What Are the Google Analytics Campaign Parameters?

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Google Analytics Campaign Parameters refers to the tags that you add to your web pages and blogs in order to track how your targeted audiences engage with them.

This activity will prevent you from wasting money on badly performing channels and can also sometimes help you identify new audiences and new customer behaviors that can enable you to drive more leads and business.

Google recognizes five standard parameters or tags – campaign, source, medium, content, and term. This way, marketers can split and compare traffic and engagement by:

  • Campaign name (campaign), where you can give your campaign whatever name you desire
  • Website from where traffic originated (source), where you usually spell the full name of the website, like twitter.com
  • Traffic type or digital channel (medium), where you usually segment your traffic into social-organic, social-paid, email, display paid, etc., so you can compare which channel was the most successful one
  • Content type (content), where you can compare blogs versus landing pages
  • Term – used to track several versions of the same ad, several keywords associated with the same ad, several versions of the same link in email (hero image versus button versus text link), etc.

You can find a much more detailed explanation about these Google Analytics parameters here.

To ensure its platform knows how to track these properly, Google adds a set prefix or code to them, in the form of “utm_”. Thus, if you want to manually build a link that has all the above parameters or tags, it becomes a bit burdensome. Therefore many marketers today use campaign builder tools – to eliminate errors while setting up the parameters and to save time.

Where you can see your Content Tag in Google Analytics