The benefit of using different platforms for display retargeting or email is that they are well equipped with there own reporting dashboards. The challenge becomes centralizing this data into one high level dashboard.
Google Analytics out of the box has the capability of linking to other Google Products such as Google Adwords for PPC and Display campaigns. For another channels such as Facebook Ads, Bing Ads, email campaigns etc…this data does not necessarily get imported under their respected sources. For many experienced digital marketers, the Google URL Builder is a great tool used to assist in tagging campaigns and getting those sessions recorded in Google Analytics under the Campaigns menu.
Related: Google Analytics 101
Start with the URL builder
Let’s say for example you are importing your Google Adwords campaigns into Bing Ads to run PPC text ads on the Bing Network. Although you can still set conversion tags provided by Bing, tagging URL’s will record the data in Google Analytics. Start by visiting the URL builder website https://support.google.com/analytics/answer/1033867?hl=en.
The URL builder is pretty straight forward in terms of the fields you need to enter in order to properly tag the URL (Website URL, Source, Medium, Name). Below is a step by step example of the mandatory fields needed to generate a tagged url.
^ The URL that is generated after the submit button is hit is then used as the destination URL of your ad. As long as the URL you provide in Step 1 leads to a valid page, this URL will now trigger data in your Google Analytics reports.
Where do I find the data?
In your Google Analytics reports, navigate to Acquisition -> Campaigns -> All Campaigns.
Once you are in the Dashboard for the Campaigns reports, in order to verify which campaigns that display the data, apply a secondary dimension called “Source / Medium”.
This will add a second column that shows which campaigns are coming from where (source: ex. Google, Bing, Facebook, Exact Target) and by what means (medium: ex. cpc, email, social, banner).
Once the data has populated with the second column, you can then drill down to only display the data from the campaigns of a specific Source / Medium. Choose “advanced” next to the filter search bar at the top of the data table and then only include the dimension “Source / Medium”
How can I avoid following all of these steps for every campaign source?
Once you have drilled down on all of the data for the first time, I recommend either adding it as a widget to a custom Dashboard, or creating a short cut, or both, so you can access the data table at any time without applying a secondary dimension and following all of the previous steps.
Here are a few more examples of Sources you can tag by Source / Medium in your marketing campaigns and different variations of them:
- google / cpc (Auto tagged in Google Adwords)
- bing ads / cpc
- bing & yahoo / cpc
- mailchimp / email
- listrak / email
- gmail / email
- exacttarget / email
- Website Banners
- homepage / banner
You may define your source / medium in your utm tags however you please. As long as the data is being recorded in Google Analytics, you can locate the information and create your dashboards and shortcuts according to how you tag your marketing campaigns.