Doing contextual advertising without UTM tags is tantamount to searching in a dark room. Even if you have a lot of requests from advertising, you still need to know in more detail how exactly you were found in order to optimize your work and get even more requests. If advertising does not work well, then it is absolutely necessary to have detailed knowledge. In this article, we'll show you how to tag traffic from Google contextual advertising.
We have already talked about and. In case of Google AdWords, this process looks a little more complicated, but, of course, there is nothing unrealistic.
First, let's decide which tags in Google AdWords should be used in general.
- utm_source- advertising source; for advertising from Google it is enough to register simply google;
- utm_medium- type of advertising, different options are possible: cpc, cpm, banner, email, but we are interested in contextual advertising cpc;
- utm_campaign- room advertising campaign or its name;
- utm_content– this label informs about which advertisement was followed by the transition (you can insert the number of the advertisement here);
- utm_term– the key request on which the transition was made.
Adding tags to Google AdWords at the campaign level can be done by going to settings ( Settings - Edit - URL Options).
In the label settings there are dynamic parameters, which will be inserted into the tag automatically, depending on which keyword or campaign the transition was from. Dynamic parameters are displayed in curly braces, and in order for the necessary data to be substituted in them, you need to use tracking template.
It is necessary to enter a value in the corresponding field with all the labels that we need. Given the list of tags we provided above, the tracking template might look like this:
(lpurl)?utm_source=google&utm_medium=cpc&utm_term=(keyword)&utm_content=(creative)&utm_campaign=(campaignid)
When filling out the tracking template in this way, the keywords, ad, and campaign will be filled in automatically. However, you can write them manually. For example, for RK you can write after " utm_campaign=" name of the campaign in Latin.
If you are working through , then upload the campaign to a csv file and paste the tracking template in the column Tracking templates.
Issuing UTM tags for display networks
For advertising on Google partner sites, it makes no sense to use the tag utm_term, since it denotes a keyword, and when switching from the CCM, they have no meaning. It will be much more useful to determine from which site the transition was made. Therefore, instead of utm_term=(keyword) it makes sense to put a label like this:
placement=(placement)
Thanks to it, you can find out on which pages ads are placed.
UTM tag generators for Google AdWords
Of course, in addition to manual labeling, there is also an automatic one. Services that create tags include:
- ppc-help.ru/utm_generator.php
- tools.yaroshenko.by/utm.php
- gaurl.ru
However, the use of such services is more suitable only for small campaigns.
Do not miss:
UTM tags in Google Adwords - what are they for? In this article, I will not describe in detail the meaning of using UTM tags, a lot has already been written about this. Most often, I use UTM tags in Adwords, primarily in order to analyze traffic from this system in Yandex Metrica, which gives me the opportunity to compare effectiveness keywords edvordsa and direct in one place. However, there are many other reasons to use UTM tags, for example, traffic by UTM tags is also convenient to analyze in Google Analytics, in addition, statistics on UTM tags are often used in various services for working with contextual advertising like external systems statistics or conversion tracking.
Or, for example, you can set up dynamic substitution of content on the site, depending on the UTM tag in the link, for example, substitution of the page title depending on the text of the keyword that the visitor came to your site.
My UTM tag for Adwords looks like this:
?utm_source=google&utm_medium=cpc&utm_term=(keyword)&utm_content=(creative)
where
utm_source=google indicates the source of the transition,
utm_medium=cpc- the fact that the transition is paid, cpc is short for cost per click (pay per click)
utm_term=(keyword)– in place (keyword) Adwords will substitute the keyword that the visitor clicked on
utm_content=(creative)– in place (creative) Adwords will substitute the ad number, the link from which the visitor came.
In the first two labels, we have the values \u200b\u200bprescribed - google and cpc. These values are statistical, that is, they do not change, but are transmitted as we wrote them. Tags { keyword) and { creative) are dynamic parameters, that is, the values in curly brackets will be replaced by the values generated by Adwords. It is worth noting here that in my yutm tag there are far from all the parameters that can be passed by Google, among them there may still be such as (network)– which indicates the type of site from which the visitor arrived, (placement)– the name of the site from which the user came (relevant for the CCM), (adposition)- where in the search was the ad that the user and many others clicked on.
Basically, there are only two ways to add UTM tags to AdWords: 1. Add them via a tracking template. 2. Register them manually in each link in your ads. In this case, it is recommended to use the tracking template, since the option with manually adding UTM tags to links has a number of disadvantages:
- When you change the UTM tag in the ad link, Adwords will assume that you have changed the entire ad, which firstly means resetting all accumulated statistics for this ad, and secondly, its re-moderation.
