This Excel template includes: • Step by step instructions on how to use Google Analytics to track campaign ROI • A template to store you campaign element information, source codes and tracking URLs • Strategy on using custom channel grouping in Google Analytics for channel attribution and optimization

1. 1) Determine all campaign elements that will drive traffic to your campaign landing page, list in column #1
2) Use the medium name from your Google channel setup in column #2 (view tab #2 and #3 for channel grouping tips).
3) For multiple link tracking within an element (i.e. email or search ad), define individual link names/labels in column #3).
4) Define and use the same campaign name for all the elements in column #4 (This name will show up under "Campaigns" in GA).
5) If you use unique source code identifiers for your internal database, add that in column #5
6) Use the Google Analytic URL Builder to create your first URL and then append the end with your unique syntax and source code (i.e. ?ref'd id=XXXX or referral=XXXX) VIEW
URL
BUILDER
NOTE: content below is for an example only, replace with your own naming conventions and try to be consistent across campaigns.
Parameter
=
source Parameter
=
medium Parameter
=
term
or
content Parameter
=
campaign Source
Code Full
URL
with
GA
and
Source
Codes
launchemail email link1,
link2,
link3
… MYcampaignApril 222222 http://www.myawarenesscampaign.com?utm_source=launchemail&utm_medium=email&utm_campaign=MycampaignApril&utm
followupemail email link1,
link2,
link3
… MYcampaignApril 222223
reminderemail email link1,
link2,
link3
… MYcampaignApril 222224
thankyouemail email link1,
link2,
link3
… MYcampaignApril 222225
partnerads display MYcampaignApril 222226
aolads display MYcampaignApril
googleads display MYcampaignApril
videoads display MYcampaignApril
twitterpost social MYcampaignApril
facebookpost social MYcampaignApril
facebookad social MYcampaignApril
blogbanner social MYcampaignApril
googleplus social MYcampaignApril
pinterest social MYcampaignApril
qrcodemailer print MYcampaignApril 222236 http://www.myawarenesscampaign.com/special?utm_source=qrcodemailer&utm_medium=print&utm_campaign=MycampaignAp
bingads cpc my,
campaign,
special MYcampaignApril 222237 http://www.myawarenesscampaign.com?utm_source=bingads&utm_medium=cpc&utm_campaign=MycampaignApril&utm_term
adwords cpc MYcampaignApril
Campaign Landing Page URL (Vanity, print and direct): http://www.myawarenesscampaign.com and http://www.myawarenesscampaign.com/special
Campaign Name: My Awareness Campaign April
Google Analytics Multi-Channel Campaign Tag Management

2. In
Google,
you
can
add
and
edit
current
channel
names:
The
default
MCF
Channel
Grouping
is
a
pre-­‐defined
grouping
but
is
not
very
detailed.
For
example,
the
traffic
might
come
from
search,
but
you
might
want
to
know
if
it
was
paid,
branded,
non-­‐branded
etc.
You
might
also
want
to
know
the
number
of
days
it
takes
to
typically
convert
a
person
that
saw
a
social
post
and
converted
via
an
email
CTA.
To
create
a
new
channel
grouping:
In
the
Behavioral
Flow
report,
click
Grouped
Pages
•
Select
Create
Content
Grouping
or
go
to
the
admin
tools.
•
Click
+
Create
New
Channel
Grouping.
•
Provide
a
name
for
the
channel
grouping.
•
Add
a
rule
for
each
label
you
want
to
appear
in
your
reports.
For
example,
to
group
all
search
traffic
and
label
it
as
"Search",
create
a
rule
with
the
following
condiNon:
(Include
Medium
Containing
cpc)
OR
(Include
Medium
Containing
organic)
Here
you
can
also
group
traffi
by
Tracking
Code.
When
you
have
finished
adding
rules,
click
Save
Channel
Grouping.

3. NOTE:
Any
edits
to
a
view’s
Default
Channel
Grouping
permanently
change
how
new
traffic
is
classified.
Historical
data
is
not
affected.
Since
this
is
a
permanent
change,
we
advise
doing
this
during
the
first
Eme
Google
AnalyEcs
Setup
.
Why
do
you
care?
Online
campaign
opEmizaEon
relies
on
understanding
your
conversion
paths
by
channel
and
the
synergies
between
channels,
ads
and
keywords.
For
channels
that
work
well
together,
you
might
want
to
coordinate
during
a
campaign
to
maximize
your
unfunnel
strategy.
Once
set
up,
you
can
target
and
invest
in
top
conversion
path
reports
to
reduce
your
CPA.