Learn How to Accurately Track Marketing Campaigns with Tracking Guru Ben Weber, Head of Analytics at In Marketing We Trust (Travel Massive LIVE sponsor). We'll be answering: *Why do we need campaign tracking? *What are UTM parameters? *Where to find campaigns in Google Analytics? And you'll learn how to use UTM for: *Email *Google ads and other paid campaigns *Social media campaigns *Offline campaigns

1. CLICKTOCONTINUE
HOW TO
ACCURATELY
TRACK MARKETING
CAMPAIGNS
CONTACT: benoit@inmarketingwetrust.com.au
DATE: 29-05-2019
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2. DIGITAL MARKETING & ANALYTIC |
DIGITAL BUILT
FOR TRAVEL
We help some of the best-known travel companies in the world grow,
improving marketing and improving ROI while reducing the cost of customer
acquisition. We achieve this through funnel optimisation from awareness
through to conversion and retention.
Our team is unlike any other digital marketing team. We’ve brought together the
most skilled digital strategists, analysts, marketers and optimisers from across the
world to create a truly world-class team.
How we help our customers:
● Develop a data-driven mindset
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● Reduce the cost of customer acquisition
GOOGLE CERTIFIED
We are a leading Google Marketing Platform
Partner. We are certified across all products.
FOCUSED ON REVENUE
We return an average of $8.60 for every $1
spent with us.
TRUSTED BY GLOBAL BRANDS
50% of the most valuable 12 companies ($1,603
bn market cap. ) trust us as a partner.
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3. DIGITAL MARKETING & ANALYTIC |
BEN
BENOIT WEBER
ANALYTICS SPECIALIST
Hello, my name is BEN
● Educational background in software/research
engineering
● Passionate about data
● Specialised in Google Analytics & GTM
● Based in Vietnam, Da Nang
benoit@inmarketingwetrust.com.au
www.inmarketingwetrust.com.au
https://www.linkedin.com/in/benoit-weber/
+84 931503575
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4. DIGITAL MARKETING & ANALYTIC |
AGENDA
● Why do we need campaign tracking?
● What are UTM parameters?
● How to report on campaigns in Google Analytics
● How to use UTM for:
○ email
○ google ads and paid campaigns
○ social media campaigns
○ offline campaigns
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5. DIGITAL MARKETING & ANALYTIC | 5 5
WHY DO WE NEED CAMPAIGN TAGGING?

6. DIGITAL MARKETING & ANALYTIC |
WHAT IS CAMPAIGN TRACKING IN GOOGLE
ANALYTICS?
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7. DIGITAL MARKETING & ANALYTIC |
If tagging is not properly done, you won’t be able to distinguish sources and report on your ROI.
LIMITATIONS OF GA WITHOUT PROPER TAGGING
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(direct) / (none) facebook / referral
Sponsored Sponsored
instagram / referral

8. DIGITAL MARKETING & ANALYTICS |DIGITAL MARKETING & ANALYTICS | 8
There are in total 5 UTM parameters:
● Source
● Medium
● Campaign
● Content
● Term
WHAT ARE
UTM
PARAMETERS ?
https://www.inmarketingwetrust.com.au?utm_source=tml&utm_medium=p
resentation&utm_campaign=ben&utm_content=slide-9&utm_term=urchin

9. DIGITAL MARKETING & ANALYTIC | 9 9
The source describes where your visitors came from.
It refers to ‘who’ sent the traffic to your site. In GA, utm_source appears as ‘Source’.
WHAT IS SOURCE?
source: linkedin source: signature source: google

10. DIGITAL MARKETING & ANALYTIC | 1010
The medium describes the medium the link was used on.
It refers to ‘how’ the user accessed your site. In GA, utm_medium appears as ‘Medium’.
WHAT IS MEDIUM?
source: linkedin
medium: referral
source: signature
medium: email
source: google
medium: cpc or organic

11. DIGITAL MARKETING & ANALYTIC |
Campaign is used to identify your campaign name.
In Google Analytics, utm_campaign appears as ‘Campaign’.
1111
WHAT IS CAMPAIGN?
source: linkedin
medium: referral
campaign: NA
source: signature
medium: email
campaign: ben
source: google
medium: cpc or organic
campaign: ads campaign name or NA

12. DIGITAL MARKETING & ANALYTIC | 1212
Term is used to identify paid search keywords but can be used for email campaigns subject or anchor.
Content is used to differentiate similar content or links within the same ad or email or content.
In Google Analytics, utm_term appears as ‘Keyword’ and utm_content as ‘Ad Content’.
HOW TO USE CONTENT AND TERM

