- [Instructor] With the referral reports,
we were able to see other sites that sent users to our store
through a referring link.
We were able to get that because web sites and web browsers
provide that info and we can automatically
capture those things in our analytics.
But if I were to supply some extra info about the click,
perhaps that this click is part of a paid campaign
or an email or social media post,
we have a way that we can tell Google Analytics
to track that extra info.
We call this manual tagging.
Let's look at one example here.
Let's say that you have a marketing campaign
happening with just one source.
So in this case, our source is Twitter.
How do we differentiate the traffic
coming from one tweet on sale items
versus another tweet on buy one get one free T-shirts?
Since the source is Twitter
and of course, the medium is social,
there's really no way to separate these two lines of traffic
with just these two pieces of information
and we don't want to start stuffing
these two with extra info.
We're gonna use another field.
This is where the campaign reports come in
and this is one of the most useful
and important concepts on Google Analytics.
When you add campaigns to the mix,
you could track different marketing initiatives
by source, medium, and a campaign name
instead of just inferring
which traffic belong to which ad within a source you pushed,
say, during a certain period of time.
So let's think back to this Twitter example.
So by tagging the two Twitter posts here
as different campaigns,
we can easily differentiate between the two traffic groups
both coming in from that source
because we've tagged the top one of a campaign a flash sale
and we've tagged the bottom one
with the buy one get one T-shirt.
So let's look at how exactly we would do that.
We're gonna track in these campaigns
using what we call UTM parameters.
These are gonna be a regular URL
and we're just going to stuff extra information,
these UTM parameters, into that URL.
Google has a special tool to help us do this.
So the first thing we're gonna put in here is our website.
So let's go ahead and put that in.
Let's say this is gonna be cardinalpath.com.
You can also put in your full page.
So if you want this to be a specific page,
you can put that in here, as well.
Then we put the campaign source.
So in this case we said the source was Twitter.
And then the medium we said was social
and the campaign name we said was flash sale
for the first one.
Now here if you have paid keywords,
you can add those in, as well.
And if you even want to differentiate between different ads,
so maybe flash sale with a red shirt was one of them
and blue shirt or something would be another.
And if you look down here, it's gonna create this URL
and stuffed inside of this we have
first, our just standard page
and then stuffed inside here
we have a UTM source as Twitter,
we have UTM medium of social,
campaign was a flash sale,
and the content was the red shirt.
And these things aren't going to matter at all
to your website and how it loads
but Google is gonna understand these
and it's gonna interpret them into your Google Analytics
and anything that I do on this page or this session
is going to be automatically categorized
by this source, medium, campaign, and content.
So what you're going to do as a marketer
is you're gonna take this entire URL
and this is now going to be the URL that you send
your marketing efforts to.
So if you're gonna put out a tweet you put this one.
If someone clicks on this link
it's going to be automatically tracked
into Google Analytics.
So let's take a look at how that would work.
If we come back to here to Google Analytics,
we come under the campaigns,
and what we're gonna see here is that campaign info.
So for example, I would see something here called flash sale
and we would be able to see not only
how many users came in through that flash sale,
what their behavior was, conversions, revenue,
all the metrics that we've normally looked for
would now be bucketed under folks
who came in under that campaign.
And if we wanted to see
what the campaign was differentiated by
we also can come up here to things like add content
and we could look that, for example,
as a secondary dimension
and then we would see here flash sale as our campaign
and then we would see red shirt as our content
because remember that's what we set here was
campaign was flash sale and the content was red shirt.
Okay, so we've covered an important concept here.
I can't stress enough the importance of campaign tagging.
By tagging these campaigns consistently
every time you put out a tweet,
every link that you put in an email
you'll make it very easy to come back
and track and analyze those sources
and you'll understand which of those things
are being clicked on, which ones are working,
and which ones aren't.