Key Components of Google URL Builder

Key Components of Google URL Builder

31.Oct.2021

Google URL Builder saves a lot of time for marketers who want to track their campaigns. In Google Analytics, it is possible to track the number of visits from each source—which include search engines, referral links from other web pages, email campaigns and so on.

However, the information is not easily available through a single interface as it used to be in earlier Google Analytics versions. There are separate reports for various channels and tools such as AdWords , Google Website Optimizer , DoubleClick , YouTube etc., which have been integrated within Google Analytics .

In this article we discuss how you can use Google URL Builder to quickly create custom URLs that will help you understand how users interact with your website after clicking on a link from any specific source.

What if you could know exactly which keywords brought a user to your site or how many visits from social media sites such as Facebook , Twitter and LinkedIn have been generated through custom URLs?

Creating Google Analytics Custom URLs

In order to generate custom URLs for tracking in Google Analytics, go to the Admin tab of your web property within Google Analytics and click on Edit Settings. You will see an option called "Campaign Tracking" that is used by Campaign URL Builder. The following image shows what it looks like:

Since we want to track the number of visits from email campaigns at TechWhirl , we're going to use this opportunity to create a custom link for our homepage. All we need to do is mention the source name Email-Homepage — and we're done!

By default, the link builder follows a pattern that is specific to Google Analytics . You'll see a string of random numbers and letters instead of our source name. We need to change this behavior by supplying a URL parameter named utm_source with the value of the source from which we want to generate custom URLs. In other words, let's say you want to create a campaign for tracking visits from Twitter , then all you have to do is mention twitter as your source within Campaign URL Builder and use utm_source as your Custom Parameter.

Google provides several types of parameters — such as those for traffic sources (utm_source), medium ( utm_medium ), terms ( utm_term ) and name/value pairs ( utm_campaign ). For a complete list, check out the documentation for Google URL Builder.

In order to track a specific keyword that a user searched on a search engine and used as a link to your site, you can use utm_term parameter with the appropriate value—i.e., if someone searched "TechWhirl" within Google search engine, then your custom URL will be similar to http://www.techwhirl.com/?utm_source=google& utm_medium=cpc&utm_term=TechWhirl .

If you want to create custom URLs for tracking visits from various social media sites such as Facebook , Twitter and LinkedIn , then simply add one of their names in the utm_source parameter. The custom URLs will be similar to http://www.techwhirl.com/?utm_source=linkedin& utm_medium=cpc&utm_term=TechWhirl .

In case you need detailed information about user interactions with your website, you can use Google Analytics event tracking and add a JavaScript code for triggering page views from various sources such as Facebook , Twitter , LinkedIn , YouTube etc. This way it is possible to track the number of visits from each source without having to create any special links in Google Analytics .

Key Takeaway: Using basic Custom Parameters within Google URL Builder saves a lot of time for marketers who want to track their campaigns in Google Analytics or other web analytics tools. The only thing that you need to keep in mind is the proper naming convention for your Custom Parameters so it becomes easier to detect which source is sending traffic to your website.

This article has been taken from the TechWhirl Magazine , Issue #44, August 2012 edition . To subscribe to our magazine go here . You can follow us on Twitter here . We also publish similar articles twice a week on The Marketing Technologist blog ( see here ) and once a week on The Content Strategist blog ( see here ). Copyright  © 2012 Maria Tiongco. All rights reserved. Reproduction of this article or any portions thereof without express permission is not permitted. Feel free to link back to this page/this post as much as you like. For more articles, please visit the TechWhirl Archives .

About Maria Tiongco [ ADD LINK ] Maria Tiongco is a content strategist and SEO copywriter at Netconcepts , an Internet marketing agency based in Philadelphia and known for developing targeted web strategies and killer creative for some of the most trafficked websites on the planet. Connect with her via email: * Twitter:  @coschedule * Google+: +coschedule * Facebook:  facebook.com/coschedule -- You received this message because you are subscribed to the Google Groups "Business_Blogging" group. To post to this group, send email to [email protected] . To unsubscribe from this group, send email to [email protected] . For more options, visit this group at http://groups.google.com/group/business-blogging?hl=en .

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