Tag inbound links with Google URL Tool to increase tracking capabilities
The Google URL Tool provides an easy way to tag links from your various inbound links (advertising, social media, email marketing newsletters) to allow easier tracking in Google Analytics. Using the tool, you can input any URL and provide a source, campaign and medium. The tool will generate a longer version of my original link that now includes tracking tags appended to the URL.
What information can you track on links?
Google lets you track quite a bit of granular information about your campaigns and depending on how you use the terms, you can implement a relatively comprehensive tracking plan with just Google Analytics and the URL Tool. Here’s what you can track with some examples:
- Campaign Source: referring website – Examples = google, citysearch, newsletter4
- Campaign Medium: marketing medium – Examples = cpc, banner, email)
- Campaign Term: paid search keyword – Examples = “nike air max size 12″
- Campaign Content: variation – Examples = image link vs. text link
- Campaign Name: your campaign title – Examples: Spring Sale, 50% Promotion
When should you use the URL Tool?
Any time you have an opportunity to provide a link from an external site. A few good examples would be:
- Links from your Facebook Page to key pages on your website
- Link from email newsletter to a new product launch page or event registration
- Sponsorship image or display ad on a niche blog that you are advertising on
- Web design agency – links from client website footer/”Design by ___” links
Using the methods outlined above, you can take high-level information such as a number of overall Twitter referrals from your website and segment to see exactly what links provided those links and test variations to improve your marketing.
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