29. Google URL Builder Add tracking code to any URL to notify Google Analytics what campaign it came from http://www.google.com/support/analytics/bin/answer.py?answer=55578
30. Enter the URL of the page Add the Source, Medium, and Name Term and Content are optional Click Submit URL will look like: http://houstonzoo.org/support/?utm_source=houstonzoo&utm_medium=template_top_banner&utm_campaign=Tiger_Donate_Link
31. Example Sources: google newsletter event Example Medium: cpc banner email link Example Name: may2011newsletter Annualconference2011 Come up with a system of how your Campaigns are labeled and keep it consistent Term can be used to define the keyword, content can be used to differentiate one ad verses another.
32. Example Scenario – Which Donate Button is Working? For this site we added different tracking code for the red donate button vs. the donate link in the header We set up each as a separate Campaign so we can view the success of one vs. the other.
33. Results From Google Analytics, under Traffic Sources > Campaigns, we can view all of the Campaigns: The Red Button gets 4x the visits
35. Metrics Visits Compare month over month and year over year if possible Be aware of seasonal trends Visitors Average pages per visit Time on site Bounce rate Traffic Sources Keywords – especially non-branded (exclude your name) Visits from Search Visits from Social Media, YouTube, etc. Conversions Online contact forms Newsletter Sign Ups Is your phone ringing?
