Measuring Custom Campaigns With UTM Codes

Custom Campaigns give you the ability to add campaign parameters to the destination URLs of your blog posts, online marketing ads, social media content, etc. That way, you’re able to collect data about those campaigns and understand where the campaigns are performing the best.

Google Analytics logoWhat are Custom Campaigns?

Custom Campaigns give you the ability to add campaign parameters to the destination URLs of your blog posts, online marketing ads, social media content, etc. That way, you’re able to collect data about those campaigns and understand where the campaigns are performing the best.

In this post, I’ll walk through how to build URL parameters to measure the effectiveness of Custom Campaigns in Google Analytics.

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Best Practices for Building URLs

What are URL Parameters?

Parameters are snippets that you can add to the end of your URLs. There are five main parameters that must be paired with a value that you assign. Each parameter-value pair is what contains the information you want to track that’s related to your campaign.

The table below outlines the name and definition of each parameter you’ll find within common URL builder tools such as the Campaign URL Builder by Google.

Kia's blog post chart

How to Identify URL Parameters

For example, let’s take a recent blog post of mine, “Hacking the New Google Drive Features,” and add URL parameters to it. In order to measure the traffic to the post that comes from our branded Twitter account, we identify the following parameters:

  • utm_source: twitter
  • utm_medium: social
  • utm_campaign: branded
  • utm_term: n/a
  • utm_content: n/a

Our destination URL is now https://st-tech.blog/new-google-drive-features-2017/?utm_source=twitter&utm_medium=social&utm_campaign=branded. You’ll notice we didn’t include utm_term or utm_content. That’s because we reserve utilizing those snippets for PPC campaigns.

Why Use URL Parameters?

These parameters will allow us to effectively measure the traffic received from the specified criteria. When a user clicks on a custom URL, the parameters are sent to Google Analytics, and the data made available in the Campaigns report under the Acquisition tab.

Kia's blog post example

This gives us tons of more freedom in terms of our analysis. We’ll be able to drill down in Google Analytics and pivot this data to tell our user’s journey to the post. This type of data is actionable and can have a significant impact on the bottom line: ROI.

When NOT to Tag URLs …

Remember, though, as tempting as it may be to try and measure everything about where your traffic comes from, remember to tag only what you need for effective analysis.

Why? Because the more parameters you add to URLs, the more complicated you can make it in the end. Google Analytics automatically tracks the majority of these parameters and spending time on tagging for the sake of tagging isn’t the point.

The goal of tagging destination URLs is to differentiate traffic with more specificity than Google Analytics already does.

Do you use Custom Campaigns in Google Analytics? How has tagging helped you measure your campaigns more effectively? If not, give the Campaign URL Builder a try and follow my tips for more detailed analysis of traffic sources to your site or blog.

Cool Tech for Content Curation, Project Management

When assessing the best tools for content curation and project management, it’s important to identify what your needs are before diving into possible solutions.

When assessing the best tools for content curation and project management, it’s important to identify what your needs are before diving into possible solutions.

Need to share reliable social media content, quickly? Try Buffer. Want to keep better tabs on your editorial and social media calendars? Experiment with Trello. Looking for a marketing automation tool to synchronize your messaging across platforms? Go for IFTTT. These tools not only enhance workflow, they help streamline team communication and collaboration.

content curation, project management

Content Curation, Social Media Scheduling Tool: Buffer

buffer-connectBuffer is useful for those with small blogs (like this) who are managing social media calendars on-the-go. One of the best features is “Content Inbox,” a source for curated content tailored to the interests of your followers. You can easily push this content to your Twitter, Google+, Facebook and Instagram accounts to keep your audiences engaged throughout the day and your messaging consistent. Visit the “Analytics” tab for more on how your posts performed and even schedule top performers to Re-Buffer at a later date.

twitter-analytics1Buffer is also useful for social media scheduling with its built-in queue. You can either set your own post schedule or let Buffer choose for you based on past user engagement data.

buffer-schedule

There’s no doubt that Buffer is essential for social media marketers, content creators and anyone else looking to take control of their many social media accounts. Give Buffer a try to keep your curated content flowing without any hiccups.

Editorial Calendar, Project Management Tool: Trello

Trello is by far the most intuitive, visual and powerful tool out there for small blog creators to keep tabs on their editorial calendar. Trello is incredibly easy to learn for any type of user (whether beginner or advanced). Create lists and then drag-and-drop cards within them to supercharge the publishing process.

