Campaign Data

Campaign DataYou may already be using several online marketing methods, such as email marketing or pay-per-click (PPC) ads, to drive relevant traffic to your website. But, to ensure great results, you need to keep track of such campaigns and measure them appropriately. This is where you need the help of Google Analytics.

You can use tags (parameters for your site URL) as UTM parameters for your content marketing campaigns. Once a site visitor clicks on such a tagged site link, the tags are passed on to Google Analytics for better tracking.

In some cases, the tags may not always be mapped to the appropriate data shown in your Google Analytics reports. And, the campaign data report is more useful to analyze campaigns which may not always be tagged with easy-to-understand information in Google Analytics.

These campaigns include organic searches, referrals, emails, and PPC ads. The Google Analytics campaign report will help you evaluate the associated metrics in detail and will enable you to execute better campaigns.

Now, let us do an in-depth study of the process by which you can send campaign data to Google Analytics and set it up for display via the campaign report, along with ways to access or use that data.

How to Access the Campaign Data Reports

  • Log in to your Google Analytics account and click on the “Reporting” tab.
  • Choose the “Acquisition” section from the left-hand side list of the reporting options.
  • Select “Campaigns” and you will see all the relevant reports for your campaign data.

campaign-data-1Process to Populate Campaign Data

The major steps to send the campaign data to Google Analytics and populate the same in the reports are indicated below:

Collection

The Google Analytics SDKs and tracking code utilize the following fields to send campaign data:

  • Campaign Source (&cs) - Denotes the origin of the visitor (for example, a newsletter).
  • Campaign Medium (&cm) - Indicates the type of traffic (for example - cost per click or email).
  • Campaign Name (&cn) - Provides a name to identify a strategic campaign or a product promotion.
  • Campaign Content (&cc) - Helps to differentiate ads or links that point to the same URL.
  • Campaign Term (&ck) - Indicates the paid keywords used for an ad.
  • Document Location (&dl) - Sets the dimensions when custom campaign parameters are embedded.
  • Document Referrer (&dr) - Denotes the referring source and may set the dimensions when the campaign field is not set.

You can send values through the above fields to Google Analytics in one session for a particular campaign. If you try to send values for another campaign during an existing session, a new session will begin by ending the current session.

How to Set Custom Campaign Data

In order to import campaign data into Google Analytics, you can set a “Campaign ID” for your URLs and send it to Analytics during the collection process step. It will combine with your imported campaign data to enable you to populate your Google Analytics reports with campaign (and custom) dimensions as well as metrics.

You can also fill your reports with traditional campaign data like “Source” and “Medium”. At the same time, you may enter data corresponding to the custom dimensions to track any of your custom campaigns.

Moreover, you can set the campaign data in the following ways:

  • You can do it directly by modifying your tracking code, if you have the campaign information available for your custom implementation. Refer to the Analytics.js developer guide for a code example as provided below:

ga('create', 'UA-XXXX-Y', 'auto');

ga('set', 'campaignId', '1234');

ga('send', 'pageview');

  • You can use the “utm_id” parameter to tag the campaign destination URL and it will help you track the visitors who click on such a URL.
  • If you prefer not to use the “utm_id” parameter to trace the campaign ID, then you can use the Plugin for Web Tracking with Analytics.js Guide instead to obtain custom campaign data from your URL and set them on the tracker.

Example

Let us consider the following example of how to set up a custom ad campaign (web-based or email) that does not use the Google Adwords auto-tagging feature.

You can easily add the parameters mentioned above (campaign fields) by using the Google URL builder for websites and passing the details to Google Analytics via UTM tracking.

Google recommends you use Chrome with the URL builder form.campaign-data-2After you have entered all the details, click on the “Generate URL” button to create a custom campaign URL, which you can insert into any of your advertising links.

When a user clicks on the custom link, it will push the unique parameters to your Google Analytics account. So, you can quickly identify the highly effective URLs that bring visitors to your site or app.

Processing

The process step involves mapping the custom campaign parameters, which were embedded in the document location field &dl, to the dimensions shown in the campaign reports.

For example, when the URL builder tool results in a URL like

http://test.com/sunglasses?utm_source=email_promo&utm_medium=email&utm_campaign=christmas_promo&utm_content=logo_click1

http://test.com/sunglasses?utm_source=email_promo&utm_medium=email&utm_campaign=christmas_promo&utm_content=logo_click1

source=email_promo

medium=email

campaign=christmas_promo

http://test.com/sunglasses?utm_source=email_promo&utm_medium=email&utm_campaign=christmas_promo&utm_content=logo_click1

Reporting

Once you have completed the processing step, you can display the values for your campaign dimensions and metrics in the campaign report, as seen below:

Campaign dimension imagecampaign-data-3In a nutshell, the different dimensions available for all types of campaigns are source, medium, campaign, keyword, social network, ad content, and so on.

We hope the above information about campaign data proves useful to you. Please feel free to write any feedback or queries you may have in the comments section below.

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