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A how-to guide for campaign reporting with examplesOne of the most important (but often overlooked) aspects of digital marketing is setting up your analytics properly. It’s a little bit technical but easy to do once you understand a few simple steps and see why it’s so important.
Being able to track where your visitors are coming from is a valuable opportunity to improve your engagement and your ROI during the campaign. Additionally, when you benchmark your campaign performance you will be able to improve your campaigns in the future, and budget more effectively. It’s worth investing a little time in analytics!
In this post, we’ll show you how to use Google Analytics to track visits to your website or landing page. This is the critical first step in being able to understand how your campaign is performing.
Why track your marketing campaigns?Marketers at the top of their game always want more data. When you know where your visitors are coming from and how each traffic source is converting on your site, you can make on-the-fly optimizations to your campaign and achieve better overall results.
With this campaign tracking data in hand, you’ll be able to benchmark against it when designing and budgeting for future campaigns, making your future campaigns even better. This is one form of data benchmarking, and it’s a powerful tool for any marketer.
Smart Insights recommended resourcesDownload Expert Member resource – 7 Steps to using Google Analytics To Improve Online Marketing
Our guide steps you through the setup stages, but focuses on how you use Google Analytics to get better business results – the missing link in most books and the Google documentation.
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Download Expert Member resource – Campaign tracking code creator for Google Analytics
Access the Google Analytics campaign tracking code creator
What if you not thinking this way when setting up your promotions? For example, suppose you are running a contest and you’ve promoted it through print, email, Facebook Ads, Facebook Sponsored Posts, and Google Adwords. Visitors from these sources will appear in Google Analytics as follows:
You can get all of this data, and it’s easier to do than you think.
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How to track your campaigns?We’re using Google Analytics here as it’s so popular, but other analytics tools will have similar features.
When a visitor lands on your website, Google Analytics records that pageview along with the source and medium that the visitor originated from. The “source” is the domain that the visitor came from, and the “medium” is a classification for different kinds of traffic. There is also a “campaign” parameter that can be used to further segment your traffic.
Many tools like MailChimp, Hootsuite, Oktopost and Hubspot have features that let you create tracking URLs, but anyone can use Google’s own Tracking URL Builder. You can automatically apply tracking parameters to all Adwords traffic by enabling Auto-tagging in Adwords (read instructions about how it works.).
source / medium = newsletter / email
Using Tracking URLs for the campaign promotion example above, we’d get this:
So, for each channel that you are promoting through, you should be using a unique tracking URL. This will automatically allow you to report on each channel, as well as reporting on each source, medium or campaign as an aggregate.
Important tips for measurement
1. Plan and organize your parameters
Google Analytics simply records whatever it’s told, so organize your parameters ahead of time. It’s best to use a standard set of parameters company-wide. If your company uses a different set of parameters each time an email goes out, you won’t be able to easily report on things like overall traffic from email monthly or year-over-year. Analytics is case-sensitive too, so “Email”, “email”, “e-mail” and “E-mail” will report as four separate mediums.
2. Keep it simple
It may be tempting to create unique parameters for all of the variables for each source, but this is not necessary, nor is it ideal. Each channel only needs its own unique combination of parameters in order to be reported on separately.
For example:
These parameters will allow for reporting on all paid traffic, or all email traffic, or all traffic from the whole “summer” campaign as well as reporting on each channel separately by using combinations of the above in a segment or filter.
3. Start now
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Reviewing Content Effectiveness With Google Analytics Content Groups
A tutorial showing you the options to set up this new GA feature
When Google Analytics launched in 2005 it democratised web analytics with its feature rich offering, since then Google has worked hard to add new features to a product that is now considered a viable alternative to most enterprise level web analytics tools. But until recently GA lacked a key feature that many of it’s competitors have had since the first half of the last decade, that is the ability to group content at the session level.
Grouping content has lot’s of applications, for retail sites grouping categories and products is important, for media sites, different types of stories and today all businesses need to know which types and formats of content are supporting their content marketing.
Other tools around the time of Google Analytics’ launch, such as HBX, dealt with this very well but Google, with its URL based content reports and lack of segmentation couldn’t deal with it without some rather involved configuration at the account level.
Other options for grouping content in Google AnalyticsAlthough, it has always been possible to group content at the page view level by using the content drilldown feature or report filter in what is now the ‘All Pages’ report, this isn’t terribly helpful because the base metric used is page views (or worse still, unique page views) and trying to establish content popularity based on page views instead of sessions or visitors is like declaring that a minor celebrity has a high-profile based on the total number of column inches written about him or her as opposed to the total number of people doing the actual writing; it’s not wholly inaccurate but you can do a great deal better.
