Digital Analytics Fundamentals #4/5 – Collecting Campaign Data

Unit 4/5 - Collecting Campaign Data
Unit 4/5 – Collecting Campaign Data

The Google Analytics Academy started a new course (March 11th 2014) called “Google Analytics Platform Principles“.  Though not required, it is recommended completing the “Digital Analytics Fundamentals” course on Analytics Academy before beginning this course:

The fifth part of the forth lesson addresses marketing campaigns.

Two user attributes – dimensions – Google captures are source – the referring website – and medium – the referral mechanism, how the user got to your site.

By default there are three mediums:

  • organic – identifies traffic coming from unpaid search results,
  • referral – traffic from other websites which are not search engines,
  • none – for users typing the URL directly or using a bookmark.

Via link tagging you can add extra information to links to track campaigns – the first three should be added for all manual tagging:

  • the Source and Medium tags allow to overwrite the default values described above,
  • with the Campaign tag you can name your marketing campaign,
  • the optional Term tag allows to identify keywords of paid search campaigns,
  • and the optional Content tag allows to specify different versions of your campaign.

 The URL builder helps to create those tags correctly.

Because Google AdWords and Google Analytics are connected, there is no need to create campaign tags manually for AdWords campaigns. The AdWords auto-tagging is enabled by default and adds also other dimensions specific to AdWords campaigns.

Channels allow to group traffic based on various link tags. There are predefined channels Direct, Email, Social, Organic and Display. It’s possible to redefine them and to create new ones.

Campaign information shows up

  • in the All Traffic report – including all sources and mediums from default values and tags,
  • in the Campaigns report – including data for each campaign used in tags and AdWords campaigns, but also information from the Content tag, which however will requires a change of the Primary Dimensions to Ad Content,
  • and in the Paid Search Keywords report – including tagged keywords.


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