Introduction to Google URL Builder

Introduction to Google URL Builder

31.Oct.2021

The Google URL Builder is a tool that offers you the possibility to track your Ad Campaigns in Analytics . It works by tracking the destination of each click on an Ad, and then creating a UTM code for this specific link.

The primary goal is to link your source campaigns with their respective mediums using the pre-defined variables available in Google's URL Builder. This way, if you are running several campaigns at once (a paid search campaign, for example) , you can isolate each campaign's performance through customized URLs. After building these URLs, you can send them straight to your Google Analytics Dashboard without sorting through your data afterwards. The data will be displayed in 'real time'.

The following list summarizes how to create well formed URL's :

Use lower-case letters only. Do not use any spaces, underscores or hyphens. For example, enter "online" instead of "Online".

The 'source' field is used to track the campaign that displays your link. You can find Campaigns in your Google Analytics Dashboard under Acquisition > All Traffic > Source/Medium . It's important to note that it does not matter if this source is direct traffic (versus assisted) as it will still be tracked through this variable. The default value for this field is 'none'. If you don't know what to put here, simply leave the value as 'none'.

To make sure that you can monitor traffi c from each medium (for exa mple, ad words, etc.) you will need to se parat e your mediums using a semi-colon.

The 'medium' field is used to track the channel that displays your link. These channels can be found under Traffic Sources > All Traffic> Medium . The default value for this field is 'none'. If you don't know what to put here , simply leave the value as 'none'.

The 'term' field is used to keep records of any keywords that were queried by users in order to get their respective links (the links displayed on search engine results pages). This includes paid and organic searches, as well as referrals from other sources such as social media platforms (like Twitter and Facebook) . You'll find keywords in your Google Analytics Dashboard under Traffic Sources > Search Engine Optimization and Social . The default value for this field is 'none '. If you don't know what to put here , simply leave the value as ' none'.

The 'content' field can be used to distinguish between different links sent by a single Ad Campaign. For example, if you're running an ad campaign that displays two different links (as in "Product A" and "Product B"), we recommend using the term ['product'] in this field so that each link can be distinguished from one another. This way, when there's a click on the Product A link, '[content]' will appear as [product] and similarly, clicking on Product B will display [content] as [product2] . This is not a mandatory field and you can leave it as 'none'.

The 'term medium' field allows for tracking keywords that are contained in the link itself. The default value for this field is 'none', and it's important to note that if you're sending someone directly to a page on your website (like www.brandname.com/product), this variable should remain as ['none'] If you want to use any keyword from your link, make sure to separate them using a semi-colon.

If you want to send users straight from your ads straight to your website , simply put 'none' as the URL Variable Value .

Note: Links do not have to follow a particular format. If you would like to do proper tracking of your Ad Campaign, use the Google URL Builder.

 

- "Google URL Builder" : [URL]

- "Campaign Term Medium": [term medium]

- "campaign source": [source]

- "campaign medium": [medium]

- "Campaign Content": [content]

*Note: The above variables should only appear in the Linked Page's URL when you use Google Analytics to track your campaigns in real time. Your landing page will not have these fields in the url. If you want to be able to see your ad performance, do not add custom variables to your landing page URLs.

You can also access this tool by going to: www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578

 

Campaign source: This can be found in Google Analytics under Traffic Sources >, then scrolling down to the "Source" section. It should default to none, but if you use another campaign management tool it may show up as something else. You can simply leave this blank or put 'none'.

Keywords: These are the words that were searched for to lead to your ad shows up on a search engine page. To see how these keywords are being used, head over to the Organic Search section under Traffic Sources > Search Engine Optimization and Social. If you have multiple keywords, you will need separate them with a semi-colon.

Content: Content is useful if you're running an ad campaign that displays more than one link. For example, if you're running an ad campaign that displays two different links (as in "Product A" and "Product B"), we recommend using the term ['product'] in this field so that each link can be distinguished from one another. If you want to track different variations of your website's content use this same process.

Campaign Term Medium: This variable should be used if the search terms for your keywords are included within the link itself i.e., www.brandname.com/category/keyword1, where 'category' is your medium, and 'keyword' is your keyword). Again, use a semi-colon to separate different keywords or content pages within your ad campaigns url variables list .

Medium: This is where you choose what medium you want to use. You can choose between "cpc" for cost per click, "clicks" for just clicks on your ad, "ctr" referrers from other websites that have clicked on your ad, or "gclid" which will show up as 'none' if there are no extra variables/parameters being used in the url.

2. To see how these keywords are being used, head over to the Organic Search section under Traffic Sources > Search Engine Optimization and Social. If you have multiple keywords, you will need separate them with a semi-colon.

Campaign Content: Unlike the last variable (Content), this variable should be included if the same content is being displayed. For example, if you're running an ad campaign that displays the same content/page for all of your keywords, use the value 'none'. If you have multiple keywords or variations on variables used in your link, be sure to separate them using a semi-colon.

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