Advanced segments afford a greater degree of analytical control and flexibility but for non premium GA users they are subject to the vagaries of GA’s sampling so making the data flimsy in some situations.
Goals are more accurate in context of data output but they are limited to a single metric – that being sessions.
So with the introduction of content grouping in December 2013 it seemed as though the problem was resolved but indeed, though very good, Content Grouping is not without its own limitations.
To begin with you will find the option to configure Content Grouping at the ‘View’ level of the Admin section in GA. Here you will immediately notice the main flaw, namely that only a maximum of five content groups that can be configured (ten would be a better number), that means you will need to be judicious in deciding which content to group. That said, you can create sub-categories in each group so all is not lost.
Which content should you group?This depends on the kind of site you have, broadly speaking there are two options, either by page type or based on the nature of the content itself.
If you’re running an e-commerce site then you might prefer to group content by page type e.g. list page, product details page etc. In most cases this will better reflect the customer journey and do more to help you understand the level of engagement at each of the key steps in the on-site customer journey.
If you run a publishing site or similar you may prefer to group content by subject matter since page type may be less relevant e.g. news, weather, etc. The main issue here is that there will doubtless not be enough content groups to cover off all the areas you would want to group so you would have to be clear about which are the most important areas of content – maybe there will be a way in which several areas can be rolled into one content group.
How to set up content groupingThe content groups themselves can be configured in different ways. There are three configuration options:
1. Using the tracking code
2. ‘Extraction’
3. A set of rules definitions
It is possible to configure the content groupings using one or more of these options and you will need to consider each according to your site.
You may prefer to use the tracking code option if you have a set of content that has a URL structure which doesn’t change or is the same as the URL structure in other parts of the site.
You may prefer to use the extraction method if you simply want to group content according to a folder within a URL. Here, you may need to have a basic understanding of how Google Analytics uses regular expressions in order to maximise this.
You may prefer to use a set of rules definitions if you need to apply a slightly more complex filtering process e.g. instances where you may wish to include content that includes one element of a URL but not another.
The benefit of the second and third options is that they don’t require any changes to be made to the GA tracking code and so there is no dependence on developer time. On the other hand if your GA code is managed by a tag management system (see the Smart Insights guide to tag management) this will be less of an issue.
and from here you will then be presented with the three configuration options shown above.
…don’t forget…When setting up Content Groups you should remember that like goals, data is only collected from that point onwards, in other words it isn’t collected retrospectively.
You should also remember that while you can switch Content Groups on and off you cannot delete them. You can however edit them but if you do this in such a way that they start tracking different content or the same content with a different URL element (perhaps after a site rebuild or redesign) then you should make a note in Google Annotations on the day that you made the configuration change to help remind yourself why the data output might have changed. This last point is particularly important because if there is no recollection of the change being made it could cause a great deal of pain and wasted time when running an analysis that crosses over the date when the change was made.
What happens next?Once you’ve set up your content groups and data begins to be aggregated within them there are a couple of ways which you can view the data.
2. An alternative and more powerful option would be to create a custom report using the content groups.
Content Groups + custom reports = better insight.The main problem with the standard Content Grouping reports in that the primary reporting metric is page views or unique page views, this is at odds with the primary reporting metric for most sites which is usually sessions. Because of that it’s not really possible to calculate conversion to a specific content group using these two different metrics. The solution is to create a custom report.
Creating custom reportsIf you’ve used up all five content groups then you will be best off creating one tab for each content group in your custom report. The example below shows this.
You can then apply the metrics for each group, beware that there are some limitations in terms of which metrics you can use and you will not necessarily know which metrics this applies to until you’ve viewed the report and seen whether or not data has populated, but as an initial indicator some revenue metrics will not work. Page value should be fine if you have an e-commerce site.
You can then use the various charting functions to interpret the data and draw your own insights from it.
4. Create a custom report to help in analysing your new data.
4 Ways To Supercharge Your Google Analytics Data
Download our Free Resource – Google Analytics Fast Start – 10 mistakes to avoid
This guide in the Smart Insights ‘Fast Start’ series gives you a checklist of issues to review to improve your implementation.
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Reap the benefits of Google Tag ManagerMost of the recommendations you’ll read about here utilize Google Tag Manager (GTM) to enhance your Google Analytics data. Tag Manager acts as a link between your site and your Google Analytics data, helping you to set up marketing tags and tracking without needing to write any code or use your development team’s resources.
If you want to learn more about Google Tag Manager then it’s well worth taking the free course from Google to understand how it works, and whether you can further enhance your marketing reports to reflect your objectives.
