How do I customize Google Analytics utm tags?

Expand Your GA Tracking by customizing all the utm tags in your tracked links!


WordFly’s Google Analytics integration allows you to track the traffic to your website generated from your marketing emails. You can then use the analytic data to improve your marketing efforts and even look at connected revenue. If you haven't done so already, learn how to activate Google Analytics tracking in this post.


By default, WordFly sends back specific data to Google Analytics for utm_source, utm_medium, utm_campaign. You can customize what data WordFly sends to your GA account by customizing all the utm tags in your email.

 


Topics covered in this article:

Advantages of customizing utm tags in Google Analytics

How to customize GA utm tags

Learn more about GA tracking in your emails

 

 

Advantages of customizing utm tags in Google Analytics

 

Google Analytics is all about reviewing what sources are generating traffic on your website and then how your site is performing (converting customers). By default, WordFly sends back specific data to Google Analytics for utm_source, utm_medium, utm_campaign. You can customize what data WordFly sends to your GA account for each email you send by customizing all the utm tags in your email.

 

Customizing the utm tags allows you to control what data is sent back to your GA account for utm_source, utm_medium, utm_campaign and utm_term.

 

Example of usage,

Your organization is large with an extensive email program that covers the marketing department, membership department, institutional advancement, visitor services, the store, and separate educational departments. Providing 10+ departments with organized and structured data on their email marketing efforts can be cumbersome to say the least, but with customized GA utm tags each department can better analyze how their email marketing efforts are working.

 

Google provides some definition on each tag use from their support site:

 

UTM TAG DEFINITION / TRACKING USAGE
utm_campaign

Campaign Name. Required. Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign.

Example of default data: utm_campaign=[WordFlyCampaignName]

utm_source Campaign Source. Required. Use utm_source to identify a search engine, newsletter name, or other source.

Example of default data: utm_source=wordfly
utm_medium Campaign Medium. Required. Use utm_medium to identify a medium such as email or cost-per- click.

Example of default data: utm_medium=email
utm_term Campaign Term. Used for paid search. Use utm_term to note the keywords for this ad.

Example: utm_term=running+shoes

*table information taken directly from Google support site

 

You can customize utm_content tags as well. This is covered in a separate article,  How to customize utm_content tags in WordFly emails.

 

 

 

How to customize GA utm tags

 

There are a couple steps to starting to customize your utm_source, utm_medium, utm_campaign and utm_term tags in your WordFly emails. The first step is to enable this feature in the Account section of WordFly. The second step is to customize the tags on the Settings tab of your in progress campaigns.

 

First: Enable feature in Account > Account Options

 

1. Go to Account.

 

2. Under Settings, select Account Options.

 

 

3. Enable Google Analytics tracking as well as Enable custom tags for tracking.

 

Once enabled, you will see editable fields on the Standard and Triggered Settings steps for email campaigns.

 

 

 

4. Save your selections.

 

 

Second: Customize your utm tags on the Settings of any in progress email campaigns

 

1. Go to Email > Email Campaigns.

 

 

 

2. Start a new email campaign or select an in progress one.

 

 

3. On the Settings tab of the campaign you can customize your utm_source, utm_medium, utm_campaign and utm_term GA tags.

 

 

 

Notes:

  • utm_source, utm_medium, and utm_content will pre-populate with the default data that WordFly uses for these tags.
  • utm_campaign will pre-populate with the campaign name
  • utm_term can be left blank
  • utm_content cannot be edited on the Settings tab since it is connected to the link name. This is customized separately.

 

 

 

Learn more about GA tracking in your emails

 

 

 

 

 

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