A look at mistakes, techniques and tools such as Private Channel Grouping of Referrals and utm tagging sheets.

1. External media tagging
(utm tags) & Private Channel
Grouping of Referrals

2. Traffic types
Earned
Media
Owned
Media
Paid
Media

3. Traffic types

4. Direct
(owned)
Display
(Paid)
Organic
(Earned)
Assisted conversion report
for Social Paid is broken
Social

5. Because Default Channel Grouping is
wrong
“Social Paid” incorrectly grouped under “(Other)”

6. Here is a Private Channel Grouping
fixed example...
Note: assumes that utm_campaign=*_paid_* is Social Paid in Private Channel Group:
https://analytics.google.com/analytics/web/template?uid=WsCugGmAReeaI4JEOfta4A

7. Google expects these values...
Expected GA
utm_medium for
social are
1. sm (like cpc)
2. social (like organic)
3. social-network
4. social network
5. social-media
6. social media

8. utm_medium=sm
utm_source=facebook.com
utm_campaign=2016_01_01_paid_Campaign1
utm_content=AdId_AdTitle
utm_id=FB_organic_20160101_Campaign1
utm_term=n/a
dclid=COCYws21hs0CFVMg0wod3oUDnw
Social Paid should be...

9. utm_medium=social
utm_source=facebook.com
utm_campaign=2016_01_01_organic_Campaign1
utm_content=Post Title
utm_id=FB_paid_20160101_Campaign1
utm_term=n/a
dclid=n/a
Social Organic should be...

10. utm_medium=referral
utm_source=facebook.com
utm_campaign=n/a
utm_content=n/a
utm_id=n/a
utm_term=n/a
Social Referral should be...

11. Excel workbook
(future data only)
bit.ly/utm-tagging-examples

12. Note: Using 5 GA profile filter fix on a
new GA profile view (rather than re-tag)
1.Source=^Facebook(.com)?
Campaign=.*_paid_.*
CampaignCode=$A1
2.Source=^Facebook(.com)?
Campaign=.*_paid_.*
AdContent=$A1
3.Source=^Facebook(.com)?
Campaign=.*_paid_.*
Output Source=facebook.com
4.Medium=^Facebook(.com)?
Campaign=.*_paid_.*
Output Medium=sm
5.Medium=^Facebook(.com)?
Output Medium=social
(future data only)

13. GA setting: Goals

14. Time spent + Pages/session
goals are not good macro KPI`s

15. Instead...
Enable Smart Engagement Goals

16. Enable Smart engagement Goals

17. Check country

18. Check URL based country filter working as
confliction data in GEO-ip report...

19. setup contentGroupings
PostCategories & PostType (e.g. blog post, video content, white paper, infographic, etc)

20. Example of content groups...

21. Automate reports

22. GoogleSheets for report automation