With so many marketing tools and analytics platforms, you may sometimes feel helpless trying to understand what’s going to actually help you connect the dots – or connect a Tweet, to a sign up, or to a sale.
However, while Groups are great for organizing buckets of links on a high level, tracking tags allow you to get much more granular information for each individual link. With the newest update to Genius Link, we’re excited to announce that we’ve updated the original link tagging option to include 4 new tracking tag categories, and the ability to use those tags as UTM parameters!
If you’ve used our tracking tag feature before, you may have noticed that there was only one option. Originally, this could be used to indicate where you would be posting your link. With the newest changes, we thought this tag needed a proper name, so we’ve decided to re-label it as the “Source” tag. Don’t worry though, all of your existing tags should continue to work just fine! They’ve just be moved to this new category.
The “Source” category will also now be joined by 4 new categories to further improve granularity, seen below:
- Campaign: This is the large scale effort, or reason, you’re creating a link. Examples might include “summer-promotion” or “meetup-group” or “bill-nye” (if you just happen to have a promotion with Bill Nye running).
- Source: This is the place people are coming from. Use this to represent where you will be posting the link. Always use a lowercase version of the domain. Examples: “growthhackers” “inbound” “facebook”.
- Medium: This is the type of post you are sharing, such as “post” as a generic answer, or “blog-comment” if you are putting this in the comments of someone elses blog, or “quora-answer” if you answered a Quora question.
- Term: The keyword used in the ad. Especially handy for AdWords ads to differentiate between keywords.
- Content: Use the keyword in the headline of an image ad, or the “theme” of the Facebook ad for this parameter. For example, maybe your call to action is “GeteBook” vs “SubscribeNow.” Use those as CTAs in this parameter.
Here’s a brief example of how the new tracking tags can be used, and why you should be using them!
Imagine this: You’re promoting a new book through two channels, Facebook and your blog, and you are sending visitors directly to a third-party store where they can purchase it. You would love to know which channel is more effective, but you can’t see the store’s analytics. Tracking tags allow you to compare those two channels! You would create two links, one for Facebook and one for your blog. For one of the links, you would add a tag for “Source” called “facebook”. For the other, you could add one called “myblog” (or however you want to refer to it).
After publishing your two ads and getting some clicks, we’ll track the clicks flowing through each one and also attribute clicks to the tags you added. In your dashboard, you can compare each link against the other, and you can also compare the two channels, which can be useful if you have more than one link for each.
Now, what if you decided to add a banner ad to your blog, in addition to the link you published in one of the blog posts? It would be helpful to know if it is generating better results. So, you can create another link, using the same “myblog” tag you used before in the “Source” field, but this time you would also add a value for “medium”. You could call it “banner”.
With this info, your dashboard is starting to become a marketing analytics super-tool! You can still compare results between Facebook and your blog as a whole, but you can now also compare different placements within your blog. Later in the year, you might want to promote your book through the same channels, but offer a “Summer Discount”. You could add a “Campaign” value of “summer-discount” and compare it to other promotions.
We haven’t even touched on the other tags available, but by now you can hopefully see how tracking tags can give you insights into your outgoing traffic, and what those mean for improving for your marketing strategies online!
UPDATE: As of July 27th, 2017 all 5 Tracking Tag fields you add to your links should properly be reported on within the Reporting Engine and in the Home page Performance graphs!
Use your tags as UTM parameters
For our Plus and Power Plan users who wish to combine the power of Genius Link Reporting with Google Analytics, you can now add your website as a UTM-compatible domain, so that all links going to your site will automatically have your tracking tags appended to your link as UTM parameters! This means that information about your traffic will be stored inside Google Analytics as well, allowing you to easily track your off-site to on-site marketing efforts through to conversion.
To enable UTM parameters for your links, you will need to specify which domains you will be driving traffic to. If you have a Plus or Power Plan, you can access this interface in the Tools section of your account.
Note: UTM parameters will only be appended to links that go to domains you own, since they only add value for you if you have Google Analytics installed at the link destination. However, you can still get the benefits of UTM’s for all links! We report on all these tags and their clicks in your Genius Link dashboard, whether the links go to third-party sites, or your own.