Use the Google URL Builder for Social Tracking and Attribution

In a previous blog post I discussed the importance of Campaign Tagging in Email Marketing. I covered the basics behind the practice and the various uses for the different UTM parameters. With the explosion of social media sharing options available, it’s more important than ever to include tags in order to attribute traffic to your site to the appropriate online source.

Google’s URL Builder should definitely be in any search marketers toolkit. It’s easy to use and extremely flexible, meaning you can tag a link in seconds and customize the campaign name to suit your needs. Best of all, once properly tagged, you’ll have all the session data to review in Google Analytics Source/View Report with Campaign as a secondary dimension or within Real-time Analytics.

Not sure what to use for a campaign name? If personal attribution is what you’re after and you have a username that you use across social media sites, you could consider starting there. Or you could directly relate it to the content on the page you are sending visitors from, as I did on the link above to my article: “utm2015”.

While adding campaign tags is an extra step in the process, it opens the door to a plethora of marketing statistics that can save you time and money in the long run. We highly recommend using them as often as you share links to your site. While you’re at it, why not use Google’s URL Builder and save yourself some time?

The Google URL Builder.