To analyze and optimize your traffic sources and outcomes, you may have experience that you need to label your traffic in other ways than the Google Analytics Default Channel Groupings.
The main reasons are that most companies need to store critical attribute within your campaign name that it is not provided by Google Analytics even if you get the integration between Adwords, DCM, DBM and Analytics right.
Let’s take some examples:
• Imagine you want to analyze traffic coming from Video
• Or traffic coming from product A
• Or traffic coming from all red products
How do you handle that? 😉
First, you need to realize that the Google Media Tool integration in Analytics will give you the possibility to play with a lot of new dimensions in reports and in the construction of your own channels groupings. Some of these new dimensions are described below for each kind of linking to GA.
Consequently and from my previous experience, I recommend to enable auto-tagging in your campaigns and to create channels groupings with both UTM parameters, all native DoubleClick and Adwords dimensions and others system defined channel rules.
Then, when you will build your naming convention which will be shared across many contributors, you have to think ahead and select which critical attributes you need to store through all tools.
If I go back to the first example, traffic coming from Video can either be a YouTube paid campaign or a Facebook organic video post. To get the video information in GA, you will have to write it as a critical attributes in one of your new DBM dimensions (Line Item, Insertion Order….) and add UTM parameters with these critical attributes in the organic video post link.
For the third example, Red products can be displayed in a lot of ways, for instance in a display or video campaign, in an email campaign or even in a blogger page. You will have to add “color” as a critical attributes in a DoubleClick and Adwords tools, but also in one of UTM parameters. For the second example, it is the same logic, you will need a “product name” attribute and share a common taxonomy to facilitate analysis.
As a reminder, that’s the UTM parameters dimensions:
The moment will come when you will find your naming convention, you will be ready to determine the best converting channels and optimize your traffic.
Among many benefits expected of a consistent naming convention, we could mention:
• Allows greater flexibility in information analysis and in channel grouping feature creation.
• Creation of remarketing audience based on these attributes, and then use those audiences as the basis for remarketing campaigns in your ad accounts.
• To add meaning to dimensions that can be used in data processing tool for effective training of machine-learning models.
Paid and organic campaign tracking is another crucial piece in getting meaningful, well-structured data. As long as DoubleClick and Adwords will not propose default dimensions for ads such as name of product, the product ID, the price, the CTA label… you will have to think ahead which criteria you want to set and then deploy your naming convnetion. A clear vision of well-structured is the enhanced ecommerce feature. This evolution would be terrific! @DoubleClick nudge,nudge, wink,wink
I hope you like this article and will organize your naming convention in a better way!
I am happy to hear your opinion!