Trello

Label cards, add team members and use Power-Ups to integrate with Google Drive, Twitter, Slack and more. This is incredibly important for small bloggers, as content should be strictly managed and shared with the team throughout the conceptualization process.

Trello scheduling Kia Street

We use Trello for just about everything at st-tech — including our own personal to-dos. The platform’s versatility and usability make it a must-try.

Marketing Automation Tool: IFTTT

IFTTT is a fascinating automation tool in which you can create recipes that allow communication between your devices, apps and systems via the Internet of Things (IoT). This tool is heavily used for marketing automation, as well as boosting personal productivity. The interface is simple and designing recipes is even easier now, thanks to IFTTT applets.

How to Use IFTTT

IFTTT Kia blog post tech

If This, Then That is best for those who utilize a ton of Web apps and services on a daily basis. So, how does IFTTT work? You start by selecting a recipe and turning it on. Recipes are easily programmable to fit your needs as you’re able to use “ingredients” that add custom specifications.

IFTTT Kia blog post

Crafting your own recipe is perfect for those who wish to have more targeted control over their relationship with the IoT. However, there are also tons of preset applets from IFTTT’s collections that are widely beneficial, as well.

Here are three recommendations for small bloggers using IFTTT:

  1. Use Google Calendar to keep track of your Buffer posting schedule
  2. When you create a new Trello card, add an event to Google Calendar
  3. Archive every time you’re @mentioned on Twitter to a Google spreadsheet

Whether you’re a content contributor, small blogger or community manager — these tools will help you take your content to the next level.

Which tool is your favorite? Let me know in the comments section below.

Does Your Content Work? Advanced KPIs for Google Analytics

You spend tons of time making sure every word in your blog posts is perfect, but are you measuring the performance of these posts effectively?

Google Cabinet MCheck out even more about personalization and artificial intelligence with FUSE Enterprise.

You spend tons of time making sure every word in your blog posts is perfect, but are you measuring the performance of these posts effectively?

Whether you’re a Google Analytics magician or a certified beginner, GA is integral when evaluating the performance of any website (including small blogs).

For many just starting out in Google Analytics, digging through your plethora of data to unearth actionable insights is no small feat. To save your soul (and your time!) this post will walk you through how to create my go-to advanced segment: Engagement/Post.

This GA segment is simple, quick and applicable to any type of blog or business with content-focused KPIs.

Without further ado, here’s how you can take advantage of the unique segment I created to measure user engagement on my blog.

Kia blog post GA segment

What Is Google Analytics Advanced Segmentation?

Google Analytics Advanced Segments isolate specific types of traffic within your reporting views for deeper analysis. Segments essentially allow you to view GA data that follows your specified criteria. There are five ways to customize segments; by:

  • Demographics
  • Technology
  • User Behavior
  • Date of First Visit
  • Traffic Source

In addition to this list, GA provides the ability to program your parameters with conditions and/or sequences under the “Advanced” tab within the segment editor. This gives you the added flexibility of setting multiple conditions (which we’ll explore later) for your segments.

Using Advanced and Custom Segments in Google Analytics

In any view, segments can be found at the top of the screen underneath the header that contains the report’s name, your selected date range and the options for sharing. To remove/edit/share segments, toggle its settings by clicking the arrow next to each box.

kia blog post GA view

GA offers pre-set segments, such as:

  • Converters
  • Non-converters
  • Direct Traffic
  • Mobile Traffic
  • Etc.

Take a look at these later on, if you’re interested in using Google’s system segments.

Creating the ‘Engagement/Post’ Segment

My go-to segment, Engagement/Post, is unique because it gives you a refined look at the performance of specific content rather than an overall peek at website traffic.

Kia blog post Engagement/Post segment
Here’s how I define Engagement when creating the Engagement/Post segment

Next, you’ll create a condition that excludes traffic from your categorical website pages (example: home page, about us, etc.). Because it’s super-important to analyze these separately. This is because user intent and behavior varies, depending on where they are on your site. Bundling all activity without distinguishing between the pages that matter most is a sure-fire way to fudge up a good GA analysis.

Of course, this can all be done in a variety of ways without using advanced segments (think: filters, views, content groupings, etc.). But segmentation in GA is a foolproof way of validating this type of traffic data without getting your hands too dirty.

