Utilize the Google URL Builder for Effective Tracking of your SEO Campaign


The Google URL Builder is an excellent way to track a range of campaigns such as newsletter campaigns or email marketing campaigns. In a nutshell, the Google URL builder helps to build a URL that tracks the success of your email marketing, google/bing ads campaign, or newsletter campaign.

Via the Google URL builder, you can add parameters to URLs that the site adminstrator can use in custom web-based or email ad campaigns. Any ad campaign that does not use the Adwords auto-tagging feature can be called a custom campaign.

With the Google URL builder, it becomes possible to identify the source, which can from where the traffic came and devise an effective marketing campaign. Hence, when users click on one of the custom links, this causes your Google Analytics account to receive unique parameters so that those URLs can be identified which are the most effective in attracting users to your content.

With the the help of the Google URL builder, it is easy to distinguish which campaigns (such as email marketing or ad campaigns) were successful and which were not. Thus with the google Analytics URL builder, it is possible to tag URLs with the custom campaign variables. In this manner, it is possible to track which of your promotions generate the most traffic or conversions.

For example, it is possible to consider a unique URL for each Facebook status update or even a wall post, in case you are promoting a link on Facebook.

A Note on Campaign Tracking

Campaign Tracking simply means that you want to track the results of your recent campaign. Therefore, when you use the campaign tracker, you get a special URL link instead of the conventional link below:

Conventional Link: (http://www.example.com/ conventional link)

Tracking Link: (http://www.example.com/?utm_source=google&utm_medium=remarketing&utm_term=magento%20development&utm_campaign=magento tracking link)
Simply follow the steps below for generating the Google Tracker URL.

step 1

Once the submit button is clicked, the user can obtain the URL as below:

step 2

Explanation on above URL Parameters

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=remarketing

Campaign Term (utm_term)
Used for paid search. Use utm_term to note the keywords for this ad.
Example: utm_term=magento development

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.

Campaign Name (utm_campaign)
Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign.
Example: utm_campaign=magento

With this URL in place, it will now trigger data in your GA reports. Consider the screen shot below:

step 3

Where is all the data?

You will need to navigate to Acquisition ? Campaigns ? All Campaigns in your Google Analytics report.

step 4

Go into the dashboard for the campaign reports. Here, you can verify which campaigns display the data. For that, you will need to apply a secondary dimension called “Source/Medium”

step 5

It will now become possible to add a second column that shows the source of the campaigns. (i.e. which campaigns are coming from where and by using what means)

step 6

Once the data becomes visible, it can be possible to display only that dat from the specific source or medium. Choose “Advanced” at the top of the data table (next to the filter search bar). Now, only include the dimension “source/medium”.

steps 7

If you want to avoid all the steps for every campaign source, it is recommended that you add it as a widget to a custom dashboard, create a short cut, or both. Thus, you can access the data table at any time, without the need to apply a secondary dimension, or even follow the previous steps.

The Google URL builder comes in as yet another addition to the arsenal of the SEO professional to help tracking so that the campaigns can be successful. This is a unique method to track the success of the campaign which could be email marketing, ad placements, newsletter marketing or any other SEO related campaign.

Harshal Mazmudar

Harshal is working as a digital marketing manager at Krish Technolabs, uses the web to drive online visibility and generate leads that have resulted in huge ecommerce success. His incessant hunger to outperform is the real drive that keeps him competitive in the online hemisphere.

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