Tracking campaigns is vital to any business, especially to the marketers of that business. Google Analytics has a set of rules that allows you to easily track campaigns you are running in a multitude of ways. Analyzing those campaigns within Google Analytics starts with the Campaigns Report. In the campaigns report you can analyze all of your marketing campaigns on many different levels.
If you aren’t familiar with Google Analytics campaign tracking, learn more here.
What’s Included in the Campaigns Report
The campaigns report’s main focus is to display the names of your campaigns along with the details on high-level metrics for that campaign’s performance. Much like other overview reports in Google Analytics, alongside the names of your campaigns you will see:
- Sessions / % New Swssions
- New Users
- Bounce Rate
- Pages Per Session
- Avg. Session Duration
- Conversion Metrics (if set up)
While you can start at the high-level of campaign name, you then click into each campaign name and get a sub-report showcasing the source and medium that is associated with that campaign. If you have a campaign with multiple tactics, you will want to name the campaign the same, but switch out the source, medium, content and term (if applicable) to differentiate from where your traffic is coming.
Difficulty to set up
Difficulty Meter: 3/5 (medium)
While the campaigns report is default to Google Analytics, you must go through the process of tagging your campaign URLs with UTM IDs before anything will start to populate within the report.
Where it is located?
The campaigns report is located under the Acquisition tab on the left hand navigation. It is within the sub-heading of Campaigns and labeled as All Campaigns.
Analysis to Complete
Analyzing campaigns should be an integral part of any marketers workflow. Most companies operate on a campaign to campaign basis and understanding which campaigns are more effective can help to boost ROI, and the overall bottom line.
The following two examples show what is possible within the campaigns report. This is just a start though, as the ceiling is unlimited with campaign analysis in Google Analytics.
1. Don’t Analyze Campaign Performance at First Sight
In scrolling through reports within the Google Analytics interface, we are often looking for a quick check-in. In doing so we can get out of practice of diving deeper than what the initial metrics show. This holds true for the campaigns report as well.
Once you arrive on the campaigns report, make sure to take each individual campaign separately. While it is nice to understand each campaign’s performance against one another, often the cause of these differences lies within the tactics used in each campaign.
To explore these tactics further (assuming everything is setup correctly with your campaign tracking), click on an individual campaign. This will refresh the page and show only activity for that campaign, broken out by source and medium. From there you can easily add a secondary dimension for Ad Content, which will show you the value of the utm_content query.
This allow you to better understand the performance of each tactic and placement that is incorporated within the campaign. While further analysis will determine your next steps, this is a great, high-level starting point.
2. Remember to Update Goals
While this is more of a reminder and tip, rather than an analysis to perform, it is important. This will also lead to further analysis.
Make sure to update your goals. In the goals overview report article, I mentioned that you should concentrate your goals on actual goals for the business or transactions on your site. We don’t want to track micro-conversions that don’t directly effect the bottom line. Well, there is always exceptions to every rule.
In this case, when you are running outside campaigns, you may have goals for those campaigns that support, but are not exactly, the overall business goals. You will still want to track these and Google Analytics makes that easy.
While you could capture these actions only as custom events, make sure to set them up as goals to get the most out of Google Analytics’ reporting features.
Benefit of the Campaigns Report
The campaigns report is your initial gateway into understanding the performance of your digital marketing campaigns. You will inevitably spend a lot of time analyzing campaigns, so making yourself familiar with this report will give you great benefit when you decide to dive deeper.