Collecting Data with custom URL’s
In order for advertisers to increase their acquisition, they need to think outside the box. Some companies such as Dos Equis created an Ad campaign we all know today as “the most interesting man in the world”. To do this they have to understand trends and the analytics within data to understand their audiences. A way advertisers do this is by using custom campaign links. A Campaign link consists of “a URL address followed by a question mark (?), and then your campaign variables separated by ampersands (&), for example: http://www.example.com/?utm_source=adsite&utm_campaign=adcampaign.” Along with custom URL’s you should only include what needs to be tagged within your destination URL’s for the ads posted on websites.
Campaign Variables and creating a campaign
When using Campaign URL’s they consist of certain fields, but typically only a few of them are needed. The fields include Campaign Source, Medium, Term, Content, and Name. The most common variables used are Source, Medium, and Name. The whole point of using custom variables is to get your message/point across in a simple and easy-to-understand way. For example, many companies in order to advertise their products will create campaigns in order to acquire customers. If I were directing an advertisement campaign I would first start out by using the tools within google analytics to determine the right approach. Then, I would use the “URL Builder” to allow online users interaction with my ads.
Sources:
Best Practices for collecting campaign data with custom URLs – Analytics Help (google.com)