ANALYTICS WIZARD

TRACKING YOUR ADS

Set up your analytics so you can get data reporting

FINAL STEP: Fill in the forms below
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DATA LINK

GOOGLE ANALYTICS

FIRST, SET UP GOOGLE ANALYTICS

Get started with Analytics

To start collecting basic data from a website:

  1. Create or sign in to your Analytics account:
    • Go to google.com/analytics
    • Do one of the following:
      • To create an account, click Start for free.
      • To sign in to your account, Click Sign in to Analytics.
  2. Set up a property in your Analytics account. A property represents your website or app, and is the collection point in Analytics for the data from your site or app.
  3. Set up a reporting view in your property. Views let you create filtered perspectives of your data; for example, all data except from your company’s internal IP addresses, or all data associated with a specific sales region.
  4. Follow the instructions to add the tracking code to your websiteso you can collect data in your Analytics property.
Google Analytics: First Steps
Four steps in Google Analytics that will help you gain a clear, comprehensive picture of your business.

 

Next steps

Configure your account, properties, and views to determine access to your data and which data is available.

For example, you can:

Modify your tracking code to collect additional data such as:

  • User interactions with links, buttons, video controls, and other dynamic elements of your site or app. Learn more about event tracking.
  • Ecommerce activity like user engagement with product lists and internal promotions, and how successfully users moved through your purchase funnel and checkout process. Learn more about ecommerce and enhanced-ecommerce data collection and reporting.

Download the Analytics app

Once you have installed the tracking code on your site or app, and have configured your Analytics account, download the Analytics app from Google Play so you can take Analytics reporting with you anywhere (well, anywhere you have a connection).

Learn more about the Analytics app

Download the playbook for digital media managers

The Google Analytics team has developed a step-by-step playbook to help you get the most out of linking your Google Analytics and Google Ads accounts. Learn how to unlock deeper insights and create smarter Google Ads campaigns.

Take a look at this page on the Google Marketing Platform site, and download the PDF of the playbook.

Installing Google Tag Manager

The Google Tag Manager container snippet is a small piece of JavaScript and non-JavaScript code that you paste into your pages. It enables Tag Manager to fire tags by inserting gtm.js into the page (or through the use of an iframe when JavaScript isn’t available).

To implement Google Tag Manager on your website:

  1. Copy the following JavaScript and paste it as close to the opening <head> tag as possible on every page of your website, replacing GTM-XXXX with your container ID:


    Go to: https://developers. google.com/ tag-manager/quickstart

  2. Copy the following snippet and paste it immediately after the opening <body> tag on every page of your website, replacing GTM-XXXX with your container ID:
    Go to: https://developers. google.com/ tag-manager/quickstart
    

Many tag management operations can be achieved by just doing the basic code installation, but if you’d like to have finer grain control over tag events or data, you may want to use some customization using our asynchronous methods

If you have any questions, our agency partner, Daniel Brian Advertising, can answer your questions. Email them at info@danielbrian.com

ACTIONS

WEB LINKS TRACKED

Collect campaign data with custom URLs

Add parameters to URLs to identify the campaigns that refer traffic.

By adding campaign parameters to the destination URLs you use in your ad campaigns, you can collect information about the overall efficacy of those campaigns, and also understand where the campaigns are more effective. For example, your Summer Sale campaign might be generating lots of revenue, but if you’re running the campaign in several different social apps, you want to know which of them is sending you the customers who generate the most revenue. Or if you’re running different versions of the campaign via email, video ads, and in-app ads, you can compare the results to see where your marketing is most effective.

When a user clicks a referral link, the parameters you add are sent to Analytics, and the related data is available in the Campaigns reports.

Parameters

There are 5 parameters you can add to your URLs:

  • utm_source: Identify the advertiser, site, publication, etc. that is sending traffic to your property, for example: google, newsletter4, billboard.
  • utm_medium: The advertising or marketing medium, for example: cpc, banner, email newsletter.
  • utm_campaign: The individual campaign name, slogan, promo code, etc. for a product.
  • utm_term: Identify paid search keywords. If you’re manually tagging paid keyword campaigns, you should also use utm_term to specify the keyword.
  • utm_content: Used to differentiate similar content, or links within the same ad. For example, if you have two call-to-action links within the same email message, you can use utm_content and set different values for each so you can tell which version is more effective.

