In digital marketing we understand the importance of tracking. In fact, one study shows that print ads are more likely to engage users and prompt action.
The answer is likely because companies are now used to understanding what their dollars are doing. When print, TV and billboards were the primary ad spots, attribution was not an easy task, but today companies have built a habit of understanding how much revenue is generated by their ad spend dollars thanks to the Internet and Google Analytics. This would then mean that the traffic is classified as Direct, which is not a fun traffic source to analyze or understand in Analytics.
Or maybe the user does a Google search for the brand and clicks on one of their pages in the search results, which would classify the traffic as Organic Search. Unfortunately, both of these metrics are wrong.
The print ad should get the credit for bringing the user to the site. So how can we track these print ads digitally? To help make sure you can track your print ads digitally in Google Analytics so that you can better analyze the success of your ads, here is the easy four-step process:. You can learn more about creating a vanity URL here. UTM parameters are tracking codes appended to the end of a URL that allow you to customize your tracking sources.
This part is a little technical. This means, taking the example from above once again: entobento. After the redirect is setup, paste your vanity URL into the browser to test the redirect and that the UTM is working properly. Open Google Analytics and navigate to Real-Time reports on the left side.
Select traffic sources to confirm you see the tracking. Below is a screenshot of what the report looks like:. With this practice you will be beyond most companies who do print advertising with little understanding of how their ad performs. Or what the bounce rate is on your business cards?
Get creative. Do you have experience with tracking print ads through Google Analytics? Let us know if you have any questions or thoughts in the comment section below.
Is your traffic declining? Are you not generating enough leads or sales? Schedule a Consultation. Schedule a Consultation If you are human, leave this field blank. Web Design. SEO Audit. White Label. Local Listings.This will ensure marketing query strings are appended to the destination page, so that marketing sources can be correctly tracked. Adding tracking parameters to URLs is an essential part of a marketing campaign strategy, as these tracking parameters enable you to see how your marketing efforts are performing.
However, sometimes it's not optimal to hand out a long link filled with tracking parameters, for example on TV or through direct mail. One solution is to shorten your URL using a service like bit. So, in those cases, the best solution is to hand out a "vanity" URL that is easy to remember and share. Campaign tracking involves adding query strings aka marketing tags to the end of marketing links.
Vanity URLs don't contain any query strings, so instead they need to redirect to a full URL containing tracking parameters. Redirected URL www. Vanity URL redirects should be implemented as a redirect.
There are many methods for implementing redirects, and it will depend on your setup. Substitute in your page names and desired tracking parameters. Note that you don't include the hostname on the first part, but you do on the second. Hi Ana, I have a question here. We can already get the destination, but how can we track which URL the users came through? This is what I want to do, but is there another method? Thanks Ana! Hi Jonathan! Do you mean you have links like mysite.
So for example they would redirect to mysite. GA seemed to strip URL parameters off the pages in the dashboard. I was also concerned about duplicate content. Is that an issue? Also, I saw in another post that you could use instead of?. Is this true?
I think there was one other question about using URL parameters, but cannot remember it. As for usingby default you have to use the? Not there. Am I doing something wrong? Has to be something basic. I will, but yesterday same result. Is that how it is supposed to be or will GA show the parameters? These do get stripped off and interpreted as marketing tags.
The dark mode beta is finally here. Change your preferences any time. Stack Overflow for Teams is a private, secure spot for you and your coworkers to find and share information. I want to track utm parameter in GA. Check out the Google Docs for more info. Learn more. Asked 4 years, 5 months ago. Active 4 years, 5 months ago. Viewed times. For e. I have vanity url xyz. Click of vanity url opens a page in PDF format. Sameer Sameer 67 5 5 bronze badges.
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Thanks Tom, for the suggestion but the problem is that after clicking the vanity url PDF page open. Also, suppose if vanity url is part of email campaign and if a user click the vanity url in the mail then how will it work?
Is it using htaccess rewrite rules or is there a server side page doing the redirect? It is a one of the many vanity url we are running. In this we send email to people with the vanity url link in the email. We want to check which vanity url have been clicked by email receiver.
It is server side page. In a email when user click on vanity url link. It get pass to the server on which it its present or hosted and the PDF opens.In the simplest terms, UTM tracking attaches a custom URL to a source, medium, or campaign name in order to customize tracking. There are five different parameters in a UTM code, three of which are mandatory for tracking to work.
The three mandatory parameters include mediumsource and campaign. The two optional parameters are term and content. You can use content to describe the creative strategy used, the messaging, landing page. A Spreadsheet. It also serves as a repository. Below is an example I created to show how it could work:. A schema as it applies to UTM tracking is simply the naming convention you use. In example 1, your customer was so thrilled with one of your products that you produced a case study on them and posted it to your Facebook account.
In example 2, you mentioned the launch of a product in your monthly newsletter email and tested a couple email layout variations. In example 3, one of your affiliates, named Joe Smith, produces a video demo of your main product on YouTube. In example 4, you run a display ad from AdWords specifically targeting your Canadian market testing two different ad images.