- The presence of each ad, albeit the same, but separate UTM tags, increases the likelihood of errors during mass editing of these ads. Plus, you will need to set UTM tags not only for links in ads, but also for all other extensions that have urls, such as sitelinks, which also increases the likelihood of errors.
ProstavkaUTMtags using a tracking template
Sample AdWords tracking this is a special field for the text that will be added to the link from your ad. Thus, if we write our UTM tag in the tracking template in the settings of a company, we ensure that it is present in all links of all ads that are included in this company. The tracking template in AdWords can be set at the level of:
- whole account
– companies
- ad groups
- ads
- keyword
That is, if we set a tracking template at the account level, this will mean that the content of the template will be added to all links from the ads of our account, company - company ads, ad - group ad links, and so on. In this case, the priority is from lower to higher, for example, in a situation where we have a template set both at the level of the ad and the company that this ad belongs to, while the templates are different, the ad template will be put in the ad link.
Here I will describe two ways to apply UTM tags through the tracking template:
Putting UTM tags through the Adwords web interface
Unlike Yandex Direct, many bulk editing operations are conveniently and quickly done through the Adwords web interface. Including putting UTM tags through the tracking template.
UTM tagging at the account level
In the left side menu we find the link "Shared Library", then on the right we find the link "URL Options". Click change opposite "Tracking template" and write there (lpurl)?utm_source=google&utm_medium=cpc&utm_term=(keyword)&utm_content=(creative), structure, which consists of (lpurl)– the address of the page to which the link from our ad goes and the UTM tag. From now on, all links in our company will be assigned this combination of tags.
Here you can also additionally check the performance of the tags: click on the “check” button and get a list of ready-made urls with tags.
UTM tagging at the company level
UTM tagging at the ad level
When creating a new ad, click on the plus next to the item Ad URL options (optional) below the description line. A number of additional fields will open, among which there will be the familiar Tracking Template, where we need to register our UTM tag.
Putting UTM tags in the tracking template viaAdWords Editor
UTM tagging is even easier with AdWords Editor. Open the editor, select the company we need in the upper left window Companies(it must be previously loaded into the editor from our account), then in the lower left window Control select the element to which we will assign the template - it can be a company, ad group, ad, keyword or ad extensions. Next, in the lower right window we find the tab OptionsURL, and write there the UTM label already known to us
Manual settingUTMtags in each link
If, for some technical reason, you cannot use the tracking template, or you need the initial presence of UTM tags in the links of your ads, then this task is easily solved standard means Edwards.
AddendumUTMlabels for links through the web interfaceGoogle AdWords.
In the left column, select the company whose links we want to assign a UTM tag to, then the Ads tab, check all or several ads, click the "edit" drop-down button. After that, a menu will open in which we need to select the item "Edit ads"
Next, in the window that opens, select "Replace", select the element we need, where we add the label - "Final URL", and also note that we want to add our UTM label after the existing link text. This time, our label will look a little different: ?utm_source=google&utm_medium=cpc&utm_term=(keyword)&utm_content=(creative), because we removed from it (lpurl).
AddendumUTMtags to links throughAdWords Editor.
In the left windows we select the company and the level of ads we need, then in the main window we select ads to the links of which we will add tags. Above the ads, click the "Edit" button, in it select the "Edit URL" item
In the window that opens, select the part of the ad in which we are making the change, in our case this is the final URL, select the tab "Add", and insert the already familiar UTM label
Utm tags is a tool that helps to transfer additional parameters about the traffic source to the analytics system.
We already talked about utm tags in the article utm tags for direct , now we will talk about utm tags for google adwords and .