13. DIGITAL MARKETING & ANALYTIC | 1313
Source, Medium and Campaign are the 3 most important UTM parameters.
● Source and Medium will be used by GA to classify your traffic into a channel.
● Campaign will be used to monitor your campaign performance.
Use Term and Content to bring more granularity in your reporting if required.
THE MOST IMPORTANT UTM PARAMETERS
utm_source
utm_medium
utm_campaign

14. DIGITAL MARKETING & ANALYTIC | 1414
By default, Google Analytics uses its default channel grouping.
Channels are a more aggregated and user-friendly label than source/medium.
In total, there are 9 default channels: Direct, Organic Search, Social, Email, Affiliates, Referral,
Paid Search, Other Advertising and Display.
WHAT IS A CHANNEL IN GOOGLE ANALYTICS?

15. DIGITAL MARKETING & ANALYTIC | 1515
Based on UTM parameters, sessions will be attributed to a default channel in Google analytics.
LINK BETWEEN UTM AND CHANNELS
AFFILIATES
Websites you consider
affiliates
Blogger, partner site
utm_medium = affiliate
ORGANIC SEARCH
Click throughs from Search Engines
Google, Yahoo, Bing, Baidu
utm_medium = organic
PAID SEARCH
Paid campaigns
Google Ads, Bing Ads
utm_medium =
cpc|ppc|paidsearch
Ad Dist Network is not Content
REFERRAL
Websites not recognised as
search engines.
Forums, blogs, related sites
utm_medium = referral
DIRECT
Anyone typing the URL
directly, or using a bookmark
Unknown source
No utm parameter
SOCIAL
Click throughs coming from a social
network
Facebook, Twitter, Instagram
utm_medium=social|social-
network|social-
media|sm|socialnetwork|social media
DISPLAY
Display campaigns on GDN
Remarketing campaigns for
Abandonment Remarketing
utm_medium = display|cpm|banner
Ad Distribution Network is Content
EMAIL
Traffic coming from emails
Newsletter,
Promotion/offer
utm_medium = email
OTHER
ADVERTISING
Any advertising activity that
falls into cpv, cpa or cpp
Any other adverts
utm_medium =
cpv|cpa|cpp|content-text
(OTHER)
Any traffic not matching any
other channel

16. DIGITAL MARKETING & ANALYTIC | 1616
Session #3
User gets an email from
IMWT and clicks on the
signature.
utm_source=google
utm_medium=organic
Session #1
After running a test in
CMA, the user clicks on
IMWT link.
Session #2
The same user searches
for IMWT and accesses
the site through SERP
ORGANIC SEARCH
Click throughs from Search Engines
Google, Yahoo, Bing, Baidu
utm_medium = organic
EMAIL
Traffic coming from emails
Newsletter,
Promotion/offer
utm_medium = email
EXAMPLE: SOURCE / MEDIUM
REFERRAL
Websites not recognised as
search engines.
Forums, blogs, related sites
utm_medium = referral

17. DIGITAL MARKETING & ANALYTIC | 1717
Either you create UTM Source/Medium parameters that match with existing channel grouping
rules or you create your own rules.
FIT TO EXISTING RULES OR CREATE YOUR OWN

18. DIGITAL MARKETING & ANALYTIC | 1818
Consistency and accuracy are key to campaign tagging.
Define a naming convention for everyone to follow.
❏ Use letters from standard ISO basic Latin alphabet
❏ Do not use special character (!@#$%^&*()...), diacritics, accented letters or white space
❏ Use lowercase for every UTM parameter. Never use uppercase.
❏ Campaign names must follow the pattern : name + date when applicable
❏ For each source / medium, find the associated channel in Google Analytics - match to existing rules or create new
❏ Google Ads uses Auto-tagging and a similar naming convention must be applied across the account
❏ utm_content can be used for A/B testing
DEFINE A NAMING CONVENTION FOR YOUR UTMs

19. DIGITAL MARKETING & ANALYTIC |
Document your campaigns in a single document & use the IMWT template to generate your URLs.
Chrome extension: Google Analytics URL builder
Google Dev Tools: Campaign URL Builder
1919
DOCUMENT ALL YOUR CAMPAIGNS

