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Chapter 4 - Basic Campaign and Conversion Tracking (How to use Analytics…

- - - - “Medium” communicates the mechanism, or how you sent your message to the user. You could include “email” for an email campaign, “cpc” for paid search ads, or “social” for a social network.
      - “Source” communicates where the user came from. This could be a specific web page or a link in an email. Source could also differentiate the type of medium. So if the medium was “cpc” (or “cost per click” paid traffic), the source might be “google,” “bing,” or “yahoo.” If the medium was “email,” the source might be “newsletter”.
      - “Campaign” can communicate the name of your marketing campaign such as “2015-Back-To-School” or “2015-Holiday-Sale”.
      - “Content” can be used to differentiate versions of a promotion. This is useful when you want to test which version of an ad or promotion is more effective. If you’re running a test between two different versions of a newsletter, you might want to label these tags “v1-10dollars-off” and “v2-nopromo” to help differentiate which newsletter the data is associated with in Google Analytics.
      - “Term” is used to identify the keyword for paid search campaigns. You would only use this field if you are manually tagging a paid search campaign like Bing or Yahoo!. We’ll talk about the best way to track Google AdWords in a later lesson.
- - - - If you click on the campaign name, you can see the source and medium data that you entered into the URL Builder. If you want to verify the other campaign tags you added to your URL, add a secondary dimension such as “ad content.”
        
        This lets you view the primary dimension of “Source/Medium” broken down by the “content” tag you added to your links. The Google Store differentiated the “content” tag for their email newsletters by whether they were offering promotions or not. By adding the secondary dimension of “Ad Content,” we can see which promotions were most effective at driving people to the website.
- - - - “Destination” is when a user reaches a specific page on your site such as a thank-you page;
      - “Duration,” is based on the length of a user’s session;
      - “Pages or Screens” is based on how many pages a user views in a session;
      - “Events,” is for tracking specific actions on a site. We’ll cover events more broadly in an advanced course.
      - Note that if you want to create a Funnel Visualization, you can only use the “Destination”-type goal, so we’ll select “Destination” and click “Continue.”
    - - You’ll notice that if we select “Equals to,” type “forward-slash SubmitOrder,” and click “Verify” at the bottom, we don’t see any conversion data for this goal. This is because the SubmitOrder page is part of a longer dynamic URL. In order to track this goal, we’ll actually need to use what’s called a “regular expression” and enter the value “forward slash SubmitOrder” to indicate that the URL preceding it can be variable. Now if we click “Re-verify,” we can see that the conversion rate is above 0, which means we’ll be able to track data. We’ll cover regular expressions more in an advanced Analytics course.
  - - - Note that the Goal completion numbers in the Conversions report will not be affected by the funnel you’ve set up, even if you’ve made some of the steps required, as these steps are only reported in the funnel visualization report.
      - Once you click Save, you’ll see the Goal appear in the Goals list.
      - To see your Goal metrics, navigate back into the Reporting view and under the “Conversions” reports, click “Goals” and then “Overview.” More importantly, you can now view goal data in almost all of your other Google Analytics reports like the Audience and Acquisition reports.
      - To see the related funnel visualization, under Conversions, click the Funnel Visualization report. Scrolling down, you can see user activity in each step of the funnel and how many users proceeded through each step. If you see users dropping off dramatically in a particular step, you may want to investigate further. There could be technical issues with this stage of the funnel, preventing users from proceeding.
      - In addition to creating your own custom goals, the Analytics Solutions Gallery offers many Goals built by other users that you can add to your Analytics account to use for your own business purposes.
- - - - Query match type shows how an AdWords keyword is matched to a user search query.
      - Ad Group shows the ad group associated with the keyword/creative and click.
      - Destination URL shows the AdWords destination URL configured in your AdWords ads.
      - Ad Format describes whether the ad is a text ad, display ad, or video.
      - Ad Distribution Network shows the network used to deliver your ad.
      - Placement Domain is the domain on the content network where your ad was displayed.
      - And AdWords Customer ID is the unique ID assigned to your AdWords account.
    - - Once we have linked AdWords with Analytics, we can find AdWords reports under “Acquisition” in the left-hand navigation.