Table of dynamic parameters for Google AdWords
| Parameter | Description | Meaning |
|---|---|---|
| (network) | Site type: search or context | g(google search), s(search partners) or d(KMS) |
| (placement) | Playground, only for KMS | Venue address |
| (adposition) | Ad position | 1t2(page 1, top, space 2), 1s3(page 1, right, location 3) or none(KMS) |
| (creative) | Unique ad ID | 16541940833 (to see the identifier in AdWords, add the corresponding column in the tab) |
| (matchtype) | Keyword match type | e(exact match), p(phrasal) or b(wide) |
| (keyword) | Keyword | Keyword |
| (device) | Device type | m (mobile phone), t(tablet PC) or c(computer, laptop) |
| (device model) | Make and model of device | Apple+iPhone |
| (copy:additional link) | Text of additional links or product information. Instead of a word after the colon, you can write any value that you want to display if the condition is met. | Additional link |
| (ifmobile:mobile) | Display on a mobile device. Instead of a word after the colon, you can write any value that you want to display if the condition is met. For example, typing (ifmobile:1111) will display 1111 in the link. | mobile |
| (ifnotmobile:notmobile) | Display is not on a mobile device. Instead of a word after the colon, you can write any value that you want to display if the condition is met. For example, typing (ifnotmobile:2222) will display 2222 in the link. | notmobile if the click came from a contextual ad |
| (random) | Random ad number (64-bit number no more than 18446744073709551615) | 18446744073709551611 |
| (target) | Placement category (for placement targeting only) | Placement category (for example, cooking) |
| (aceid) | Identifier of the control or experimental group | 1S587 |
| (param1) | First configurable parameter | The value of the first parameter for the passphrase |
| (ifsearch:search) | Display on search | search |
| (ifcontent:content) | Display in the GMS | content |
| (adwords_producttargetid) | Target product unique ID (only for product-targeted campaigns) | 1bf2351c6473 |
| (adtype) | Ad unit type (product-targeted campaigns only) | pla(sales ad), pe(extension " Additional Information about the product") |
The Google AdWords ad login page will look something like this:
http://www.site/?utm_source=google&utm_medium=cpc&utm_campaign=kampaniya-gruppa&utm_content=soderzanie&network=g&placement=none&position=1t2&adid=16541940833&match=b&keyword=keyword
http://www.site/?utm_source=google&utm_medium=cpc&utm_campaign=kampaniya-gruppa&utm_content=soderzanie &network=(network)&placement=(placement)&position=(adposition)&adid=(creative)&match=(matchtype)&keyword=(keyword)
Using utm_nooverride
Sometimes there are tasks where it is necessary to ignore the last source of the user's transition to the site.
For example, initially the user entered the site through a search engine, but at one of the stages of placing an order, it is required to confirm the mail. After confirmation, the user is redirected back to the site, where he successfully completes the order.
In this scenario, Google Analytics will count the conversion behind the last source, i.e. the “email” channel, even though search traffic led to the conversion.
To fix such errors, you can use the utm-tag "utm_nooverride", which allows you to ignore the transition initiated by a link with this parameter.
Thus, if the user initially came from the search results, and after confirming the mail, he followed a link that looked like this:
website/?utm_nooverride=1
and made a conversion, then the conversion would be credited to the previous source, i.e. the last transition source would be ignored.
Creating tags in market and google merchant uploads for online stores
Don't forget to add utm tags when creating xml upload files for these services. This will allow you not to lose this information in analytics systems.
Http://site.ru/product/fire/?utm_source=YandexMarket&utm_campaign=smartfon&utm_medium=cpc&utm_term=nazvanie-tovara
- utm_source - price aggregator
- utm_campaign - campaign name
- utm_medium - traffic source (cpc (cost per click) - pay per click)
- utm_term - keyword
Using these tags, we send information to Google Analytics about the traffic source (utm_source, utm_medium), product category (utm_campaign), product name (utm_term).
UTM tags in final URLs, customizing the tracking template
Probably the most convenient difference between Yandex direct and google adwords is that in the latter you can prescribe a template for utm tags immediately for your account.
To do this, adwords uses tracking template.
What is a tracking template?
The tracking template is used to insert the necessary data into the dynamic parameters of advertising campaigns.
landing page url: http://mysite-example.com/avto?utm_source=google&utm_medium=cpc&utm_term=(keyword)
http://mysite-example.com/avto(example) - landing page
utm_source=google&utm_medium=cpc&utm_term=(keyword) – tracking parameter
To get the tracking template add { lpurl}
Accordingly, we get a tracking template that looks like this:
(lpurl)?utm_source=google&utm_medium=cpc&utm_term=(keyword)
(lpurl) – this is the parameter that the target page is substituted for.
To do this, go to Shared Libraries -> URL Variants
Adding to a levelcampaigns, this is also the top level
We click on the campaign, go to the Settings tab and at the very bottom "Campaign URL options (advanced)" we can add our parameter
Similarly, we set up at the level of ad groups and keywords.
How to customize UTM and set tracking template in google adwords using editor?
I will describe the simplest method and the one that I myself use all the time - using the AdWords Editor program.
We select the finished file with the points for the Republic of Kazakhstan that we want to download from the exel file. In my case, these are ads for adwords. Notice the column Tracking templates This is our ad-level tracking template.
Thus, it should be noted that UTM tags should be put down in all advertising sources.
Here is an example:(lpurl)?utm_source=google_(ifsearch:search)(ifcontent:context)&utm_medium=cpc&utm_campaign=cid_(campaignid)&utm_target=(target)&utm_group=gid_(adgroupid)&utm_content=aid_(creative)&placement=(placement)&utm_term=( keyword)
For example, at the account level, you need to tag all campaigns the same, but one or two need to be highlighted differently or some other tracking parameter added.
