Tip: Track the ROI of any campaign with Google Analytics

January 29, 2009 in Analytics, SEO/SEM, Tips

Did you know that you can track any advertising or marketing campaign with Google Analytics, not just AdWords? Of course failure to track is the first (well, fifth actually) mistake entrepreneurs make. You shouldn’t just want to track things precisely, you must.

Here are some examples of what you might like to track with the same precision as an AdWords campaign:

  • Pay per click campaigns with Yahoo or MSN
  • A banner ad buy on another site
  • An email marketing campaign
  • An affiliate program
  • Any link you give out for which you want to track the effectiveness

For todays’ tip, let’s say you’re running a banner ad and you want to track how many clicks you get from that banner, where those visitors go on your site, how long they stay, how many of them convert to your goals, etc. (Incidentally, this works very nicely with your Google Analytics conversion goals.)

Campaign Report Example It’s actually easier than you think. The bonus is that you get a nice report inside of Google Analytics under Traffic Source > Campaigns.

This report provides you information on visitors, including:

  • pages per visit
  • average time on site
  • bounce rate
  • goal conversion
  • sales revenues
  • number of transactions
  • ecommerce conversion rate
  • value per visitor
  • and more

And actually, it so simple (bear with me), it would be ridiculous not to do it.

So here’s how:

Simply add the following to the end of the link back to your site from the campaign source:

utm_source=campaignname where campaignname is whatever you want to call the campaign.

For example, let’s say your site is www.mysite.com, and you are running a banner campaign on www.somesite.com.

The link you would provide to somesite.com would be www.mysite.com?utm_source=somesite

And you can do it to any URL, not just your homepage.

That’s the bare minimum, but you can just as easily pass in more information to make your reporting even richer. There are 5 name/value combinations you can use in all (called “tags”), and you really want to use at least the first three.

The five tags are:

  • Name  (utm_campaign) The name of your campaign. Example: Free Shipping Promotion. utm_campaign=Free+Shipping+Promotion
  • Source (utm_source) The source of your traffic. Example: SomeBigSite.com utm_source=SomeBigSite.com
  • Medium (utm_medium) This is the medium sending you traffic. Example: banner. utm_medium=banner
  • Term (utm_term) Mostly used by AdWords campaigns, Google will load it with the search term used when they saw (and clicked on) your ad. If you’re running a PPC campaign with Yahoo or MSN, you can add this one yourself but to do so, you’ll need to create a specific URL for each keyword. utm_term=my+keyword
  • Content (utm_content) Here you put any additional clues to help you determine the effectiveness of two otherwise similar things. Example – let’s say you’re running two banner ads, one in the header, one in the footer. You might put footer in one, and header in the other. utm_content=header.

So for our banner ad example, the full link might look like this now: http://www.mysite.com?utm_campaign=Free+Shipping+Promotion&utm_source=SomeBigSite.com&utm_medium=banner&utm_content=header

I know what you’re saying now – how the heck do you know how to get the link just right? Looks complicated right? Well it’s not, and to make it even easier to figure out how to properly format Google has given us an URL Builder to do the heavy lifting for you.

Google’s URL Builder

Hope this helps.

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I think you used "utm_source" for the campaign name and should have used "utm_campaign." Great post otherwise though!

Posted by: DRA | Apr 21, 2009 4:25:13 PM

Yikes, sure enough, thanks for catching that. Fixed.

Posted by: Carson McComas | Apr 21, 2009 4:33:38 PM

This is my first time on your blog and I'm already finding some great information. I had no idea you can track any add with Google Analytics. I was just about to set up OpenX but maybe I'll try this first to see how it works for me.


Posted by: Stephanie | May 28, 2009 10:26:30 AM

I haven't been tracking my roi for my online marketing campaigns to this point. Looks like I'm going to have to start now.

Posted by: Mike | Jan 20, 2011 12:59:32 PM