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Cross-channel campaigns with AdWords & Analytics + internal tracking

I have two goals I want to achieve with Google AdWords and Analytics:

  1. Track campaigns from other advertising networks and see resuls in Analytics and preferably AdWords.
  2. Track specific campaign internally in our system. This way I can see which specific campaigns our registration came from. Thus in 24SevenOffice I can use our CRM-module to get overall statics on sales opportunities to see which campaign that does not only lead to a conversion (registration) in AdWords but also the number of actual sales and how much $ we get out of each campaign. This will be a powerful solution to measure ROI on all internet advertising we do.

In AdWords you can set up cross-channel campaigns but for some reason you need to set up a specific landing page with javascript code, but I do not a specific landing page for all our campaigns (we are testing out various other advertising networks). Hopefully tagged url’s for Google Analytics will do the trick using the querystring values:

Campaign Source (utm_source) Required. Use utm_source to identify a search engine, newsletter name, or other source. Example: utm_source=google Campaign Medium (utm_medium) Required. Use utm_medium to identify a medium such as email or cost-per- click. Example: utm_medium=cpc Campaign Term (utm_term) Used for paid search. Use utm_term to note the keywords for this ad. Example: utm_term=running+shoes Campaign Content (utm_content) Used for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL. Examples: utm_content=logolink or utm_content=textlink Campaign Name (utm_campaign) Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign. Example: utm_campaign=spring_sale

Google adwords enables by default a similar tracking url but with a unique id which makes it hard to get which campaign the visitor actually clicked on. In AdWords I must manually add a campaign id to get this value on our site.

In 24SevenOffice I have set up each Google AdWords campaign as well as other internet advertising campaigns.


This is an old draft I wrote last year.

Written on 04 January 2008.
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