FIRST, SET UP GOOGLE ANALYTICS
Get started with Analytics
To start collecting basic data from a website:
- 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.
- 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.
- 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.
- Follow the instructions to add the tracking code to your websiteso you can collect data in your Analytics property.
Configure your account, properties, and views to determine access to your data and which data is available.
For example, you can:
- Grant permissions to make configuration changes and to interact with data. Learn more about user management.
- Link your Google Ads and Analytics accounts so you can share data between them and develop a more comprehensive understanding of how your marketing efforts drive user behavior on your sites or apps. Learn more about linking your accounts.
- Set up reporting views so you can align Analytics users and relevant data. Learn more about views.
- Set up goals to identify the actions you want users to take on your site or app, and to give a monetary value to those actions. Learn more about setting up goals.
- Browse the Solutions Gallery for dashboards, custom reports, and segments that you can use in your Analytics account.
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
To implement Google Tag Manager on your website:
<head>tag as possible on every page of your website, replacing GTM-XXXX with your container ID:
- 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:
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 firstname.lastname@example.org
WEB LINKS TRACKED
Collect campaign data with custom URLs
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.
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_content are optional.
utm_ is simply the required prefix for these parameters.
Email questions to email@example.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.
- Links to websites: Use the Campaign URL Builder on the Google Analytics Demos & Tools site.
- Android-app ads: Use the Google Play URL Builder.
You must also have Google Play Campaign Attribution set up in your SDK. If you didn’t complete this during your initial set up, use our Developer Guide to learn how to implement Google Play Attribution in your Android SDK.
- iOS- app ads: Use the iOS Campaign Tracking URL Builder.
You must be using Analytics iOS SDK v3 or higher, but you don’t have to make any changes in the SDK for this feature to work.
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.
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:
Email questions to firstname.lastname@example.org
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.