Creating google utm tags. Google Adwords Tracking Template (2018)

Utm tag is the part of the URL that is intended to be transmitted additional information about the source of traffic to the analytics system. The tool helps analyze an advertising campaign by segmenting users by traffic source, keywords, ads and other parameters.

Let's look at how to use this tool, how to correctly place tags in Google Adwords and integrate them between different systems analysts.

What does a utm tag consist of?

Labels consist of variables and _utm values. The value sorts the transmitted information, and the variable is displayed in the analytics system. Utm, or as they are also called, utm/utm tags, are mandatory and optional. The first type is always used, and the second only when necessary. In the browser line, YouTube tags look like this:

example.ru?utm_source=google&utm_medium=cpc&utm_campaign=example1&utm_term=example2.

Where “example.ru” is the domain name, and the “tail” of the link after the question mark is the utm tag. Label parameters are separated by the “&” symbol.

Why put utm tags in Google Adwords

If you do not set utm tags, Google AdWords will use dynamic parameters that are automatically entered. The disadvantage of auto-tagging is that they only work in Google Analytics. They cannot be recorded using Yandex.Metrica. The situation is similar with Yandex.Direct. If you don’t put tags there, Metrica will be able to understand transitions from Direct, but not from AdWords. Therefore, they need to be installed in both Google Adwords and Yandex.Direct.

UTM tag parameters

UTM tags have five parameters. They allow you to record the referral source, keyword, name of the advertising campaign and the ad that interested the user.

Required parameters:

Optional parameters:

• utm_content- identifier of the banner or ad that was followed;
• utm_term- keyword.

In Adwords, you can add your own parameters to URLs using the ValueTrack function. Each parameter is enclosed in curly braces: (campaignid), (adgroupid), (targetid), (network), (placement) and others. When the transition occurs advertisement, instead of the word enclosed in brackets, substitute special meaning. For example, for the parameter (matchtype) symbol can be substituted e(exact keyword match), p(phrase match) or b(broad match). If a parameter does not have a value, it is not added to the link.

How to add a UTM tag in Google Adwords

To add utm tags in Google Adwords for all ads in a specific advertising campaign, open the section "Shared Library" and follow the path "Settings > Edit > URL Options". Here you can set a value for the tracking template, add special parameters and change URL options.

You can configure the settings manually or specify the following template:

(lpurl)?utm_medium=cpc&utm_source=google&utm_campaign=(campaignid)&utm_content=(adgroupid)&utm_term=(targetid)

If you want to use utm tags only to transfer statistics to Google Analytics from Adwords, you can use more in a simple way. It is enough to connect these two systems in Google settings Adwords in the “Linked Accounts” section. The advantages of this integration are the automatic transfer of cost data from Google AdWords and convenient calculation of conversion directly in the Google Analytics interface.

When using link parameters for advertising on Google partner sites in the display network, you must use the “placement” label (determining which site the transition came from) instead of “utm_term”, since the latter parameter indicates the keyword.

Integration of various analytical systems and automation of contextual advertising

Utm tags are an effective, but not self-sufficient tool for monitoring advertising. To see the full picture, it is necessary to use analytical systems. The Alytics platform integrates with a CRM system, call tracking, advertising platforms, Google Analytics counter and summarizes statistics on two dozen indicators: sales, goals, traffic, calls, engagement and others. Information is presented in a convenient form and in one place. The user does not need to monitor statistics on different sites. Data is downloaded and synchronized automatically.

Utm tags in Alytics

In order for Alytics to correctly track statistics for Google AdWords on calls from and it is necessary that all ads, including quick links, have UTM tags. The service provides two-way integration with Google AdWords and Yandex.Direct. This means that expenses, goals, advertising campaigns are synchronized automatically. If necessary, the service sets the URL parameters independently every 30 minutes. It is possible to use service and own tags simultaneously.

You can try the system in test mode. Alytics provides 7 days for call tracking and 14 days for an end-to-end analytics system and contextual advertising automation for free.

Doing contextual advertising without UTM tags is tantamount to searching in a dark room. Even if you have a lot of requests from advertising, you still need to know in more detail how exactly you were found in order to optimize your work and receive even more requests. If advertising does not work well, then it is absolutely necessary to have detailed knowledge. In this article we will tell you how to label traffic from Google contextual advertising.

