SearchLeeds 2018 - Jill Quick - The Coloring In Department - Track campaigns like a bloodhound: How to make your marketing work harder1. @jillquick© THE COLORING IN DEPARTMENT 2018
Jill Quick
@jillquick
Tracking Campaigns Like a Bloodhound!
Making Your Marketing Work Harder
© THE COLORING IN DEPARTMENT 2018
2. @jillquick© THE COLORING IN DEPARTMENT 2018 @jillquick© THE COLORING IN DEPARTMENT 2018
WHO IS
JILL QUICK
@jillquick
linkedin.com/in/jillquick01
jill@thecoloringindepartment.com
thecoloringindepartment.com
4. @jillquick© THE COLORING IN DEPARTMENT 2018
Remember…
“WITHOUT DATA, YOU’RE
JUST ANOTHER PERSON
WITH AN OPINION”
-W.Edwards Deming
Data Scientist
8. @jillquick© THE COLORING IN DEPARTMENT 2018
What Are Campaign Tags?
Campaign tags are
additional information that
you apply to links.
Once a link is clicked, the
tag information is passed to
Google Analytics.
9. @jillquick© THE COLORING IN DEPARTMENT 2018
Tagging Best Practice
thecoloringindepartment.com#utm_source=onboardinganalytics&
utm_medium=email&utm_campaign=AUG-18-
cohort&utm_term=&utm_content=CTA
Medium
This is your large
broad buckets
for your
marketing
channels
Campaign
name
What is the
name of the
campaign
Source
This tells you
where the link
lives
URL
The URL you
want the visitor
to go to
Content
More info to help
you slice and
dice your data,
eg banner, mpu,
text links etc.
10. @jillquick© THE COLORING IN DEPARTMENT 2018
Tracking Triangle
Let’s break it down,
because
let’s face it, it gets
kinda confusing.
URL - The Where
I am going to New York
NewYork.com
Campaign Name - The Why
Because I have an off peak, frequent traveller discount
Medium - The How
I am getting an Amtrak express train
More detail, specific breakdowns of the channel
Source - The What
From Boston in coach B, seat 22
Where does the link live within the medium (and therefore channel)
Use to tie together marketing campaigns that sit across multiple sources and mediums.
The destination that we
are sending traffic to
FYI!
Google
Analytics likes to
report Source, the
medium rather than the
logical order. I know right!
FYI!
Google
Analytics likes to
report Source, then
Medium - rather than the logical
order. I know right!
11. @jillquick© THE COLORING IN DEPARTMENT 2018
Tracking Triangle Example
Email COMPANY
.COM
NEWSLETTER
-DATABASE
EMAIL
BLACK FRIDAY>NEW
YORK>2018
Paid Search
COMPANY
.COM
GOOGLE OR BING
CPC OR PPC OR
PAID SEARCH
NY>BRAND>BFSALE-18
14. @jillquick© THE COLORING IN DEPARTMENT 2018
If You Don’t Tag Your Social
Media (Paid/Organic)
No UTM, so I’m
going to put
you in…
17. @jillquick© THE COLORING IN DEPARTMENT 2018
System Defined Default
Channel Grouping
Channels Medium System Defined Tick Box
Defined by
Google's Default
Channel Grouping.
Case Sensitive,
exactly match
these or your
the wrong pot
Organic Search organic Medium exactly matches organic
Social referral Social Source Referral exactly matches Yes
Social social
Medium matches regex ^(social|social-
network|social-media|sm|social network|social
media)$
Email email Medium exactly matches email
Referral referral Medium exactly matches referral
Direct
(none)
(not set)
Source exactly matches direct AND
Medium exactly matches (not set)
OR
Medium exactly matches (none)
Paid Search
cpc
Medium matches regex ^(cpc|ppc|paidsearch)$
AND
Ad Distribution Network does not exactly match
Content
Display display
Medium matches regex ^(display|cpm|banner)$
OR
Ad Distribution Network exactly matches Content
Other (other)
Medium matches regex ^(cpv|cpa|cpp|content-
text)$
18. @jillquick© THE COLORING IN DEPARTMENT 2018
WHAT?!…there
are no groupings
for paid social…
…or
retargeting…my
reporting is
ruined!
23. @jillquick© THE COLORING IN DEPARTMENT 2018
Agree On Your Source Names
(Don’t Fragment The Data!)
If only we
got our shit
together
24. @jillquick© THE COLORING IN DEPARTMENT 2018
Keep A Record
•Keep a log of your tracked
links (you will forget
whatcha did otherwise)
• Get everyone in the
company up to speed on
why you are doing it (aka
we don’t want to trash
our data!)
•Bake it into an SLA
with agencies
•Link it to the core
competencies of
staff
25. @jillquick© THE COLORING IN DEPARTMENT 2018
Attribution Acquisition> Channels
runs on 1/7 attribution
models. 100 % of the
credit goes to last non
direct channel.
WALK WITH ME
A typical customer journey
DirectInstagram
Post
Medium:Social
Retargeting
Display Ad
Visited
Website
Newsletter
Source:
Instagram
(typed url
into browser)
Visited
Website
Visited
Website
Medium: Display Medium: Email
Source: Name of
website with
display advert
Source:
Newsletter-
database
28. @jillquick© THE COLORING IN DEPARTMENT 2018
Multi-Channel Funnels
Rinse and repeat
what you did in the
Default Channel
Groupings
29. @jillquick© THE COLORING IN DEPARTMENT 2018
Recap
The Process Order & Checklist
1. Agree, and work out, your mediums, sources, and campaign
tagging structure
2. Create channel groupings in test view, then when you are
happy with it, create in the reporting views
3. Create a Multi-channel Funnel (MCF) grouping so you can see
the assisted conversions
4. Agree on naming sources
5. Agree on name structure to your campaign channels
6. Give use cases on how you can use the content options
7. Keep a record e.g spead-sheet
Agree, and work out, your mediums, sources, and campaign
tagging structure
Create channel groupings in test view, then when you are
happy with it, create in the reporting views
Create a Multi-channel Funnel (MCF) grouping so you can
see the assisted conversions
Agree on naming sources
Agree on name structure to your campaign channels
Give use cases on how you can use the content options
Keep a record e.g spead-sheet
The Process Order & Checklist
31. @jillquick© THE COLORING IN DEPARTMENT 2018
Want a load of
templates to do this?
YEAH YA DO!
Go here:
http://bit.ly/jill-search-leeds