Each parameter must be paired with a value that you assign. Each parameter-value pair then contains campaign-related information.

For example, you might use the following parameter-value pairs for your Summer Sale campaign:

  • utm_source = summer-mailer to identify traffic that results from your Summer Sale email campaign
  • utm_medium = email to identify traffic from the email campaign vs. the in-app campaign
  • utm_campaign = summer-sale to identify the overall campaign

If you used these parameters, your custom-campaign URL would be:

https://www.example.com/? utm_source=summer-mailer &utm_medium=email& utm_campaign=summer-sale

When you add parameters to a URL, you should always use utm_sourceutm_medium, and utm_campaign.

utm_term and utm_content are optional.

utm_ is simply the required prefix for these parameters.

Email questions to info@danielbrian.com

How to set up custom campaigns

You can add parameters and values to your URLs manually, or you can use one of the following platform-specific URL-builder tools to create your URLs and append the parameters.

Important: If you are advertising an Android app, use the Google Play URL Builder. If you are advertising an iOS app, use the iOS Campaign Tracking URL Builder. Otherwise, you should use the Google Analytics Campaign URL Builder.

Manual set up

If you want to set up your custom campaigns manually, make sure you separate the parameters from the URL with a question mark. List the parameters and values as pairs separated by an equal sign. Separate each parameter-value pair with an ampersand. For example:

https://www.example.com/? utm_source= email_campaign&utm_medium= email&utm_campaign= summer-sale

You can add parameters to a URL in any order. Note that Analytics is case sensitive, so utm_source=google is different from utm_source=Google. Case sensitivity applies for each value you define.

Refer to Campaigns and traffic sources for a technical overview.

Example URLs

  • http://www.example.com/? utm_source= exampleblog&utm_medium= referral&utm_campaign= summer-sale
  • http://www.example.com/? utm_source= newsletter1&utm_medium= email&utm_campaign= summer-sale
  • http://www.example.com/? utm_source= newsletter1 &utm_medium= email&utm_campaign= summer-sale&utm_content= toplink

See custom-campaign data

To see the Campaigns reports:

  1. Sign in to Google Analytics.
  2. Navigate to your view.
  3. Open Reports.
  4. Select Acquisition > Campaigns.

Email questions to info@danielbrian.com

GOALS

SETTING ROI METRICS

Setting up goals allows you and the ad bidding system to track your results on a cost per conversion level. Without goals in the system, the system default to cost per impression. It will place bids on any cheap ad inventory – blind to what it is trying to accomplish.

Creating assumptions for your media model is critical to getting a true understanding of how well it is working. Assumptions fill gaps in the data where it does not exist. For example, the system does not know the future, and it does not know about your non-digital marketing efforts.

UNLIMITED CUSTOMIZATION

Want more customization? For a monthly investment of $10,000 or more, you can upgrade to personalized service from media specialists on our team.

Click here to request enterprise media services:

Frequently asked questions

Our media and marketing plans are completely customizable, based on a spending level of $5,000 per month for 3 or more months. Simply contact an account executive at Daniel Brian Advertising for help, at 248-601-5222.

Once you make an order, you should receive an email to confirm your order. An account executive will follow up with you by email to be available for any questions along the way.

When you customize your plan, use the “WHERE” dialog box to fill out the channels that you would like to use for your campaign. We recommend a mix of channels. Most members get their best results from reaching potential customers with more than one channel.

Each industry has a different success model and each audience is effectively reached by a different set of media channels. However, most members benefit from search marketing as their foundation, supported by social media and video and/or audio channels. Join our social community to learn what works best for our members. 

We are always looking for quality talent to support our dream of simplifying the marketing process. You can submit your resume at info@danielbrian.com

Feel free to talk with us about your concerns at any time. Contact Us