We have already talked about that and. In the case of Google AdWords, this process looks a little more complicated, but, of course, there is nothing unrealistic.

First, let’s decide which tags in Google AdWords should be used.

1. utm_source– source of advertising; for advertising from Google, just enter google;
2. utm_medium– type of advertising, different options are possible: cpc, cpm, banner, email, but we contextual advertising interesting cpc;
3. utm_campaign– number of the advertising campaign or its name;
4. utm_content– this label tells you which ad was clicked on (you can insert the ad number here);
5. utm_term– the key request for which the transition was made.

Connecting tags in Google AdWords at the campaign level can be done by going to settings ( Settings - Edit - URL Parameters).

In the label settings there are dynamic parameters, which will be inserted into the tag automatically, depending on which keywords or which campaign the transition was from. Dynamic parameters are displayed in curly braces, and in order to insert the necessary data into them, you need to use tracking template.

It is necessary to enter the value with all the labels that we need in the appropriate field. Given the list of tags we provided above, a tracking template might look like this:

(lpurl)?utm_source=google&utm_medium=cpc&utm_term=(keyword)&utm_content=(creative)&utm_campaign=(campaignid)

When filling out the tracking template in this way, keywords, ad and campaign will be filled in automatically. However, you can enter them manually. For example, for RK you can write after “ utm_campaign=" campaign name in Latin.

If you are working through , then upload the campaign to a csv file and insert the tracking template into the column Tracking templates.

Design of UTM tags for display media

There is no point in using a tag for advertising on Google partner sites. utm_term, since it denotes a keyword, and when switching from CMS they have no meaning. It will be much more useful to determine which site the transition was from. Therefore, instead of utm_term=(keyword) It makes sense to put a label like this:

placement=(placement)

Thanks to it, you can find out on which pages advertisements are placed.

UTM tag generators for Google AdWords

Of course, in addition to manual labeling, there is also an automatic one. Among the services that create tags are:

• ppc-help.ru/utm_generator.php
• tools.yaroshenko.by/utm.php
• gaurl.ru

However, the use of such services is more suitable only for small campaigns.

Do not miss:

This tool allows you to easily add campaign parameters to URLs so you can track Custom Campaigns in Google Analytics.

Enter the website URL and campaign information

Fill out the required fields (marked with *) in the form below, and once complete the full campaign URL will be generated for you. Note: the generated URL is automatically updated as you make changes.

More information and examples for each parameter

The following table gives a detailed explanation and example of each of the campaign parameters. To learn more, check out the links in the section below.

Campaign Source	Required. Use utm_source to identify a search engine, newsletter name, or other source. Example: google
Campaign Medium	Required. Use utm_medium to identify a medium such as email or cost-per-click. Example: cpc
Campaign Name	Required. Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign. Example: utm_campaign=spring_sale
Campaign Term	Used for paid search. Use utm_term to note the keywords for this ad. Example: running+shoes
Campaign Content	Used for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL. Examples: logolink or textlink

Greetings, friends! Evgeniy Tridchikov is here, and in this video we will talk about the tracking template in Google AdWords, how to apply it, and why it is needed at all.
Too lazy to read? at the end of the article!

Purpose of a tracking template

The Google AdWords tracking template is used to solve the following problem. Typically, we have a link to a website (for example, example.com) and we want to “land” the user on a specific page on the site, but at the same time pass a certain set of parameters along with the link.

Often (in most cases) this is a specific set of UTM tags, but these can also be some special variables that you want to send along with the link in order to solve some analytical and business problems.

So, unlike Yandex.Direct, where we have to configure UTM tags manually at the key phrase level (that is, at the level of key phrases, each phrase), in Google AdWords there is a tool called a tracking template.

Thanks to it, we can set a certain formula, a certain set of rules, at different levels in one place, which allows us to forward a set of necessary parameters along with the link in the ad.

They can contain both dynamic variables, which the system automatically substitutes depending on the traffic source, and custom ones. These are called special parameters. In these special parameters, you can set default values, that is, custom values ​​that were initially specified, which will also be forwarded along with the link to the ad.

