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Do You Know How Much Traffic Each Asset Drives to Your Website?

There are tons of ways to reach people online: blog posts, social media, paid search ads, newsletters, video ads, etc.

Each of these is an “asset” in your digital marketing campaigns. Analytics’ “Custom Campaigns” can help you generate info on how much traffic each asset drives to your website.

 

With this info, you can compare what makes one asset more successful than another – a particular copy point, a video vs. a non-video post, etc. Then, you can adjust underperforming pieces or just drop the weak ones.

 

Example’s website: also has a new page for classes, example.com/classes, and wants every asset – whether it’s a search ad, newsletter, or anything else – to send people there.  But if all of these new assets are driving to this one webpage, how can we measure which specific assets are generating business? That’s where Analytics can help us out.

With Analytics, we can give each asset its own custom, measurable URL and have every one of those URLs redirect to the classes page.

 

For example, X can link his search ads to X.com/searchads and his newsletter to X.com/newsletter.

But both URLs will forward automatically to X.com/classes.

For example, X can link his search ads to X.com/searchads and his newsletter to X.com/newsletter. But both URLs will forward automatically to X.com/classes.

 

LISTEN UP-  the URLs you build for your assets might be way more complex than the examples we used. For instance, X’s newsletter URL might actually look like: X.com/classes?utm_source=newsletter&utm_medium=email&utm_campaign=classes&utm_term=drum&utm_content=new

 

The Analytics Developers Tools site has a custom URL builder. It takes you through creating URLs step-by-step, like a digital marketing cookbook.

 

You’ll find the custom URL builder in the Analytics Developers Tools site. It helps you tackle one asset at a time to help you from getting lost in a sea of marketing stuff.

 

For each asset, enter the webpage you want to drive people to. For X, that’s X.com/classes. Then, to make each asset’s URL unique, enter up to 5 pieces of info: Source, Medium, Campaign, Content, and Term.

 

To identify the Source, consider where your asset’s running. Using a newsletter to advertise a new product? The Source is “newsletter.” For a search ad, the Source could be “Google,” “Bing,” or “Yahoo!,” depending on which ad network you use.

Next, consider the asset’s Medium – what you’re using to get your message out. For a newsletter you email out, the Medium could be “email.” Campaign, meanwhile, helps specify what you’re promoting, like a “Holiday-Sale.”

Next, consider the asset’s Medium – what you’re using to get your message out. For a newsletter you email out, the Medium could be “email.” Campaign, meanwhile, helps specify what you’re promoting, like a “Holiday-Sale.”

REMEMBER …Stay consistent with spelling and capitalization when you enter all this info. Analytics is case sensitive (and you don’t want to hurt its case feelings). As you enter the info, your custom URL will build automatically so you can test it.

Ok – you’ve made custom URLs.

 

Before pushing them out to cyberspace like swarming bees leaving the hive, test them to ensure they’ll give you the data you want.

 

Start by opening an incognito window or private browsing session in your web browser to ensure you’ll get a clean look at your brand-spanking’-new URL. Then, copy and paste the URL you created into the address bar and hit return.

Once the page loads, do what you want customers to do. If the URL you’ve linked to your newsletter loads a sign-up page for a mailing list, try signing up. Linked a URL to a search ad that has a coupon code? Try buying an item with the code.

To see if your custom URLs generate useful data, consult the Real-Time Overview Report.

To find it, select “Real-Time” in Analytics’ “Reporting” tab. If the URLs are working, go use them to help you get the goods on your marketing. DO THIS NOW - Creating a custom campaign in Analytics can be a powerful way to learn more about your online marketing. Ready to see what a custom campaign might look like for your business?

 

If you need help message me and always like, share and comment. 

 

 

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