Understanding The Google Analytics URL Builder

Anyone who has run a campaign to drive traffic to their website will know the importance of adding Google Analytics Campaign Tracking to the links in their campaign to allow them to better monitor the performance of the campaign.

google-analytics-url-builderThese ‘tags’ that you add to links back to your site allow Google Analytics to group all the data that comes through via the URLs with the tagging and groups the data in the ‘Traffic Sources > Campaigns’ section for easy analysis.

One of the problems with this technique is that people forget what the URL tags are or do not understand how to add them to their URLs properly. Luckily Google have provided an answer for this query by creating an easy to use tool that helps you to generate links for your campaigns. We shall call it the Google Analytics URL Builder and it can be found here:


It is a simple 3 step process that turns your current campaign URLs into Analytics optimized campaign URLs.

Here is what you do:

  • Firstly you will need to locate and copy the URL of the page that you would like to add tracking to.
  • Once you have your URL, paste it into the field in Step 1 of the URL Builder.
  • For step two you have to decide on the content of your tags, it is important to make your tags meaningful so that you can understand them when looking through your Analytics data. Only 3 are mandatory however it is good practice to fill in as many as possible.
  • Campaign source: In this  field it is a good idea to enter the location of where people are going to be clicking the link. E.g – Newsletter, Blog.
  • Campaign Medium: In this field you want to enter the medium in which the URL was delivered to the users. E.g – Email, Banner ad.
  • Campaign Term: If you have a keyword associated with your campaign, then enter it in this field.
  • Campaign Content: Many campaigns have several variations, you would enter the variation/content of the campaign in this field. For example if you have 2/3 banner ads for your campaign, you can add the name of the banner to this field and give each banner a unique tracking code to understand which banner is performing the best.
  • Campaign Name: Finally you just need to give your campaign a name. It is a good idea to make this understandable but remember that it is going to be included in the URL so their is a chance that your users will see it so make sure it is something that you do not mind other people seeing.
  • Now hit the ‘Generate URL’ button and you will be provided with the URL for your campaign.
  • Add the URL to your campaign and begin collecting valuable information about how your campaign visitors are interacting with your website.

I believe that these campaign tracking URLs are essential when running campaigns to drive traffic to your blog, they allow you to very quickly get an understand for what is and is not working.

Have you used the Google Analytics URL Builder? Do you tag your URLs? Are you having problems with the URL builder? If so then post them below and I will do my best to help you out.