20. DIGITAL MARKETING & ANALYTICS |
Some tools generate UTM automatically for your email campaigns, but the majority don’t.
1. Select a landing page for the campaign
2. Define UTMs for the campaign
3. Include it in your email links
SOURCE MEDIUM CAMPAIGN CONTENT TERM
newsletter email 2019-april-europe text paris
newsletter email 2019-april-europe banner italy
newsletter email 2019-april-europe footer signature
special-offer email 2019-sales-usa-tour variation-1
special-offer email 2019-sales-usa-tour variation-2
HOW TO TRACK MY EMAIL CAMPAIGNS
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21. DIGITAL MARKETING & ANALYTICS |
HOW DOES THIS WORK WITH GOOGLE ADS & BING?
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Google Ads and Bing propose Auto-tagging to add UTM tags to your landing page URLs.
It automatically handles Source, Medium, Campaign, Content and Term in Google Analytics.
You could also apply templates to generate the UTMs (Google, Bing) but it is recommended to stick to
auto-tagging.

22. DIGITAL MARKETING & ANALYTICS |
HOW TO TRACK SOCIAL MEDIA CAMPAIGNS
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If you don’t apply any custom tagging, traffic from Social Media will be under Referral in Google
Analytics.
facebook / referral
Sponsored Sponsored
instagram / referral

23. DIGITAL MARKETING & ANALYTICS |
HOW TO TRACK PAID FACEBOOK CAMPAIGNS
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In Facebook, you can add URL parameters to your Facebook ads during the ads creation workflow.
We recommend to use dynamic parameters for every ad of your facebook campaign.
In Google Analytics, create a new channel Paid Social for any traffic with
❏ medium equals cpc
❏ source equals facebook, instagram… or any other platform
utm_source=facebook&utm_medium=cpc
&utm_campaign={{campaign.name}}&utm_content={{adset.name}}
&utm_term={{ad.name}}

24. DIGITAL MARKETING & ANALYTICS |
1. Select a landing page for the campaign
2. Define UTMs for the campaign
3. Generate a more legible URL (bit.ly, Capsulink or Domainr)
4. Include it in your Instagram stories
In Google Analytics, create a new channel Paid Social for any traffic with
❏ medium equals cpc
❏ source equals facebook, instagram… or any other platform
HOW TO TRACK INSTAGRAM STORIES IN GA
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www.inmarketingwetrust.com.au?utm_so
urce=instragram&utm_medium=cpc&ut
m_campaign=ben-campaign
bit.ly/2LYEhtL

25. DIGITAL MARKETING & ANALYTICS |
1. Select a landing page for the campaign
2. Define UTMs for the campaign
3. Generate a more legible URL or create a QR code (QR Code Generator or Kaywa QR Code)
4. Include it in the article for people to access your site
In Google Analytics, create a new channel Print for traffic with
❏ medium equals print
HOW TO TRACK OFFLINE CAMPAIGNS
25
www.inmarketingwetrust.com.au?utm_so
urce=magazine&utm_medium=print&ut
m_campaign=ben-campaign
bit.ly/2Wbklrr

26. DIGITAL MARKETING & ANALYTICS |
WHAT TO CHECK & BE AWARE OF
❏ Test your tagging and verify in real time report in GA.
❏ Monitor (Other) and Direct Traffic in Google Analytics to detect campaigns without tagging and those not properly tagged.
❏ Never use UTM parameters for internal links; this will generate ‘fake traffic’.
❏ Avoid UTM parameters on generic outbound site links. Referral data is automatically passed through.
❏ Verify the syntax of your URLs, in the case of:
❏ pre-existing parameters in targeted URL: append UTM by using an ampersand
❏ myurl.com?p=my-parameter&utm_source=my-source&utm_medium=email&utm_campaign=ben
❏ hashed, fragmented urls: finish with the #
❏ myurl.com?utm_source=my-source&utm_medium=email&utm_campaign=ben#myhash
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27. DIGITAL MARKETING & ANALYTICS |
❏ Google Analytics will be able to automatically track some of your traffic but unless you define
a proper UTM for your campaigns, you may miss valuable information.
❏ There are 5 UTM parameters: Source, Medium, Campaign, Term and Content
❏ Google Analytics categorises traffic into channels based on rules in UTM
❏ stick to existing rules or adapt them based on your needs
❏ Use auto-tagging for tools that support it
❏ Define a naming convention and document your campaigns
❏ Test your tagging and review on a regular basis in Google Analytics
CONCLUSION - HOW TO TRACK CAMPAIGNS IN GA
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28. THANKS
FOR LISTENING.
BEN
benoit@inmarketingwetrust.com.au
www.inmarketingwetrust.com.au
https://www.linkedin.com/in/benoit-weber/
+84 931503575