Track Email Campaign with Analytics URL Builder

You will always want to evaluate each and every campaign that you run and separate data based on your efforts and different avenues in order to reach conclusions.

Email campaigns are no different. We tyipcally use Analytics URL Paramaters via the Analytics URL Builder Tool to tag our email efforts.

Step 1: Visit Google Analytics URL Builder

Go to

Step 2: Enter Info into Form

– Enter Landing Page
– Enter campaign Source
– Enter Medium
– Enter Term
– Enter Content
– Enter Name

Analytics URL Builder Form

Step 3: Copy URL

Copy URL from below form

Copy URL from Form

Step 4: Paste into Email Marketing Campaign as Link

Paste your URL Builder link into your email

Paste Link

Step 5: Test Link and Send out

Step 6: Evaluate Data in Google Analytics

Video Transcription:

Hey everybody. It’s Ori from Astral Web. Just wanted to talk about something that has come up lately with our clients. The issue is tracking email marketing campaigns, newsletters, email reachouts. When you send out emails to your customers, clients, whomever it is, you want to track that your specific emails are getting clicks to your website so you actually know your campaign is doing good. Aside from open rates, you want to know that they’re coming to your website and converted. And if you’re going to include a simple links such as, you won’t see where it came from, which newsletter if came from, if it was a direct visit from a yahoo mail, etc. So what you want to do is track what you are doing. Go to google analytics url builder and all you have to do is fill out all fields with asterisk and associate it in your email campaign. You’ll be able to track a lot of information and it’ll give you so much more. I
ll so you how to use it quickly. Type in website url the url. Now the source for email newsletter can be newsletter1. and the medium would be email and campaign terms and content is more for ppc and adwords. Now let’s go to name, emailweekend. And all you do is click on submit and you copy this url and paste it in your email link, not just On last thing before you move forward is to test url’s in email because some sites do not handle this correctly as they process php for example in a different way. You don’t want your web pages to break. Always test. Hope you enjoyed this video. Thanks!

Important Analytics Data (multi-channel funnel & ecommerce conversion data)

Most internet marketers can easily get lost in Analytics Data (including ourselves sometimes). We would love to share a few quick data views that we like to look at.


Point 1 – Tracking information for goals and ecommerce transactions

a. ecommerce and goals – analytics typically gives the last visitor traffic source the conversion UNLESS the last source is “direct”  and “direct” has a prior traffic source.

b. multi-channel funnels – gives tracking of goals and ecommerce the exact traffic sources


Point 2 – How to look into multi-channel funnels and get true (not overlaping) assisted conversion (that were not the final conversion)


Step 1 – Login to Analytics and click on multi-channel funnels

Step 2 – Click on top of page on conversion segments and create new

Step 3 – Setup new custom segment

Include -> assisting interaction + medium + matching regexp -> cpc


Exclude -> last interaction + medium + matching regexp -> cpc


Exclued -> last interaction + basic channel grouping -> Direct

in regular ecommerce conversion data, the “direct” visit if last in turn, will not show direct as the conversion but the one before. ofcourse it will be direct if only visited as direct

Step 4 – Select New Conversion Segment and click on Apply

Step 5 – For ecommerce, make sure you unclick goals and only select ecommerce

Step 6 – Explore your data

Assisted Conversions

Top Conversion Paths



How to Link MCC to Adwords Certification Company Status

After spending at least an hour on searching what had happened and why my organizational account could not be setup for the link of an MCC account on my Google Certification, i had finally succeeded.

See simple instructions below:

1. Login to Google Account for certification.
2. Go to “my profile” page at
3. Under “Email Address Preference” click on “add email address”
4. Add MCC google account email
5. Go to MCC google account email and login as that email
6. Click on “”
7. Approve user on next page
8. Go to MCC accound and get account number on top right hand corner of page xxx-xxx-xxxx
9. Log back in to Certification Google Account
10. Go to on “Company Tab”
11. Click on “adwords partner status”
12. Click on “link MCC” and enter info

That’s it!

Adwords Keyword Details Auction Insights Report

Adwords has introduced a new addition to its keyword details button with addition great competitor detail.

All you have to do in order to access this is:
1. Click on a single keyword on the checkbox (only one allowed per auction insight)
2. Click on Keyword Details
3. Click on Auction Insights (single keyword only)

You will then see a list of all major competitors for this keyword with the following columns and data:
Display url domain
Impression share
Average position
Overlap rate
Position above rate
Top of page rate

Please see Google Explanations below for each field:

Display url domain – The visible URL included in the participant’s ad in the auctions. This column identifies the participant.

Impression share – How often a participant received an impression, as a proportion of the auctions in which you were also competing. Impression share is the percentage of impressions you received divided by the estimated number of impressions you were eligible to receive. Eligibility is based on your current ads’ targeting settings, approval statuses, bids, and Quality Scores. This number is updated once a day.

Average position – The average position for the participant’s ads when they received an impression (all successful auctions).

Overlap rate – How often another participant’s ad received an impression when your ad also received an impression.

Position above rate – When you and another participant received an impression in the same auctions, how often the other participant’s ad was shown in a higher position on the page than yours was.

Top of page rate – When a participant’s ad received impressions, how often it appeared at the top of the page above the search results.

Recommendations (still testing and playing with this data as this feature has only gone online in the past 2 days (as of May 2012)

1. Learn from your top competition – sort by impression share and learn from the ads that your top competitors build and how you may learn to improve your quality score.

2. Download in excel – Use and sort multiple columns at once for more data, such as, sort by “Top of page rate” and then sort “Overlap rate”.

3. Find new places to promote your products – In one of our cases for an ecommerce site, we take a look at the domains in “Display url domain”, look at these sites and find new shopping sites that we can advertise our products on.

Examples are:,, ,,

Hope you liked this article. Share your experience with this new feature.