Google Adwords tracking template (2018).

Utm tags is a tool that helps transmit additional parameters about the traffic source to the analytics system.

We have already talked about utm tags in the article utm tags for direct, now we will talk about utm tags for google adwords and.

Dynamic parameters table for Google AdWords

The login page for a Google AdWords ad will look like this:

http://www.site/?utm_source=google&utm_medium=cpc&utm_campaign=kampaniya-gruppa&utm_content=soderzanie&network=g&placement=none&position=1t2&adid=16541940833&match=b&keyword=keyword

http://www.site/?utm_source=google&utm_medium=cpc&utm_campaign=kampaniya-gruppa&utm_content=soderzanie &network=(network)&placement=(placement)&position=(adposition)&adid=(creative)&match=(matchtype)&keyword=(keyword)

Using utm_nooverride

Sometimes tasks arise where it is necessary to ignore the last source of the user's transition to the site.

For example, the user initially accessed the site via search engine, but at one of the stages of placing an order you need to confirm your email. After confirmation, the user is redirected back to the site, where he successfully places an order.

In this scenario, Google Analytics will count the conversion as the last source, that is, the “email” channel, although search traffic led to the conversion.

To correct such errors, you can use the “utm_nooverride” utm tag, which allows you to ignore the transition initiated by a link with this parameter.

Thus, if the user initially came from search results, and after confirming the email, followed a link that looked like this:

site/?utm_nooverride=1

and made a conversion, then the conversion would be credited to the previous source, i.e. the last transition source would be ignored.

Creating labels in market and google merchant uploads for online stores

Don't forget to include utm tags when creating xml upload files for these services. This will prevent this information from being lost in analytics systems.

Http://site.ru/product/fire/?utm_source=YandexMarket&utm_campaign=smartfon&utm_medium=cpc&utm_term=nazvanie-tovara

• utm_source - price aggregator
• utm_campaign - campaign name
• utm_medium - traffic source (cpc (cost per click) - pay per click)
• utm_term - keyword

  Using these tags, we transmit information about the traffic source (utm_source, utm_medium), product category (utm_campaign), and product name (utm_term) to Google Analytics.

UTM tags in final URLs, setting up a tracking template

Probably the most convenient difference between Yandex Direct and Google Adwords is that in the latter you can register a template for utm tags directly for your account.

For this purpose, adwords uses tracking template.

What is a tracking template?

The tracking template is used to substitute the necessary data into the dynamic parameters of advertising campaigns.

landing page url: http://mysite-example.com/avto?utm_source=google&utm_medium=cpc&utm_term=(keyword)

http://mysite-example.com/avto(example) - landing page

Utm_source=google&utm_medium=cpc&utm_term=(keyword) – tracking parameter

To get a tracking template you should add { lpurl}

Accordingly, we get a tracking template that looks like this:

(lpurl)?utm_source=google&utm_medium=cpc&utm_term=(keyword)

(lpurl) – This is the parameter in place of which the target page is substituted.

To do this, go to Shared Libraries -> URL Options

Add to levelcampaigns, this is also the top level

Click on the campaign, go to the Settings tab and at the very bottom “Campaign URL options (additional)” we can add our parameter

We configure it in the same way at the level of ad groups and keywords.

How to set up UTM and set a tracking template in google adwords using the editor?

I will describe the simplest method and the one that I use all the time - using the AdWords Editor program.

We select the finished file with the items for the Republic of Kazakhstan that we want to load from the excel file. In my case, these are ads for adwords. Pay attention to the column Tracking templates This is our ad-level tracking template.

Thus, it should be noted that UTM tags should be included in all advertising sources.

Here's an example:(lpurl)?utm_source=google_(ifsearch:search)(ifcontent:context)&utm_medium=cpc&utm_campaign=cid_(campaignid)&utm_target=(target)&utm_group=gid_(adgroupid)&utm_content=aid_(creative)&placement=(placement)&utm_term=( keyword)

For example, at the account level, you need to label all campaigns the same, but one or two need to be highlighted differently or add some other tracking parameter.

It is also convenient to configure a special parameter through the Adwords Editor at the level of campaign, ad group, ad itself and keyword.

Let's take setting custom parameters at the keyword level as an example.
In the editor Google Adwords Editor go to the tab keywords - URL options and enter your special parameters.

You may have your own parameters that you want to add to the special tracking parameters.

How to correctly set UTM tags in Display Network?

For CMS we do not indicate utm_term, and insert a label instead placement=(placement) at the end of the mark , since there are no keywords there, but you can make your own parameter and put placement=(placement)

What's the point?

In the Display Network, if we place our advertisements (banners) on partner sites, then there are no keywords there, because the advertisement is simply placed on some pages. Therefore we insert (placement) to know where these pages are located.

UTM tags are arbitrary parameters

I would like to remind you once again that the meanings of these labels can be absolutely anything. It all depends on what exactly is important to you, what you want to analyze. The main thing is to understand that there are only 5 types, but you can put any information you need in them.

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.

UTM tags in Google Adwords – what are they for? In this article I will not describe in detail the meaning of using UTM tags; a lot has already been written about this. Most often, I use UTM tags in Adwords, primarily to analyze traffic from this system in Yandex Metrica, which gives me the opportunity to compare the effectiveness of Adwords and Direct keywords in one place. However, there are many other reasons to use UTM tags, for example, traffic using UTM tags is also convenient to analyze in Google Analytics, in addition, statistics on UTM tags are often used in various services for working with contextual advertising, such as external statistics systems or conversion tracking.
Or, for example, you can set up dynamic substitution of content on the site, depending on the UTM tag in the link, for example, substitution of the page title depending on the text of the keyword by which the visitor came to your site.

