, May 23
5-6pm EDT
Presented by Felicia Coover
