Make your Google Analytics Work Harder
Hello, fellow bloggers.
Whilst my blog mainly focuses on posts on beauty and skincare products, I do like to mix things up a bit and share some of my knowledge from the marketing side of me.
If you didn’t know, by day, I work in marketing and content creation and websites is a large part of my role.
If you’re serious about blogging, you’ll have installed google analytics onto your site, which gives you some great tools to better analyse your site traffic. It is an amazing tool and gives you excellent insight into your users, their demographics, their behaviour and also how and where they access your site. It is also great to understand which content works best and what isn’t so popular. It is a blogger essential. If you have never used GA or don’t know how to add this to your site, drop me a message and I will do a post dedicated to this.
Now, if you create both online and offline content, you’ll know that within GA, any online content is easily tracked, offline not so much. So are you a blogger that generates newsletters or offer mailshots that would like to really analyse the traffic this drives to your website? Or are you a blogger that really wants to get into the nitty-gritty of how your social campaigns are working? If the answer is yes and yes, then UTM parameters are going to be your new best friend.
What are UTM Parameters?
So UTM parameters work with GA to provide a detailed picture of how your online and offline campaigns are working for you. For social, tag each individual platform URL and you’ll really be able to understand which social tool drives the most traffic to your posts, and will help you with generating future content that is really targetted to your different social audiences.
By using UTM tagging, you can edit your URL to include different parameters which include, campaign source, campaign medium, campaign name, campaign term and campaign content.
How to create UTM tagging? Google has an easy tool, which you can find HERE.
And this is what it looks like.
To keep things simple, I am going to focus on the ones I think are the basics when using UTM tagging.
Campaign Source: Google, MailChimp, Twitter, Facebook
Campaign Medium: Newsletter, Social Post, Email
Campaign Name: La Girl Pro Matte Foundation Post
Here is an example of how I would change a post URL using UTM tagging, for this example, I would be using the social platform Instagram to promote.
A normal post URL for me would look like this:
I would then add my UTM tagging and the URL would then look like this.
This is a very ugly and long URL, the Google UTM tool does shorten this, but you’ll want to take the long URL and run it through Bitly, which helps you track clicks (again, if you don’t have Bitly, please let me know and I can do a post on this).
Now you have this URL, post to your social platform or newsletter and this will automatically embed within your GA analytics.
So let your campaign run for a few days and then head over to GA to see how well it worked.
To access the campaign analytics, open your GA account and go to the acquisition tab and then campaigns. Here you will see all of the campaigns that you have used UTM tagging on. You can then dig into the analytics to get a true picture per post or newsletter, etc.
Youll be able to see the number of users that interact with a particular campaign, new users, number of sessions, bounce rate and a whole lot more. Don’t forget to change your date range if you are doing an analytic comparison of more than one post or newsletter.
So there you have it, use UTM tagging if you really want your Google Analytics to work harder for you.
I hope this has made sense, I have tried to make it super simple. Any questions, as always, drop me a message.