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Google URL Builder : The Key to Measuring Digital Marketing

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Google URL Builder : The Key to Measuring Digital Marketing

“There is nothing as useless as doing something with great efficiency that shouldn’t have been done at all.” That quote, which is currently one of the most posted on social media by marketers and entrepreneurs, tells a stark and straightforward truth of what business management should be. Who said it? Peter Drucker, a consultant and professor born in Austria in 1909. The phrase appeared in the article “Managing for Business Effectiveness”, which Drucker published in the Harvard Business Review in 1963. The quote, implicitly, tells managers that when planning their actions they should assume Ukraine Phone Number List two attitudes: prepare to measure everything that is done and use those measurements to make decisions with numerical bases. The statement is clear when saying that: in the data is the information that will allow you to focus on what drives the company and detect what does not contribute anything. All this to achieve the much desired efficiency, because, ultimately, the greater the efficiency — the correct use of the available resources to achieve the results — the more profitable it is.

Web analytics comes to make our work easier
At the time Drucker published the article, the possibilities for measuring the impact of actions on business results were precarious. But, that reality changed with the Digital Revolution. Digital environments gave entrepreneurs arms that made it easier to understand what each tactic produces, even in real time. How many people are seeing my message? How many reacted to it? What message is attracting the highest quality users? How many sales does each message produce? These are the type of questions that can be answered today, and then ask yourself: should I keep doing what I’m doing? However, this analytical phase of the Digital Revolution did not emerge immediately, it was the result of a gradual process. Initially, the information was scarce and was obtained from log files – a plain text document generated by the servers, which collected limited data on visitor interactions. Then, with the advancement in platforms and the development of new programming languages, more powerful tools appeared for the analysis of user behavior on websites. One of those new tools emerged in November 2005: Google Analytics. This platform, which was born when Google bought the Urchin Software Corp. company, was in charge of democratizing and popularizing web analytics in the world.


With Google Analytics, companies began to be interested in metrics and with these to know what their actions produced and the details of the audience that interacted with their website. Today, Google Analytics offers a huge amount of useful data to make decisions about digital ecosystems. In the tool, you can know the general behavior of the users of a website, the main sources of traffic and the type of user that comes from each of them, the most popular pages of the website and even the achievement of a business objective. However, there are spaces in which Google Analytics falls short, and the individualization of actions is one of them. So how can we supplement the information that Google Analytics collects? In this free tool, simple to install and manage, it comes down to creating an account and then inserting your javascript code on all pages of the website. Once this is done, the administrator will begin to receive data on the consumption of the platform. With this, the generalities will be covered – even some peculiarities -, but the measurement of some important micro details – such as the performance of a specific publication on a social network – will not be available for analysis. That is to say, with the installation of Google Analytics you will be able to know the behavior of the traffic obtained from Facebook, for example, however, you will not be able to individualize what you obtained from each of the publications that included a link.

What to do to obtain those metrics from the micro details and, thus, be able to make better decisions on a day-to-day basis? The answer to this question is simple: add another free tool from Google: Campaign URL Builder. With this second instrument, tracking the details will be easy and comprehensive. To include it in your digital strategy, you will not need to create an account or add new tracking codes to the website, all that is required is to design a simple plan that details the actions to be taken and then go to the tool to implement it. What Campaign URL Builder by Google offers marketers is the ability to create custom URLs to independently measure all their Forex Email List efforts through Google Analytics. As it does? Inserting parameters to the URLs that are then interpreted and stored by Google Analytics and, finally, generate reports that can be analyzed by the company. In other words, Campaign URL Builder allows you to customize the URLs to enrich the information available in Google Analytics. UTM parameters, the right way to measure every digital action The second meaning of “parameter” in the Dictionary of the Spanish Language (DEl) defines it as a variable that, in a family of elements, serves to identify each one of them. Well, that is exactly what the UTM (Urchin Tracking Module – or Urchin Tracking Module) parameters do. As a concept, UTM parameters were created by the Urchin company – acquired by Google in 2005 – and were conceived to add extra data to the URLs of marketing actions .

The Urchin company designed five parameters: source , medium , campaign , term, and content . The first is recognized within the URL with the utm_source tag, it is mandatory and is used to identify the platform that generates the traffic – for example: Google or Facebook. The medium parameterit is inserted into the URL with the utm_medium tag and is used to identify the type of link that generated the traffic – for example: advertising, an organic publication or an electronic newsletter. The third parameter uses the utm_campaign tag and marks the specific link or campaign that caused the click to the website — for example: July promotion or Mother’s Day offer. The following parameter is assigned with the utm_term tag and is used to recognize the search terms that generated the click – for example: buy shoes or elegant shoes. Finally, the fifth parameter is implemented with the utm_content tag and is responsible for providing Google Analytics with the specific information of the piece that generated the click —for example: banner on mobile devices, product image or text ad.

An example to better understand how to use the Google URL Builder
Let’s suppose that we are going to start promoting our blog intensely through all the components of the digital ecosystem and we want to know which one brings us more traffic and better quality users. Also, to complicate the exercise a bit more, we will use two different images – which will rotate across all components of the digital ecosystem – and we need to identify which one works best. Put more simply: we are going to promote the blog with two different images through our presence on Facebook, advertising on Facebook, advertising on Instagram and in our email database. In practical terms, then, we will make two posts on Facebook – one for each image – two paid ads on Facebook, two paid ads on Instagram, and send two emails to the database. Once the campaign is developed, we will go to Google Analytics and in the side menu of the tool we will look for the section: Acquisition> Campaigns> All Campaigns. There, we will have all the metrics associated with the campaign, we will be able to review the performance of each source, medium and image to learn from the results and better plan future digital efforts.

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