In example 6, you run a full-page print ad in Time Magazine promoting career development at your company with hopes of acquiring great talent. Traditional marketing is still very much alive. Users will usually search your company on Google, which would show up as Organic Search, or go directly to your homepage, which would show up as Direct, but by following the four steps below you will be able to measure a portion of your traditional marketing and make your traffic mix a little more accurate.
Below explains the four-step process:. Vanity URLs should be kept as simple as possible because most of the traffic from traditional marketing will come from mobile devices. So entobento. After setting up the redirect, paste the vanity URL into the browser to make sure both the redirect and the UTM tracking is working. Then, open Google Analyticsnavigate to Real-Time reports on the left side, and select traffic sources to confirm that you see your test traffic:.
Overall, UTM tracking is under rated in the digital world.Written by: Team IMA. Have you ever wondered how brands track their offline advertising TV, radio, newspaper on their website? One way is to create a vanity URL. A Vanity URL is a custom web address that redirects your visitor to a specific domain.
They are used for the sole purpose of tracking offline campaigns TV, radio, print and display ads. The reason the custom URL is essential is because it allows the marketer to differentiate when someone finds your business online by typing your website directly versus someone who finds it through a TV ad by typing the vanity URL that was in the ad.
Vanity URLs also allow you to measure the performance of the offline campaigns which is very important for marketers. Thanks to Google Analytics, you will be able to get a specific report on your offline campaigns that uses the selected vanity URL. Go to the site where you purchased the vanity URL and log in. It is important to get a report with data from your offline marketing campaign.
Work for Us. What is a Vanity URL? The Campaign Name and Campaign Content fields are optional. Final step before launching the campaign: Test It! Now, get ready to rock that campaign! Ideas Money Art.I tell this story because just like vanity license plates, vanity URLs are unique and memorable.
Still not sure if you should use vanity URL best practices for your marketing campaign? Here are five reasons why we think you should implement vanity URL best practices:. As I mentioned in an earlier blogoffline marketing direct mail, print ads, radio, etc. Vanity URLs turn traditional offline campaigns into trackable, actionable, lead generating machines. Believe it or not, things like style guidelines and corporate branding books exist for a very good reason. This provides a lot more leeway for your design, cuts down drastically on your time to market, and frees up more time for you to focus on the campaign at hand.
Learn More. You have a few choices. When a microsite or landing page is tied to your root domain, you can expect to have some lengthy conversations with IT about your unreasonable timelines or their preferences for subdomains vs. This disconnect can bury a time-senstive project under piles of support tickets, unnecessarily long email threads, conference calls, and meetings.
Or, you could cut IT entirely out of the equation they will thank you for this by redirecting a vanity URL to the URL generated by your marketing software. Most of the time this is easy enough for you to do on your own through your domain registrar and marketing tool.
But if you are working with a third party agency or services partner, they can always do it for you as well. Standalone microsites and landing pages with vanity URLs let you engage with users in a focused setting without any outside distractions. The purpose of microsites and landing pages are to add focus to the digital user experience, to make it easy for visitors to quickly find and do what you want them to find and do. Campaigns that drive to a microsite or landing page vanity URL take your audience directly where you want them to go, instead of taking them to a corporate home page with multiple messages.
Not only does this help keep your messaging focused so the audience hears what you want them to hear, but it also makes sure that all the traffic, data, and conversions that come from the campaign can be tied back to your particular program instead of your parent brand. Carefully choose which words you use in a vanity url. Complex words, uncommon words, or unusual spellings can derail the effectiveness of your campaign without it ever having a chance.
Contact Boingnet. Scott Regan, VP of Marketing for Boingnet, is a year Marketing veteran with a focus on digital marketing in the technology industry. Boingnet Blog. Start 60 Day Free Trial. Share This. Share on Linkedin Share. Share on Twitter Tweet. Share on Facebook Share.Vanity URLs contain a domain name which features the brand or a relevant keyword for your business.
These URLs can be used in a multitude of places, such as social media, emails, print publications, and in other offline marketing activities. SignUp Now. Vanity URLs are worth using because they build trust and help you achieve marketing goals.
In order to do this, they should be used correctly. Here 3 guidelines to follow when you are using a Vanity URL or a branded link :. A great number of big and small brands, as well as influencers, have seen the benefit of using vanity URLs.
Here are just a few examples of how brands are using them:. A vanity URL is made up of three sections. It is really important that your domain name reflects the rest of your business to keep your branding consistent and for people to be able to identify the link as yours.
For my personal domain, I picked samowens. This is the hardest part of the process for most people. If this is proving difficult, you might want to check out this blog post. Again, this is a very simple process and it is down to your decisiveness how fast you set up an account.
What is a Vanity URL and Why It’s Important
We have different ones to assign to different content we share. Off the top of my head we have:. Of course, the domains you register will be saved to your account so you can start using them to create vanity URLs. Originally Posted: May 30th, Save Save. Skip to content Linkedin. Samantha Owens. Content Marketing and PR Manager! An unexpected coin collector, untalented lover of sing songs and enjoys anything that could be considered a bandwagon!