Have you ever wondered how to set up a campaign across multiple channels that you can track and find out which campaigns are working more efficiently than others? Well, you have come to the right place because I will take you through the process. I will highlight the top three parameters used when adding to destination URLs, and those include Campaign Source, Campaign Medium, and Campaign Name.
Campaign Source
One of the key parameters to include in your destination URL is your Campaign Source. With this parameter in your URL, you will be able to track where your traffic is coming from, which can be very valuable if you have implemented multiple sources under one campaign, and you want to know which one brings in the most traffic. Also, this method can be very cost-effective as you can put more of your budget towards sources that are bringing in more traffic versus those that are not based on the data that you receive. Additionally, you can even decide to discontinue a few sources once you find out that very little traffic is being drawn from there.
Campaign Medium
Another parameter that is important to include in your destination URL is Campaign Medium. Adding this parameter helps you collect even more specific information on various campaign performances. As you might have already guessed by the name of the parameter, this is where you insert your Campaign Medium. Campaign Mediums can vary based on the source that you are using, preference, or based on what you are trying to measure. Some examples include cost-per-click (CPC), social, banner, and so much more. Identifying the different mediums can be valuable because if you have multiple mediums under one campaign, differentiating them can help separate your collected data into various categories.
Campaign Name
A third parameter that is important to add to your destination URL is Campaign Name. This parameter is basically your overall campaign name. It does not have to be just the campaign name, if you identify your campaign by using a slogan, then that is what you would insert into the destination URL. Simple as that!
Putting It All Together
Let’s say that I am running a big Winter Sale Campaign, and I want to run a Social Campaign and a Paid-Search Campaign. The Social Campaign will be on Facebook, and the Paid-Search Campaign will be on Google. Here is an example of what you could put in each parameter:
| Social Campaign | Paid-Search Campaign | |
| Campaign Source | ||
| Campaign Medium | Social | CPC |
| Campaign Name | Winter-Sale | Winter-Sale |
For my social campaign, the parameter section in my destination URL will look like this:
utm_source=facebook&utm_medium=social&utm_campaign=winter-sale
Additional Sources:
https://www.practicalecommerce.com/Google-Analytics-How-to-Track-Marketing-Campaigns