How does the tracking template work?

In short, what does it actually look like? We have an ad link - here it is at the top, and below we have the same link, but it has some kind of tail. This tail is a set of UTM tags, or a set of these parameters that you want to forward. And in the tracking template using the ValueTrack parameter, we can set this whole thing using one elementary formula.

Macro (lpurl) in tracking template

We write a macro (lpurl), which translates as landing page URL, that is, the “landing” page URL. The landing page URL is where the user lands. In general, what is inserted here in curly braces is the final URL from the ad.

Thus, we can simply write this formula on the right after (lpurl), place the “tail” that we want to forward, and thus the tracking template helps us solve this problem in one action.

And what’s most interesting, friends, is that we can do this both at a low level (for example, at the ad level), and at the ad group level, and at the campaign level, and what’s most interesting is at the account level.

Implementation in Google Adwords

So, let's move to the AdWords account. Let me tell you real example I'll show you how it works. Go to the campaign, go to settings, expand additional settings and go to the “Campaign URL Settings” tab. Please note that here I already have this formula that I told you about.

The simplest option: (lpurl), that is, a parameter that inserts a link from the ad here, then a question mark is just a link between the ad link and this dynamic part (a set of UTM tags). Well, and then the set of UTM tags itself. There can be any variables that you want to send along with a click on the ad.

Setting up a tracking template at the campaign level

Pay attention to the “Check” button. Always use this to ensure that the final URL doesn't ultimately change and that the landing page actually exists, otherwise your ads may not pass moderation. If they do, it will be even worse, since the user will click and end up not getting anywhere. In short, here is a tool for checking whether everything is working properly for you.

As you can see, the tracking template combines the link from the ad with the set of variables that we forward. This is the campaign level. Let's take a look and make sure that URL parameters exist at the ad group level as well. Here he is.

At the ad level, you need to go into the editing tools (advanced editing tools), and down here we have the exact same thing.

At the keyword level, you will need to add relevant columns. Go to the “Change Columns” tool, then to “Attributes”. Add the final URL, for example, and a tracking template. If you use special parameters, add it too.

Click “Apply”, and here you will have a tracking template that you can set at the keyword level. For example, right here.

Tracking Template Test Tool

And the most interesting option, friends, is at the account level, that is, maximum automation, let’s say. To do this, you need to go to "All Campaigns", if I'm not mistaken, and then to "Settings". Here is the "Account Settings" tab. As you can see, there is also an Account Level Tracking Template tool here.

Custom parameters in a tracking template

A reasonable question: what are special parameters? What kind of thing is this, what is this field? Three specific fields that are below the tracking template. Well, friends, special parameters, according to the help, are an extended version of ValueTrack parameters (dynamic parameters that can be passed). But unlike ValueTrack, they assume a user-specified default value. Here.

Although in fact we can immediately write and place some kind of dynamic parameter there. Thus, the answer to this question from the support team (Google Analytics technician) is on your screens. I’ll put this in the description of the video, you can then put it in the translator and see what’s here, although, in my opinion, it’s already clear here how they differ and how they don’t differ.

In the help, let me remind you once again that this point - the difference between special parameters and ValueTrack - is a little blurry. So that you understand what we mean we're talking about, I mean this field that you see on your screens under the tracking template. These are the user parameters.

Using Yagly as an example

Well, one last interesting point, friends. Special parameters are used when working with third-party systems via API.

Special parameters in Google Adwords using the example of integration with Yagla

For example, if you are working with Jagla, then to see how it works, add those attributes that we talked about (namely, the special tracking template parameters that are added here), and notice that each keyword has a special parameter, and it is specified explicitly, it has a unique value and looks like this.

Thus, Yagla can forward, link a specific key phrase with a specific substitution, for example, a title on a page. This is exactly how it works - dynamic substitution. As you can see, in this case, special parameters are used to work with Yagla via the API.

Conclusion

Well, friends, that's all for me. If you liked the video, give it a thumbs up, it will be very nice. And besides, I recommend that you familiarize yourself with “” on Yandex.Direct and Google AdWords.

Using data step by step videos you will set up your first advertising campaigns and will never waste your advertising budget. That's all for me, bye-bye!