Kia blog post Engagement segment detail
Your GA segment should look something like this now

This advanced segment will allow you to better understand which content drives the most engaged users on your site. Compare it against other segments for best results.

Explore the Solutions Gallery

Kia blog post GA gallery

The GA Solutions Gallery is for those interested in importing dashboards, custom reports and segments into their own GA accounts. Essentially, this platform serves as a forum for sharing user-generated GA solutions.

The Solutions Gallery is perfect for beginners, because there aren’t any major commitments or heavy setup involved with importing. For pros, check out the GA Solutions Gallery if you’re looking for specific, detailed segments that align with common KPIs.

Feeling lucky? Upload or create your own solution to share publicly for reuse in the gallery.

Recommended Dashboards for Content Marketers

  • The Content Analysis Dashboard provides you with insights that help evaluate the efficiency of your content. The dashboard widgets show the pages that are underperforming or overperforming so you can adjust your strategy accordingly.
  • The Engagement and Loyalty Dashboard helps you analyze traffic growth over time to improve loyalty and engagement with your content.

You can also create your own dashboard in Google Analytics under the “Customization” tab. The tab is great for everyday GA users who wish to make shortcuts, craft custom reports and receive alerts.

Marketers, what’s your opinion on my Engagement/Post segment? Did you implement it, or did you find another segment that matched your needs in the Solutions Gallery?

Learn even more about the convergence of technology and branded content at the FUSE Enterprise summit. Artificial intelligence and personalization will be featured among many other techniques and technologies.

Small Blog, Big Strategy

It’s incredibly tough for even the biggest brands to master content marketing. So what about small blogs? How are they staying relevant today? Microtargeting and interest-based awareness have changed digital strategy and these tactics are now home to small bloggers.

Kia Street blogIt’s incredibly tough for even the biggest brands to master content marketing. So what about small blogs? How are they staying relevant today? Microtargeting and interest-based awareness have changed digital strategy and these tactics are now home to small bloggers.

Let’s call “small” any blog with more than five active content contributors and at least a few published posts. Sound like you? Keep reading for more of my take on how to amplify your blog’s online presence. If you site has yet to be born, refer to this easy-to-digest explanation on the first steps of getting a website — securing a domain name.

kia street blog graphicDevelop Reasonable KPIs

No matter how big or small the budget, there are plenty of ways to get your content out there. For example:

  • Be at the top of results when users search for you on Google
  • Maximize reach and awareness of new posts immediately after release
  • Drive and sustain website traffic via Twitter and referrals
  • Focus on what is most important to your business: such as user acquisition, overall awareness and user engagement.

This allows you to divide and conquer with paid search, native advertising, social media and affiliate marketing. Consider this perspective when developing your own KPIs.

Aggregate Your Audience Data

What does your audience like on each channel? What do they care about?

Ask your audience data a lot of questions to help you dive further into who your readers are, how they use the chosen platform and what type of content they respond to most. Now see if you can match your blog’s content to the trends found within your audience data. This can help you understand if you’re offering the right content for your audience.

Think of your analysis as instant market research. Your audience data allows you to truly map out your customer’s journey. Some marketers are innovating this concept entirely by creating content paths to match their content marketing goals.

Identify a Content Strategy

Once you’ve solidified your goals and target audience, examine your strategy. Nix any initiatives that don’t contribute to your ultimate mission. What is it that you ultimately want your audience to do? The answer to this question should drive your content marketing strategy.

Experiment With Social Tactics

Experiment with targeted content that is engaging and personalized. Be transparent and interesting to your users. Here are a few simple ideas to make this happen:

  • Host a live Q&A panel on Periscope featuring your editorial staff;
  • Let the audience choose the topic of your next blog post via Twitter polling;
  • Find, attend and capture industry events with Instagram Stories.

Depending on your audience and the theme of your blog, there are many ways of standing out to both followers and non-followers, alike. Play with and test different tactics for best results!

kia blog post chartLearn, Try, Repeat

The best piece of advice for any small blogger is to learn, try, repeat. Here are three principles for riding the trend waves of your industry:

There are tons of sources that can provide you with the training you need to be successful in content marketing. Use them!

You can never go wrong with experimentation, but you can definitely go wrong without it. Don’t be hesitant toward failure.

Digital changes by the second — and so do the needs of your audience. Remember to periodically optimize content to fit the needs of your users.

Learn, try, repeat: It’s the most effective way for small blogs to sustain authority and relevancy in 2017 (and beyond!)