Sarah Hodges

Campaign Tagging: Part 1 – Basics

In Campaign Anaytics on February 21, 2011 at 7:04 pm


Truth: url parameters are key to unlocking mind-blowing insight.

You’ve heard it a thousand times from Avinash Kaushik and all the other heavy-hitters in the analytics space. So, what’s stopping you?

Excuse: url tagging is intimidating.

How do I choose what values to use? How do I add the parameters to my URLs? Don’t let these concerns stop you from getting your ‘tag’ on.

Remedy: I’m breakin’ it down like the Sugarhill Gang for you.

Everyone needs a little hand-holding every once and a while. My buddy, Christopher O’Donnell, and the good folks over at Performable analytics helped me throw together a quick video to walk you through the basics of campaign tagging.

Not everything in life is easy, but campaign tagging sure is.

Set aside a few minutes of time, and BAM!, you’ll be a campaign tagging pro.

There are five basic campaign parameters:

  1. Campaign (utm_campaign): marketing campaign name.
  2. Source (utm_source): marketing channel (email, social media, etc.)
  3. Medium (utm_medium): channel category (email list, facebook, twitter, etc.)
  4. Content (utm_content): most frequently used in cpc campaigns to note ad creative.
  5. Term (utm_term): most often used in cpc campaigns to describe search keyword.
When you’re done, check out Part 2 of this Campaign Tagging video series.
  1. […] become a huge contribution to the web analytics community by launching this killer site. Check out analytics video tutorials from Omniture veterans in an easy-to-consume format. After you become and Omniture champ, make sure […]

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