In my last blog post I described how I was planning a multi-channel campaign using Facebook, Twitter, Pinterest, printed materials, QR codes, a mobile-optimized web site, my e-newsletter and postcards. I am using Google campaign tagging along with short urls to see which channels are the most effective.
To make use of Google Campaign tagging, first create a Google Analytics account for yourself if you don't already have one and put the Google Analytics code on your web pages. Your webmaster can help you add the Google Analytics code if you need assistance.
Next, add a question mark to the end of any urls you want to track and add tags for "campaign", "medium" and "source" as in this example. There are five available codes but you can do a lot with just these three. (If the question mark does not work, try an & sign instead, that worked for me on one type of url.) The bold part is the campaign code added to the original url.
campaign - is what you select as the identifier for the whole campaign. For example for my clearance sale I picked "clearance2013".
source - is where the traffic is coming from.
medium - is what type of media was used, for example two urls could be on the same web site but one is a banner and one is a link so I could use "banner" for one and "link" for the other.
Here are what two of my urls look like that are for the clearance sale campaign, coming from the web site www.sell66stuff.com but one is a banner and one is a link. The bold part is the campaign code added to the original url:
For more help with Google Custom Campaigns, see the Google documentation.
Long urls such as those are fine for situations where the end user cannot see them, but for a printed advertisement or a social media post that is too long and confusing. You can use a url shortening service, such as the one offered by MobExMeTM - QR Code Generator and URL Shortener, to generate one of the above urls into something like this: http://mobex.me/clearweb.
Once your campaign is underway, you can check Google Analytics to review and analyze detailed tracking data. Log into Google Analytics then go to "Traffic Sources", "Sources", then "Campaigns". You will see a graph of visits with a list of your campaigns below it. Click on the name of the campagin to see more detailed information. All of the parts of my campaign are not yet built but some parts are working already and have left a record in my stats:
This information will be very valuable to me the next time I plan a multi-channel marketing campaign!