If you can’t see the source or any other details, it’s hard to tell what’s working and what’s not. And depending on which email platform you use or if you are even using an email platform, like HubSpot, the source might not even show as coming from an email when you look in Google Analytics. If you have an email campaign for new product announcements (campaign), you might want to see which specific email (ad content) drove the most conversions. The five UTM parameters are source, medium, campaign, term, and content. This helps in identifying a campaign or even a specific piece of content that was shared in order to see the traffic and which converted best in the Google Analytics report previously mentioned. UTM (Urchin Tracking Module) codes are parameters that you add at the end of a URL to identify variants of traffic from a source. But for some sources, you need to add those parameters or UTM codes manually. Some programs, like Google Ads and HubSpot, are built to automatically append the URL with the parameters you see in the report above. Not all parameters above automatically display in Google Analytics. What are UTM Parameters and How are They Used? Google Analytics Campaign Secondary Dimension Google Analytics Source/Medium Primary Dimension From there, you can either change your Primary Dimension to other options such as “keyword”, “campaign” or “ad content” to get more granular or use a Secondary Dimension to view that field for all sources (shown in the second screenshot below). ![]() Since this view doesn’t provide more specific details on what sites your traffic is coming from though, we want to look at the “Source/Medium” tab (shown in the screenshot below). These channel grouping options include Organic, Paid Search, Display, Referral, Email, Social, Direct, and a mysterious group called “Other”. This view is helpful to see a broad view of what main source categories your traffic is entering your site from. On the default tab, you will see “Default Channel Grouping”. You can view the source of your traffic in Google Analytics under “Acquisition”, “All Traffic”, “Channels”. Without the correct attribution data in Google Analytics, it’s difficult to tell how your campaigns and channels are performing and make informed marketing decisions.Īdditional Information You Get from UTM Tagging In these cases the traffic gets lumped under the label of “Other” or shows an incorrect source like “Referral”. In some cases though, Google Analytics doesn’t have that information passed through or doesn’t know (or intentionally omits) it. Other marketing tools, like HubSpot email marketing tools or Google Ads automatically add UTM parameters to your links so you can see where traffic your came from, the campaign and even the type of content viewed or keyword searched right in Google Analytics - without you having to lift a finger. ![]() Google is able to tell where almost all of your website traffic comes from, especially if it’s from an online site or app (like Google Search or Facebook) that freely sends over the referral information. Tracking in Google Analytics is automatic for most sources of traffic. Wait… Isn’t Google Analytics Tracking Automatic? When you look at your Google Analytics reports, is a large amount of that traffic mysteriously lumped under the Channel “Other”? Is your email campaign traffic missing or showing up as “Referral” traffic? If your Analytics referral data is looking kinda funky you need to be more proactive with your URL tagging.
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