The following article will explain how to use Google URL Builder to track the performances of your campaign on Google Analytics.


1. Build a URL with parameters


IMPORTANT

When you create a campaign that uses a Landing page or any of your website pages (for instance on Facebook, Mailplus, Mailchimp, Instagram, etc…) you need to insert some parameter in the URL, in order to track its performance. You can easily modify the URL with Google URL Builder. See below how to do it.

Google URL Builder <- Click here

  • Paste in the first field your website landing page (including HTTPS / HTTP)
  • Add a campaign Source.
Please Note:

The campaign Source will explain where the users that went on your website come from. For instance, if the campaign is a Facebook campaign, the source is Facebook.

Examples: Facebook campaign -> Source: facebook
Instagram campaign -> Source: instagram
Email campaign (Mailchimp) -> Source: mailchimp

You can set any source whatever you prefer, but be consistent in the name of the one you use in order to make sure that your analytics data is correct. The source Facebook and facebook will not be seen as the same source! We recommend: – NOT to use capital letters (e.g. FACEBOOK, FaceBook) – but to use always the same source name for similar campaigns (e.g. if you do a recurrent campaign on Facebook every month, keep facebook as source). – avoid typos (e.g. facebok)

  • Add Campaign Medium
Please Note:

A common practice would be to use as medium the way the campaign has been delivered. These are the most important medium:
– Paid campaigns (e.g. Google Ads, Bing Ads, Facebook Ads) -> Medium: cpc
– Organic results (organic searches on search engines) -> medium: organic
– Email campaigns (e.g. Mailplus, Mailchimp) -> medium: email

  • Add a Campaign Name

Here you can be creative and add the name you prefer for your campaign. You can also make use of capital letters and space (in the URL will be converted into %20).

  • Add Campaign Content (Not mandatory)

Mainly used to differentiate ads (for instance, when creating different versions per language).

Here below an example!

When you’re happy with the result, you can click to “Copy URL” and paste it as destination Link in your ad.


2. Monitor Campaign Results

How can you check the results of the campaign in your Google Analytics?

When you’ve added all the parameters to your links and correctly used them in your ads, you can see how the campaign is performing.


2.1 – Search by Source / Medium

To have a general view of the results of the different campaigns we go through Acquisition.

  • Open Google Analytics
  • Be sure you selected the correct Analytics view & dates
  • Click to Acquisition > All Traffic > Source / Medium
  • Here you’ll have a list of all Sources and Mediums that users used to arrive on your website. Make use of the search bar if you have too many Sources!

2.2 – Search by Campaign Name

If you prefer to check the results according to the name you gave to the campaign (especially useful when you used different channels for the same purpose) then you can follow the next steps:

  • Open Google Analytics
  • Be sure you selected the correct Analytics view & dates
  • Click to Acquisition > Campaign > All Campaigns
  • Here you’ll find all the campaigns that brought users to your website! Use the search tool to find the campaign name you’ve used.


2.2 – Explore Revenue

Please keep in mind that Analytics uses a different model for attributing the revenue to a certain source, so if you want to check the Revenue in a more accurate way, you need to do an extra step.

  • Open Google Analytics
  • Be sure you selected the correct Analytics view & dates
  • Click to Conversions > Multi-Channel Funnel > Top Conversion Paths.
  • From there, at the top, select: Conversion: All, Path Length: All, Type: All. 
  • Then you can filter by the specific source/medium (you have to write it exactly as it set, for example, “facebook / cpc” or “google cpc”). Otherwise, you can go to “other” and sort by “campaign path“. (Please be aware that by conversions here it means also calls, emails, forms…).