My UTM tag for Adwords looks like this:
?utm_source=google&utm_medium=cpc&utm_term=(keyword)&utm_content=(creative)
Where
utm_source=google indicates the source of the transition,
utm_medium=cpc– the fact that the transition is paid, cpc is an abbreviation for cost per click (pay per click)
utm_term=(keyword)– in place of (keyword) Adwords will substitute the keyword that the visitor searched for
utm_content=(creative)– in place of (creative) Adwords will substitute the number of the ad from which the visitor came via the link.

In the first two labels we have written values ​​- google And cpc. These values ​​are statistical, that is, they do not change, but are transmitted as we wrote them. Tags { keyword) And { creative) are dynamic parameters, that is, the values ​​in curly brackets will be replaced by the values ​​generated by Adwords. It is worth noting here that my YouTube tag does not contain all the parameters that can be transmitted by Google, among them there may also be such as (network)– which indicates the type of site from which the visitor came, (placement)– name of the site from which the user came (relevant for Display Network), (adposition)– where in the search was the ad that was clicked by the user and many others.

There are basically only two ways to add UTM tags to AdWords: 1. Add them via a tracking template. 2. Write them manually in each link in your ads. It is recommended to use a tracking template, since the option of manually adding UTM tags to links has a number of disadvantages:

1. When you change the UTM tag in the ad link, AdWords will consider that you have changed the entire ad, which firstly means resetting all accumulated statistics for this ad, and secondly, re-moderating it.
2. The presence of even identical, but separate UTM tags for each ad increases the likelihood of errors when mass editing these ads. Plus, you will need to set UTM tags not only for links in ads, but also for all other extensions that contain URLs, for example, sitelinks, which also increases the likelihood of errors.

PlacementUTMtags using a tracking template

Sample AdWords tracking This is a special field for the text that will be added to the link from your ad. Thus, if we enter our UTM tag in the tracking template in the settings of a company, we ensure its presence in all links of all ads that are part of this company. The tracking template in AdWords can be set at the level:

— total account

- companies

— ad groups

- advertisements

- keyword

That is, if we set a tracking template at the account level, this will mean that the contents of the template will be added to all links from the ads of our account, company - company ads, ads - group ad links, etc. In this case, priority applies from smallest to largest, for example, in a situation where we simultaneously have a template set both at the level of the ad and the company that includes this announcement, while the templates are different, the ad template will be inserted into the ad link.

Here I will describe two ways to insert UTM tags through a tracking template:

Installing UTM tags via the Adwords web interface

Unlike Yandex Direct, many mass editing operations are conveniently and quickly done through the Adwords web interface. This includes placing UTM tags through a tracking template.

Placing UTM tags at the account level

In the left side menu we find the “Shared Library” link, then on the right we find the “URL Options” link. Click edit next to “Tracking Template” and enter it there (lpurl)?utm_source=google&utm_medium=cpc&utm_term=(keyword)&utm_content=(creative), structure, which consists of (lpurl)– the address of the page to which the link from our ad goes and UTM tags. From now on, all links in our company will be assigned this combination of tags.

Here you can additionally check the functionality of the tags: click on the “check” button and get a list of ready-made URLs with tags.

Placing UTM tags at the company level

Adding UTM tags at the ad level

When creating a new ad, click on the plus next to the item Ad URL options (optional) below the description line. A number of additional fields will open, among which will be the one already familiar to us Tracking template, where you need to register our UTM tag.

Adding UTM tags to the tracking template viaAdWords Editor

Adding UTM tags is even easier through AdWords Editor. Open the editor, select the company we need in the upper left window Companies(it must be pre-loaded into the editor from our account), then in the lower left window Control We select the element to which we will assign a template - this can be a company, ad group, ad, keyword or ad extensions. Next, in the lower right window we find the tab OptionsURL, and write there the UTM tag we already know

Manual placementUTMtags in each link

If, for some technical reason, you cannot use a tracking template, or you need the initial presence of UTM tags in the links of your ads, then this task can be easily solved using standard AdWords tools.

AdditionUTMlabels for links via the web interfaceGoogle AdWords.

In the left column, select the company to whose links we want to attach a UTM tag, then the Ads tab, check all or several ads, and click the “edit” drop-down button. After which, a menu will open in which we need to select the “Change ads” item.

Next, in the window that opens, select “Replace”, select the element we need, where we add the label - “Final URL”, and also note that we want to add our UTM label after the existing link text. This time, our label will look a little different: ?utm_source=google&utm_medium=cpc&utm_term=(keyword)&utm_content=(creative), since we removed from it (lpurl).

AdditionUTMtags to links viaAdWords Editor.

In the left windows, select the company and ad level we need, then in the main window, select the ads to the links of which we will add tags. Above the advertisements, click the “Edit” button and select “Change URL”

In the window that opens, select the part of the ad in which we are making the change, in our case this is the final URL, select the tab "Add", and insert the UTM tag we are already familiar with

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 mark traffic from contextual advertising Google.

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 are interested in contextual advertising 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.

Don't miss:

A Utm tag is a part of the URL that is designed to transmit additional information about the traffic source 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 analytics systems.

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 “&” character.

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- key word.

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, a special meaning is substituted. For example, for the parameter (matchtype) symbol can be substituted e(exact match keyword), 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 tracking template value, add custom parameters, and change URL variations.

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 link 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, you need 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.