Measure on-page readership with scroll trackingTracking the readership of your articles and blog content can be a challenge without some additional setup in Google Analytics. Often, you’ll find that article pages have a very high bounce rate. That’s because the majority of article pages receive single-page visits, meaning users don’t visit any other page while on your site. The result is a lack of data on how people used your page – did they leave because they couldn’t find what they wanted, or were they able to complete what they needed to do?
Scroll tracking is a solution for this, and a must-have for any content-heavy site. This allows you to trigger Google Analytics events when users reach 25, 50, 75, or any other percentage of your choosing in terms of depth on your page. That means you’ll learn what percentage of users actually read an entire page, or at what point on the page they tend to drop off.
You’ll then need to set the following options:
Vertical Scroll Depths – I typically use 25, 50, 75, 90 and 100. Both 90 and 100 are in there as in many cases, users won’t scroll all the way to the very bottom – think about how deep your footer is, especially on mobile. 90% may be a more accurate representation of someone reading an entire article
Horizontal Scroll depths – You can also measure horizontal scrolls, though I rarely use this. Besides, if you’re building websites that go horizontally instead of vertical, you should probably stop!
All Pages or Some Pages – You may only want to apply scroll tracking to a certain subfolder like your blog, or set up multiple sets of scroll tracking with different depth percentages for different templates or areas of the site
Save your settings, publish your changes, and then use preview mode in Tag Manager to test it’s working. The debug console should show your scroll depth events being triggered under the Data Layer tab:
The next step is to set up your Google Analytics Tag using the following steps:
Choose Universal Analytics as the tag type
Name the Category Scroll Depth (include the section of the site if you’ve decided to limit this to a single subfolder rather than the entire site)
For the Action label, use the Page Path variable to pull in the page’s URL
For Label, use the Scroll Depth Threshold. You can add a % symbol after the variable (marked by double curly brackets) so the values you get in your Analytics reports will show as 25%, 50%, etc
Content groupingsYou’ll be able to group your content into a logical structure and then analyze aggregated metrics for these groups as well as individual URLs.
If you use WordPress, then this is very easy to set up using Google Tag Manager and the Google Tag Manager for WordPress plugin.
First, set up the GTM plugin on your WordPress site and verify that the GTM container is appearing by using Google Tag Assistant. You may want to ask a developer to do this for you.
Post type
Category
Tag
Post author name
Repeat these steps for the other groups:
Slot 2: Post Tags
Slot 3: Page Post Type
Slot 4: Post Author
Finally, the set up needs to be completed in Tag Manager.
Index 1: {{Post Category}}
Index 2: {{Post Tags}}
Index 3: {{Page Post Type}}
Index 4: {{Post Author}}
Track outbound linksAgain, this is really easy to set up with Google Tag Manager:
Name your trigger “Outbound Link Trigger”
The next step is to connect the trigger to your Google Analytics Tag. Still, within Tag Manager, complete the following steps:
Choose Universal Analytics as the tag type
Add your Google Analytics Settings variable to the tracking ID
Choose Event in the Track Type field
Under Category, choose Outbound Link
Under Label, choose Page Path
Track Google My Business searches with UTM parametersIf you have one or more bricks and mortar locations, then you’ve likely set up each with their own Google My Business page, allowing you to appear in Google Maps and local search results. As a result of this, you may see a panel with information about your business appear in Google search results, including a “website” button, such as the one below:
You can also incorporate this traffic into your organic traffic by using “organic” as your campaign medium in your UTM parameter. For many, this makes sense as this traffic technically is organic, however alternatively you can choose any campaign medium of your choice. Just be aware that you may see this traffic listed as (other) in your channels report, which you can find out more about here.
Google Analytics Filters Bot Traffic From App + Web Properties
In an update to Google Analytics, bot traffic will be automatically filtered out of reports for Web + App properties.
“In App + Web properties, traffic from bots and spiders is automatically excluded. This ensures that your Analytics data, to the extent possible, does not include events from known bots.”
This news was first shared by Charles Farina on Twitter:
New feature: bot filtering just launched for @googleanalytics App + Web properties.
— Charles Farina (@CharlesFarina) June 29, 2023
Google identifies bot traffic using a combination of internal research and the International Spiders and Bots list, which is maintained by the Interactive Advertising Bureau (IAB).
Automatic filtering of bot traffic from Web + App properties is now enabled by default and cannot be turned off.
Google notes that site owners will not be able to see how much bot traffic was excluded.
There’s no mention of why Google is suddenly deciding to crack down on bot traffic for Web + App properties.
Google also didn’t say why site owners won’t be able to see how much bot traffic those properties are receiving.
Filtering bot traffic by default, without letting site owners choose otherwise, is a fairly notable contrast to how bot filtering is handled for other GA properties.
