How to make a google tracking template. Google AdWords Tracking Template. UTM tagging at ad level

Good afternoon, dear internet marketers!

Starting July 1, 2015, Google AdWords accounts will use the updated URLs instead of the target URLs.

Why is Google making these changes?

Prior to July 1, 2015, all URL tracking tags were set at the ad level in the target URL. When the tags were changed, the system perceived your ads as just created and, accordingly, sent them for moderation with zero statistics. Updated URLs help avoid this problem. In general, the update allows you to:

Provide the ability to use the full range of Value Track parameters

Speed up the loading of your site when you click on an ad.

Features of the innovation:

Tracking priority will always be given to the more detailed lower tracking pattern.

To use tags, you must have a tracking template that contains dynamic parameters such as campaign name, ad group, or keywords.

What is a Tracking Template?

Tracking options

The tracking template will be like this: (lpurl) ? utm_campaign = campaign1 & utm_source = google

(lpurl) - dynamic parameter, instead of which your landing page will be substituted.

Setting up a tracking template at different levels

As mentioned earlier, tracking templates can be defined at different levels.

Account level (top level)

Select "Shared Library - URL Variants" from the menu on the left

Set the tracking template in the window that opens.

Campaign level (top level)

Select the campaign on the left in the menu and go to the tab “Settings - All settings”

At the very bottom of the page, go to Campaign URL Options (optional)

Ad group level (top level)

Ad level (low level)

Keyword level (low level)

Add the "Tracking Template" column

It's important to know:

If the tracking template is registered at the top level (account, campaign, ad group), then future changes to the template can be made without losing data or moderation.

If the tracking template is set to a low level, future changes to the template will result in data loss and moderation.

The template specified at the level below will always overwrite the template at the top level. For example, if the template is set at the account level and at the campaign level, priority is given to the campaign level. If the template is configured at the account or campaign level, but at the same time at the keyword level, then template settings for keywords will take priority.

Transition methods

Google has four cases of referrals to updated URLs.

1. You are not using tracking tags in your ads

If you are not using manual tags, the system will automatically update your links. When creating your ads, the default will be “Final URL” instead of “Destination URL”. In this case, the statistics will be saved, and the ads will not be moderated.

2. You are using manual tracking tags

In this case, you need to wait for the automatic transition, or use the bulk update tool inside your AdWords account. To use this tool:

1.Log in to your Google AdWords account

2. Go to the "Ads" tab

3.Select all ads and click on the "Change" button

4.Select “Refresh target URLs

In this case, the system itself will create a tracking template and transfer your tags there. In this case, the statistics will be saved and the ads will not be moderated.

3. You are using manual tags and want to write a tracking template yourself.

Utm_campaign = campaign1 & utm_source = google- tracking options

The first way is to update the url at the ad level.

1.Click on the "Ads" tab select an ad

3.In the “Tracking Template” field, insert a template (lpurl)? utm_campaign = campaign1 & utm_source = google

Go to the "Ads" tab and select all ads

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 in order to analyze traffic from this system in Yandex Metrika, which gives me the opportunity to compare the effectiveness of the keywords edward and direct in one place. However, there are many other reasons to use UTM tags, for example, traffic by 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 like external statistics systems or conversion tracking.
Or, for example, you can set up a dynamic substitution of content on the site, depending on the UTM label in the link, for example, the 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 of cost per click (pay per click)
utm_term = (keyword)- in place of (keyword) Adwords will substitute the keyword by which the visitor clicked
utm_content = (creative)- in place of (creative) Adwords will substitute the ad number from which the visitor came from.

In the first two labels, we have the 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 braces will be replaced by the values generated by Adwords. It is worth noting here that in my yutm label there are far from all the parameters that can be passed by Google, among them there may still be such as (network)- which indicates the type of site from which the visitor came, (placement)- the name of the site from which the user came (relevant for the CCM), (adposition)- where in the search was the ad that the user clicked on and many others.