It is also convenient to set up a special parameter through the Adwords Editor at the campaign, ad group, ad itself, and keyword levels.
Let's take the example of setting custom options at the keyword level.
In the Google Adwords Editor, go to the tab keywords - URL variants and enter your special parameters.
You may have your own parameters that you want to add to the special tracking parameters.
How to correctly set UTM tags in the CCM?
For KMS, we do not indicate utm_term and insert a label instead placement=(placement) at the end of the label , since there are no keywords there, but you can make your own parameter and put placement=(placement)
What is the point?
In the GCM, if we place our advertisement (banner) on partner sites, then there are no keywords there, because the advertisement is simply placed on some pages. Therefore we insert (placement) to know where these pages are located.
UTM tags are arbitrary parameters
I would like to remind you once again that the values of these labels can be absolutely anything. It all depends on what is important for you, what you want to analyze. The main thing to understand is that there are only 5 types of them, but you can put any information you need in them.
Hello dear internet marketers!
Starting July 1, 2015, Google AdWords accounts will use updated URLs instead of target URLs.
Why is Google making these changes?
Prior to July 1, 2015, all URL tracking tags were set at the ad level in the destination URL. When the tags were changed, the system treated your ads as just created and, accordingly, sent them for moderation with statistics reset. Updated URLs help avoid this issue. In general, the update allows:
Provide the ability to use the full range of Value Track options
Speed up the loading of your site when you click on an ad.
Innovation features:
Tracking priority will always be given to the more detailed low tracking pattern.
To use tags, you must have a tracking template that contains dynamic parameters such as campaign name, ad groups, or keywords.
What is a tracking template?
Tracking Options
The tracking template would be: (lpurl) ?utm_campaign=campaign1&utm_source=google
(lpurl) - dynamic parameter, which will be replaced by your landing page.
Customizing the Tracking Template at Different Levels
As mentioned earlier, tracking templates can be set on different levels.
Account level (top level)
Select "Shared Library - URL Options" from the menu on the left
Set the tracking template in the window that opens.
Campaign level (top level)
Select a campaign on the left in the menu and go to the “Settings - All settings” tab
At the very bottom of the page, go to the “Campaign URL options (advanced)” section
Ad group level (top level)
Ad level (low level)
Keyword level (low level)
Add a Tracking Template column
It's important to know:
If the tracking template is registered at the top level (account, campaign, ad group), then future changes to the template can be made without losing data and moderation.
If the tracking template is set at a low level, then future changes to the template will result in data loss and moderation.
A template set at a lower level will always override the upper level template. For example, if the template is set at the account level and at the campaign level, the campaign level takes precedence. If the template is configured at the account or campaign level, but at the same time at the keyword level, then the template settings for keywords will take precedence.
Transition methods
Google assumes four cases of redirecting to updated URL links.
1. You don't use tracking tags in your ads
If you do not use manually entered tags, the system will automatically update your links. When creating ads, by default the "Destination URL" function will be selected instead of "Destination URL". At the same time, the statistics will be preserved, and the ads will not be moderated.
2. You are using manual tracking tags
In this case, you must wait for the automatic transition, or use the bulk update tool inside your AdWords account. To use this tool:
1. Sign in to your Google AdWords account
2.Go to the "Ads" tab
3. Select all ads and click on the "Edit" button
4.Select “Update Target URLs
AT this case the system itself will create a tracking template and transfer your tags there. At the same time, the statistics will be saved and ads will not be moderated.
3. You are using manual tags and want to write your own tracking template.
utm_campaign=campaign1&utm_source=google- tracking options
The first way is to update the url at the ad level.
1.Go to the “Ads” tab, select an ad
3.In the Tracking Template field, paste the template (lpurl) ? utm_campaign=campaign1&utm_source=google
Go to the "Ads" tab and select all ads
This tool allows you to easily add campaign parameters to URLs so you can track Custom Campaigns in Google Analytics.
Enter the website URL and campaign information
Fill out the required fields (marked with *) in the form below, and once complete the full campaign URL will be generated for you. Note: the generated URL is automatically updated as you make changes.
More information and examples for each parameter
The following table gives a detailed explanation and example of each of the campaign parameters. To learn more, check out the links in the section below.
|
Campaign Source |
required. Use utm_source to identify a search engine, newsletter name, or other source. Example: google |
|
Campaign Medium |
required. Use utm_medium to identify a medium such as email or cost-per-click. Example: cpc |
|
Campaign Name |
required. Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign. Example: utm_campaign=spring_sale |
|
Campaign Term |
Used for paid search. Use utm_term to note the keywords for this ad. Example: running+shoes |
|
Campaign content |
Used for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL. Examples: logo link or text link |