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Analytics Update: Campaign Tracking Strategy and New API Data Points

Michelle Stunkard  |  September 20, 2012

Weekly Tip: Keep Campaign Tracking as Simple as Possible

One of the most important tools you can use within Google Analytics is the campaign tracking feature. This tool allows you to pull in traffic information via your emails, banner ads, AdWords, etc. and see which marketing efforts are leading to quality visits to your site. One of the difficult things about campaign tracking is keeping this report organized.
One trick that can help is to create a list of specific sources and mediums that your company will use. When it comes to sources and mediums, the simpler and shorter the list, the better. In fact, we recommend restricting your list of mediums to 10 or less.

Source List_Campaign Tracking in Google Analytics_Vertical Nerve blog


The source should be the location the campaign took place, and the medium should be how the campaign was delivered. The campaign level is where you can set the unique information about that campaign like location, month, content, etc. The benefits of a simplified list is that you can still view campaigns on the singular level, but you'll also be able to see them grouped together by all emails, all banners, all ads placed on Google, etc.

Here's an example of how this can clean up your report:

Source List Cleanup_Campaign Tracking in Google Analytics_Vertical Nerve blog

Weekly Update: Google Adds New API Data Points

Google announced this week that it has added more than 40 additional data points to their API. These data points mostly relate to social and mobile and other features that were updated or added this past year. If you're unfamiliar with the API, here's a quick overview: The API is what companies (primarily developers) can use to pull Google Analytics data into applications, custom reporting tools and programs like Excel.
The API consists of different data points that are the metrics and dimensions you are accustomed to using in the interface (i.e. visits, pageviews, eCommerce, etc). If you'd like more information, they've posted a list of which metrics and dimensions have been added here.

Michelle Stunkard headshot

Michelle Stunkard

Michelle is an experienced digital marketing manager and web analyst. She is Google AdWords and Google Analytics certified and has helped lead Google Analytics training sessions for Vertical Nerve in the past. 

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