Basically, there are only two ways to add UTM tags to AdWords: 1. Add them via a tracking template. 2. Register them manually in each link in your ads. At the same time, it is recommended to use the tracking template, since the option with manually adding UTM tags to links has a number of disadvantages:

When you change the UTM tag in the ad link, Edwards will consider that you have changed the entire ad, which, firstly, means resetting all accumulated statistics for this ad, and secondly, its re-moderation.
The presence of each ad, albeit the same, but separate UTM tags, increases the likelihood of errors during bulk editing of these ads. Plus, you will need to set UTM labels not only for links in ads, but also for all other extensions that have URLs, for example, quick links, which also increases the likelihood of errors.

PlacementUTMtags using a tracking template

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

- entire account

- companies

- ad groups

- ads

- keyword

That is, if we set a tracking template at the account level, this will mean that the content of the template will be added to all links from our account's ads, company - company ads, ads - group ads links, etc. In this case, the priority is from lower to higher, for example, in a situation where we have simultaneously set a template both at the level of the ad and the company, which includes this ad, while the templates are different, the ad template will be added to the ad link.

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

UTM tagging via the Adwords web interface

Unlike Yandex Direct, many bulk editing operations are conveniently and quickly done through the Adwords web interface. Including UTM tagging through the tracking template.

UTM tagging at the account level

In the left side menu we find the link "Shared library", then on the right we find the link "URL options". We press to change opposite to "Tracking template" and write 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 goes from our ad and the UTM tag. From now on, this combination of tags will be assigned to all links in our company.

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.

Company-wide UTM tagging

UTM tagging at 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 there will be one already familiar to us Tracking template, where you need to register our UTM label.

UTM tagging in tracking template viaAdwords Editor

UTM tagging is even easier with the 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 select the element to which we will assign the template - it can be a company, an ad group, an ad, a keyword, or ad extensions. Next, in the lower right window we find the tab ParametersUrl, and add the UTM label already known to us there

Manual placementUTMtags in each link

If, for some technical reason, you cannot use the 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 Edwards tools.

AddingUTMtags to links via the web interfaceGoogle Adwords.

In the left column, select the company to whose links we want to assign a UTM label, then the Ads tab, tick all or several ads, click the "edit" drop-down button. After that, a menu will open, in which we need to select the item "Change ads"

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 slightly different: ? utm_source = google & utm_medium = cpc & utm_term = (keyword) & utm_content = (creative), since we removed from it (lpurl).

AddingUTMtags to links viaAdwords Editor.

In the left windows we select the company and the level of ads we need, then in the main window we select ads to the links of which we will add labels. Above the ads, click the "Change" button, in it, select the "Change URL" item

In the window that opens, select the part of the ad in which we make the change, in our case this is the final url, select the tab "Add", and insert the already familiar UTM label

Utm-tag is a part of the URL that is designed to transfer additional information about the traffic source to the analytics system. The tool helps analyze an ad campaign by segmenting users by traffic source, keywords, ads and other parameters.

Let's consider how to use this tool, how to correctly put tags in Google Adwords and integrate them between different analytics systems.

What does a utm tag consist of?

Labels are made up of variables and _utm values. The value sorts the passed information, and the variable is displayed in the analytics system. Utm, or as they are also called, utm / utm tags, are required and optional. The first type is always used, and the second only when necessary. In the browser line, ytm 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 split with "&".

Why put utm tags in Google Adwords

If you do not put utm tags, Google AdWords will use dynamic parameters that are automatically substituted. The downside to auto-tagging is that they only work in Google Analytics. They cannot be fixed using Yandex.Metrica. The situation is similar with Yandex.Direct. If you do not put labels there, Metrica will be able to understand transitions from Direct, but it will not be able to from Adwords. Therefore, they must be installed in both Google Adwords and Yandex.Direct.

Utm parameters

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

Required parameters:

Optional parameters:

utm_content- the identifier of the banner or ad that was clicked on;
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) other. When you click on an ad, a special meaning is substituted for the word in parentheses. For example, for the parameter (matchtype) the symbol can be substituted e(exact match for the keyword), p(phrase match) or b(broad match). If the parameter has no value, it is not added to the link.

