Google Analytics: How to Set Up Revenue Tracking With Custom URLs Using UTM Parameters

  • How to set up revenue tracking in google analytics using a custom URL

Do you need to track the revenue that your site generates on a custom URL? Do you need to set up affiliate tracking using Google Analytics?  For example, say you want to track all the revenue that you generate from your Twitter account.  You can create a URL that you use in your Twitter account that will be identifiable in Google Analytics.  Here are the instructions to –

  • create a custom URL that will be appended with parameters for identifiable campaign data
  • create a report which will email out a summary CSV of this sales activity on a weekly basis.

Background

I want to promote a partner’s website on social media and in email campaigns.  My partner and I need to track the sales that are generated from my social media and email marketing campaigns.  I need to link from my posts / emails directly to the partner’s website.  Thus, I need to create custom URLs with specific parameters that will identify the traffic as originating from my sources.  Essentially, I need to hack together an affiliate revenue tracking system using Google Analytics.

To accomplish this, we will use UTM parameters (UTM: Urchin Tracking Module…funny name).  This is basically special code added to the end of the URL which Google Analytics will recognize and track, but won’t affect the actual destination or web page display.

For example, we may want to link to –
https://www.efowl.com
and add tracking parameters to it. We append the URL with tracking code such as –
https://www.efowl.com/?utm_source=austinjohnson&utm_medium=referral&utm_campaign=bloglink

Here, we have added the following parameters –

  • utm_source=austinjohnson – this is basically the website, organization, or company that is linking to eFowl.
  • utm_medium=referral – this is the type of traffic that is coming to eFowl.
  • utm_campaign=bloglink – this is the name of the campaign to track all the inbound links in.

By adding these parameters to the URL, we can measure and track the user behavior.

Assumptions

For these instructions to be applicable, I am assuming the following –

  • You have Google Analytics installed on your website
  • You have Enhanced Ecommerce Tracking set up, such that your site is tracking overall revenue.

Instructions

How to set up revenue tracking with custom URLs using UTM parameters, and create an emailed report of the results.

For these instructions, I will be setting up a trackable link to https://shop.googlemerchandisestore.com/ .

  1. Create the URL with the parameters you want to track.  Use Google Analytics’ URL builder, which will ensure you have everything set up correctly.  The only required parameter is Campaign Source, but you may want to fill in additional fields for a more granular analysis.  My URL is – https://shop.googlemerchandisestore.com/?utm_source=efowl&utm_medium=affiliate&utm_campaign=efowlsocialemail

    Create your parameters using Google’s tool

  2. Now, go to your main Google Analytics view, select “Conversions” on the left hand menu, then select “Ecommerce” on the sub-menu, and finally “Sales Performance”.  You will see all the sales that have came in on your website at the transactional level.

    Conversions -> Ecommerce -> Sales Performance

  3. Next, we need add in the secondary dimension of campaign, which we have a specific parameter of efowlsocialemail to track. Click on “Secondary Dimension”, then select “Advertising”, then select “Campaign”.  Now, each transaction has the associated campaign displayed (many of these will simply say ‘(not set)’, as the transaction has no campaign associated with it.

    Secondary Dimension -> Advertising -> Campaign

  4. Now, we need to add in the custom filter to only display the transactions with efowlsocialemail as the parameter. On the right side of the page, just above the main table, select “advanced”.  This will bring up the advanced filter options.  From left to right, set the fields as “Include”, “Campaign”, “Containing”, and then type in “efowlsocialemail” as the parameter.  Click “Apply“, and you will only see transactions with the associated campaign parameter (if any).

    Set the advanced filter to Campaign containing efowlsocialemail

  5. Now we need to set the timeframe in the upper right to the past seven days.  Click the dates in the upper right, and in the Date Range dropdown select “Last 7 Days”.  You can set the timeframe to whatever you wish, but for my purposes I needed a report that would email on a weekly basis and show the previous 7 days.

    Set the timeframe to be the past 7 days.

  6. Next, we need to set the number of records shown in the view such that each transaction ID is visible, rather than just 10, which is the default.  This will allow us to ascertain marketing metrics such as Cost Per Click and Customer Acquisition Cost from the emailed report.  To do this, scroll to the very bottom of the page and select “Show Rows”, and change the number to 1000.  This will make sure that more data than just the Totals are reported.  If you foresee more than 1k transactions per week, you’ll need to increase this number.

    Set the number of records to 1k, such that the emailed report contains every applicable transaction (rather than just the first 10).

  7. The report is now ready to go, and we simply need to set up weekly email distribution.  To do this, scroll to the top of the page and select “Email”.  This will bring up the email popup.  Add in the email addresses you would like the report to be distributed to.  For my purposes, I set the day of the week to “M” and the frequency to “weekly”.  This gives me a report each Monday of the sales from the previous 7 days.  Add in a basic message such as “Attached is a CSV of the previous week’s transactions under the efowlsocialemail campaign” , and click Send.

    Set the report to email out on a weekly basis

  8.  The report is now set up and will run on a weekly basis!

If there are any other specific tasks or reports you would like to know how to create in Google Analytics, let me know in the comments below and I will work to create the instructions.

By | 2017-12-11T22:43:04+00:00 June 6th, 2017|Google Analytics, Instructions|0 Comments

Leave A Comment