One of the best ways to check the effectiveness of your advertising efforts is using Google Analytics. However, it’s really worth tracking more than just the simpliest metrics like: visits, unique visitors or pageviews. Successful advertising in general is not about the number of people that saw your adverts. What really matters is the interaction of your audience with your ads and the behaviour of your potential customers after reaching your website. In order to maximize the ROI of your Facebook advertising campaigns for your websites you need to test various ad copies and landing pages to be able to determine what is the best way for your business to attract customers. Luckily there is something that will help you test your ads and landing pages with minimum effort – Google Analytics UTM tracking codes.
UTM codes to the rescue!
Google Analytics UTM codes are simple parameters that can be added to the links of the pages used during your advertising campaigns:
As you can see in the example, to the standard link to our website http://www.catvertiser.com/ we have added five tracking parameters. Each of these values will help you segregate traffic from particular campaign or advert from the rest of your website traffic stats. To see segmented stats of all of your advertising campaigns you need to use “Campaigns” view which is available in “Aquisition” section of your Google Analytics account.
How to add Google tracking codes?
You may think that adding Google Analytics codes to each campaign link is bothersome: typing all the parameters one have to remember about question marks, & signs, simple spelling typos may occur and you need to remember the exact names of parameters to make sure Google will be able to track them. To prevent all of these from happening, Google gave advertisers URL Builder – a simple tool to attach custom campaign parameters to your links. This tool helps advertisers eliminate common errors but still makes you enter all the details for each and every link of your campaign separatedly. To help you save time, while building Catvertiser.com, we have implemented an automatic UTM codes support. Using Catvertiser for your campaigns for external websites you may use “automatic UTM tracking” in which our system will generate links with tracking codes basing upon the exact details of your campaign.
How to use Google tracking codes?
By standard there are 5 Google tracking codes that can be used for your links: campaign, source, medium, content and term.
Utm_campaign is used for identifying specific campaign or product offered in your campaign.
Utm_source is made for distinguishing the source of your campaign, for example search engine, social network or newsletter partner or name.
Utm_medium identifies the specific parameters of your campaign. In Facebook advertising you may choose to simply put a bid type of your advertising campaign (CPA, CPM or CPC) here.
Utm_content is really helpful while performing A/B testing between particular ad copies or targetting groups by splitting the traffic coming to your website.
Utm_term is generally used for paid search and helps to differentiate paid keywords of the campaign.
Adding Google Analytics UTM codes you also need to remember that parameters utm_source, utm_medium and utm_campaign is required, using utm_term and utm_content is optional.