不需手動設定即可追蹤的來源包括:Organic(有機流量), Referral(推薦流量)和 none(直接流量), 需動設定才能知道的來源包括: e-mail, display(例如Banner)和social(例如社交平台)
客製化活動可以幫助管理者發現直接流量來自於哪裡. 讓管理者可以知道如何更有效率的吸引使用者.
管理者可以透過Google Analytics 所提供的網址產生器(URL Builder) 將參數加到要追查的網址中, 這網址可能正在進行某個網站的活動, 例如廣告, APP, 或是電子報. 之後管理者便可以從Google Analytics 報表中查看從各網址來的流量狀況.
Google analytics 共提供五種參數, 讓管理者可以加到網址中:
1. utm_source: 定義流量的來源,來自於某個特定廣告,某個特定網站, 或某個電子報等等,例如: google(某個搜尋網站的名稱), facebook.com(某個推薦網站), 夏季促銷電子報(某個電子報), 直接流量(來自於使用者最愛)
2. utm_medium: 定義流量的媒介, 來自於Banner, 電子報之類的, 例如:(organic(有機流量, 非付費搜尋), cpc(付費搜尋), referral(推薦網站), newsletter(電子報), none(使用者直接打入網址, 或從我的我的最愛書籤)
3. utm_campaign: 定義流量的活動名稱, 例如促銷代碼, 促銷名稱等等
4.utm_term: 定義付費搜尋的關鍵字, 若管理者手動設定某些付費關鍵字, 可以將其加到網址中, 看是從哪個關鍵字導入流量.
5.utm_content:定義流量來源的內容. 例如使用兩組不同的文案, 放在相同的電子報中, 就可以看出哪一組文案較受歡迎.
設定好的客製化活動網址範例如下:
- http://www.example.com/?utm_campaign=spring&utm_medium=referral&utm_source=exampleblog
- http://www.example.com/?utm_campaign=spring&utm_medium=email&utm_source=newsletter1
- http://www.example.com/?utm_campaign=spring&utm_medium=email&utm_source=newsletter1&utm_content=toplink
課程習題(官網4.5單元)
- Using the URL Builder in the Help Center and the details below, create a tagged URL that you would use for your Fall Sale email campaign. Then, complete the questions that follow to review what you learned in this lesson.
1. Destination URL: http://www.mysite.com/landingpage
Source: newsletter
Medium: email
Campaign Name: sale
Campaign Content: promo1
Source: newsletter
Medium: email
Campaign Name: sale
Campaign Content: promo1
- Enter the tagged URL that you created for the campaign above here:
解答: 管理者可以到網址產生器(URL Builder)輸入相關資料即可產生
2. Which of the following traffic mediums are automatically tracked by Google Analytics without extra tagging or account linking?
Check all that apply.
Check all that apply.
A.search
B.referral
C.cpc
D.organic
E.email
F.display
G.ppc
H.(none), when the traffic source is "direct"
C.cpc
D.organic
E.email
F.display
G.ppc
H.(none), when the traffic source is "direct"
解答: B,D,H; 不需手動設定即可知道的流量是organic, refferal和none(直接流量)
3. Which campaign tracking variables should you always use when manually tagging a URL?
A.utm_content, utm_campaign
B.utm_source, utm_medium, utm_campaign
C.utm_source, utm_content
D.utm_campaign, utm_adgroup, utm_term
B.utm_source, utm_medium, utm_campaign
C.utm_source, utm_content
D.utm_campaign, utm_adgroup, utm_term
解答: B;需要手動設定的參數共有五種, 故選B
4. Which of the following should you manually tag with campaign tracking variables?
Check all that apply.
Check all that apply.
A.Banner ads
B.AdWords campaigns
C.Referrals
D.Organic search traffic
E.Non-AdWords CPC campaigns
F.Email campaigns
C.Referrals
D.Organic search traffic
E.Non-AdWords CPC campaigns
F.Email campaigns
解答: A,E,F; 需要手動設定的包括:display(banner), social(non-adwords CPC campain), e-mail(e-mail compain)
5. Which is the recommended parameter for identifying different versions of an ad?
A.utm_ad
B.utm_medium
C.utm_creative
D.utm_content
A.utm_ad
B.utm_medium
C.utm_creative
D.utm_content
解答: D; utm_content可以顯示不同廣告內容(例如文案)的效果
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