If you have a Web + App property in your Google Analytics account you should make an annotation about the switch to automatic bot filtering.
Bot Filtering in Google AnalyticsBot filtering is available for regular web properties in Google Analytics, but it’s a setting that site owners need to turn on manually.
Site owners can also set up separate views in Google Analytics to compare their data with and without bot traffic.
Google is typically more transparent about bot traffic, while also giving site owners the flexibility to filter it how they wish.
For more information about filtering bot traffic in Google Analytics, see our guide:
What Are Web + App Properties?Web + App properties in Google Analytics are fairly new, having only been introduced last summer.
They’re specifically for websites that also have have mobile apps. They’re designed to track users’ journeys across the two platforms.
With Web + App properties site owners can measure data across their app and website all in one place. The properties can support up to 50 data streams across apps, websites, and web apps in a single property.
This data can be used, for example, to see how many users started on your app then visited your website to make a purchase.
Site owners can also use Web + App properties to quickly compare how users engage with their app versus their website.
Or, just rely on GA’s automated insights, which use machine learning to identify key trends and anomalies in data.
Before these properties were introduced site owners had to use multiple products in order to measure app and website engagement. Now it can all be done in Google Analytics.
Depending on how many streams of data you have connected to one property, the difference in traffic without bots could be substantial.
So keep that in mind as you analyze month over month data.
Source: Google Analytics Help
Parameters Of Camera Tracking Feature
Introduction to Camera Tracking in After Effects
World-famous company Adobe Systems offers you the most popular video editing software, which is After Effect. We have different types of techniques and features in this software for making our work easy. Camera Tracking is one of its important features and used for giving tracking effects to any object with the motion of background objects. We can use Camera tracking for any type of video footage or animated object. Here in this article, we will understand Camera Tracking in a very simple manner and analyze important parameters of it to easily handle it for our graphics designing purpose.
How to Use Camera Tracking in After Effect?Before starting our learning, let us have a quick look at the user interface of Adobe After Effect software for our better understanding of this software throughout this article.
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Step 1: The user screen of this software is divided into many sections such as Menu bar for making the different adjustment in this software, Toolbar which provides the different type of tool for designing work, Project panel, which shows a number of the composition of any project, Effect Control shows you parameters of any effect or preset which is used in current composition, at the button of this screen we have Layer section which shows you parameters of layers of any project, next is Timeline section which is used for handling the parameters of animation.
Step 2: For Learning Camera Tracking in After Effect, we have to take a video. You can take your own video or can download it from the internet. For placing that video in After Effect software, go to that folder of your personal computer where you have saved your video. Pick this video from there with the help of the mouse button and drop it in the Project Panel section of After Effect software.
Step 4: Now adjust the time of animation of this video according to your requirement from the Timeline section.
Step 6: Or you can choose a camera tracking option from the Animation menu of the Menu Bar. A drop-down list will be open to choosing the ‘Track Camera’ option from here.
Step 8: Once the camera initialized, this type of screen will be opened.
Step 10: The text area will be generated here with white color. Select this area with the help of the mouse cursor. A Character parameter box will be open on the right side of the working screen.
Step 12: Now, type text according to you which you want to animate with the help of a camera tracker.
Step 13: Now adjust your text where you want to place it with the help of the “move and selection’ tool.
Step 17: Now adjust the value of Orientation for adjusting the text like this. You can set the parameters of text property according to you.
Step 20: Now, type your desired name here. I will type ‘shadow’ as the name of this duplicate layer.
Step 24: Choose black as the shadow color of this layer and press the Ok button of this color box.
Step 25: Go to the Opacity property of this shadow layer and decrease the value of opacity up to 60% or you can set this value according to you.
Step 26: Now go to the Preview tab for playing the camera tracking, which is on the right side of the working screen, or you can press the Space bar of the keyboard as the short cut of playing animation.
Step 27: Your animation will look like this.
In this way, you can use Camera Tracking in After Effect software and handle the parameters of Camera Tracking for getting the best result from this feature of After Effect software.
ConclusionNow, after going through this article, you can better understand ‘what is Camera Tracking’ and how you can use it in After Effect software. You also have a look at the basic parameters of the Camera Tracking feature of After Effect so that you can easily handle this feature for making a highly professional project in the video editing field.
Recommended ArticlesThis is a guide to Camera Tracking in After Effect. Here we discuss an introduction and track a camera in after-effects in a step-by-step manner. You can also go through our other related articles to learn more –
Best Tracking & Monitoring Software
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Mandatory disclaimer: Cocospy is designed for legal use. Check your local laws before using this software.
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