To get the most out of your marketing investment, you need to know exactly which actions and channels work best. To do this, it is essential to label campaigns and analyze data. A task that seems simple but that needs to be done carefully if you want accurate measurement systems.
Extracting and analyzing the results of marketing actions is essential to be able to introduce improvements and achieve a positive ROI on the investment. But to track them, we need to tag the campaigns.
Marketing departments must rigorously use UTMs and know how to configure Google Analytics to get the most value out of the data. If we are able to do this, we will be able to improve our marketing.
To start, you need to familiarize yourself with the channels…
Google Analytics Channels: What They Are and How They Are Grouped
Channels are high-level categories that indicate where users have entered the website. These allow you to buy aggregated metrics from each of the marketing channels you are using and see what is working best.
The default marketing channels are as follows:
Direct : This usually includes users who have entered honduras phone number data the website by typing the URL into the browser bar… However, for Google Analytics it can also be a “visit that does not provide information about the site that originated it”. Therefore, links saved as favorites, those within an intranet, those in PDF documents, etc. are also counted here.
Organic search traffic : This means that we have appeared positioned naturally thanks to the SEO of the page.
Paid search traffic : Visits are only recorded if there are SEM campaigns or the Google Ads search network, with CPC or PPC means.
Display : in this case, the user is considered to have arrived via a banner found on a web page.
Referral : visits that arrive through another website that has linked to us (excluding social networks).
Social networks : visits that arrive through social profiles such as Facebook, Twitter, Instagram, etc.
Email : users who arrive through links that appear in emails, with medium=email.
Other advertising : These are sessions that are tagged with, for example, terms like cpc, ppc, cpm, cpv affiliate as long as they do not come in as paid search.
(Other) : These are visits that do not correspond to any channel definition.