Nick Rennard
By Nick Rennard | Analytics, SEM | September 10, 2015

How to Use the Google Analytics URL Builder

Google Analytics URL Builder:

There are a myriad of different data points you can track within marketing campaign. For example, it’s useful to see that an advertising campaign is generating conversions, but how do you find out exactly where those conversions came from? What keyword triggered the conversion? What ad? What ad group? What landing URL? Without using the proper tools, tracking this data can be extremely complicated. However, by using UTM codes to help us track our traffic we can simplify and organize all of these data points to help us make more insightful marketing decisions.

What Is a UTM Code? What Does It Do?

UTM stands for Urchin Tracking Module. A UTM code is attached to your URL, and then it can track the source, medium, campaign name, keyword, and a boatload of other variables related to your AdWords or other marketing campaigns. This allows you to create different UTM codes for each of your campaigns that will let you collect individualized performance data.

How Do You Use It?

The most common way of generating these kinds of UTM codes is by using the Google Analytics URL Builder. You can also create these manually once you have more experience with them, but using the tool is extremely helpful when you’re first starting out. There is also a great article at Econsultancy about using the URL builder. I’ll cover the basics for entering in the appropriate information. If you click on the first link I provided and scroll down you’ll see a URL Builder Form that looks like this:

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You’ll see various sections that you need to fill out. Let’s pretend that our company, Digital Reach Agency, wants to track our PPC brand name campaign traffic on Bing. To do this we wouldn’t need to fill out all of the boxes, but rather just the ones that are relevant to what we want to track. The four fields we would need to fill out in the above section would be the URL (, source (Bing), medium (cpc), and the campaign name (brand name). Then click Generate URL, and it will create a URL string that looks like this:

Final Steps for URL Tracking

All you would need to do at this point is replace your landing URLs in the brand name campaign on BingAds. You can use the URL string that the Google URL builder gives you to track each of these data points. Now whenever someone clicks on the link, it’ll track that the person came from BingAds through the brand name campaign. This will help you analyze the performance of these campaigns by knowing where your traffic is coming from. There are also various other things you can track, such as keywords, ad copy, etc. Feel free to fill out the fields as granularly as you need to for your advertising campaigns.

Happy Advertising!

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