4 specific benefits.
by becky livingston
the accountant’s social media handbook
if you’re creating content and sharing it anywhere online, consider using a url tracking code to help you identify where links to your website are coming from, i.e., source/medium and/or all campaigns in google analytics.
more: crafting effective landing pages | how to research keywords | what goes into a buyer persona? | 3 big seo changes | how long does it take to rank? | what is seo and why is it important?
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first, let’s use a url builder.
google’s url builder is located at https://ga-dev-tools.appspot.com/campaign-url-builder/.
enter the url you want to track and add parameters that will help to determine where the website click came from, in the example below a click from twitter.
as shown below, use the original blog link; the campaign source, i.e., blog; the campaign medium, which could be a social media platform, advertising platform, email, etc.; and the campaign or name of the content you want to track. that campaign name will show up in the website analytic, telling you where the link to your website came from and by the content piece.
tip: when completing fields, do not use spaces between words; rather, use a dash.
benefits of url tracking codes
in addition to being able to track campaigns by using tracking codes, there are several other advantages, including:
- using the tracking code to redirect an offline campaign to an online source – think direct mail piece, for which you can then also create a vanity url, e.g., penheel.com/awesome-campaign
- tracking multiple campaigns related to the same topic is much easier with a tracking url because you can change one element to keep track of each campaign piece, e.g., you’re emailing a coupon to five geographic regions, so you’d change the campaign content field to each geographic region to see which outperforms the others.
- identifying which social media platform performed the best by campaign, e.g., changing the campaign medium field will help you track this. (see image below.)
- distinguishing how much revenue is generated by one campaign versus another and the medium that drove the revenue buy.
allowing you to track ppc and cpc campaign links and how keywords perform, when the campaign term field is used.
now that you have the what, how and why, it’s time to create new content and share it using tracking codes to provide the who and where.