How to add a UTM tag to Google Adwords

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

The parameters can be configured manually or the following template can be specified:

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

If you want to use utm tags only for transferring statistics to Google Analytics from Adwords, you can use an easier way. It is enough to link these two systems in the Google Adwords settings in the "Linked accounts" section. The advantages of this integration are the automatic transfer of cost data from Google AdWords and a convenient conversion calculation directly in the Google Analytics interface.

When using link parameters for advertising on Google partner sites in the Display Network, you must use the label "placement" (determining from which site the referral took place) instead of "utm_term", since the last parameter indicates a keyword.

Integration of various analytical systems and automation of contextual advertising

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

Utm tags in Alytics

In order for Alytics to correctly track statistics for Google AdWords on calls from, 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, ad campaigns are automatically synchronized. If necessary, the service sets the URL parameters on its own every 30 minutes. There is an opportunity to use service and custom tags at the same time.

The system can be tried in test mode. Alytics provides 7 days for call tracking and 14 days for end-to-end analytics and PPC automation for free.

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

Utm tags Is a tool that helps to transfer 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

Parameter	Description	Meaning
(network)	Site type: search or context	g(google search), s(search partners) or d(CCM)
(placement)	Site, only for CCM	Site address
(adposition)	Ad position	1t2(page 1, top, place 2), 1s3(page 1, right, seat 3) or none(CCM)
(creative)	Unique ad identifier	16541940833 (to see the ID in AdWords, add the appropriate column in the tab)
(matchtype)	Keyword match type	e(exact match), p(phrasal) or b(wide)
(keyword)	Keyword	Keyword
(device)	Device type	m(mobile phone), t(tablet pc) or c(computer, laptop)
(devicemodel)	Device make and model	Apple + iPhone
(copy: additional link)	Additional links or product information text. Instead of the word after the colon, you can write any value you want, display if the condition is met.	Sublink
(ifmobile: mobile)	Display on a mobile device. Instead of the word after the colon, you can write any value you want, display if the condition is met. For example, if you write (ifmobile: 1111), the link will display 1111.	mobile
(ifnotmobile: notmobile)	Displaying not on a mobile device. Instead of the word after the colon, you can write any value you want, display if the condition is met. For example, if you write (ifnotmobile: 2222), the link will display 2222.	notmobile if the click came from a contextual ad
(random)	Random ad number (64-bit no greater than 18446744073709551615)	18446744073709551611
(target)	Placement category (for placement targeting only)	The placement category (for example, cooking)
(aceid)	Control or treatment group ID	1С587
(param1)	First configurable parameter	The value of the first parameter for the key phrase
(ifsearch: search)	Display on search	search
(ifcontent: content)	Display in the CCM	content
(adwords_producttargetid)	Unique ID of the target product (only for product-targeted campaigns)	1bf2351c6473
(adtype)	Ad unit type (for product-targeted campaigns only)	pla(Shopping ad) pe(extension "additional product information")

The Google AdWords ad login page would look something 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 there are tasks where it is necessary to ignore the last source of user referral to the site.

For example, initially a user entered the site through a search engine, but at one of the stages of ordering, a confirmation email is required. 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 for the last source, that is, for the "email" channel, although search traffic led to the conversion.

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

Thus, if the user originally came from the search results, and after confirming the mail, he followed the link that looked like this:

site /? utm_nooverride = 1

and made a conversion, then the conversion would be counted for the previous source, i.e. the last referral source would be ignored.

Create tags in market and google merchant unloadings for online stores

Do not forget to write utm tags when creating xml dump files for these services. This will allow analytics systems not to lose this information.

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 is a keyword
Using these tags, we transfer to Google Analytics information about the traffic source (utm_source, utm_medium), product category (utm_campaign), product name (utm_term).

UTM tags in final URLs, customizing a tracking template

Probably the most convenient difference between Yandex direct and google adwords is that in the latter you can write a utm template for tags immediately for an account.

To do this, adwords uses tracking template.

What is a Tracking Template?

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

url of the landing page: 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, add { lpurl}

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

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

(lpurl) – this parameter is substituted for the target page.

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

Adding to a levelcampaigns, this is also the top level

We click on the campaign, go to the Settings tab and at the very bottom "Campaign URL options (optional)" we can add our parameter

Similarly, we configure it at the ad group and keyword level.

How to customize UTM and set tracking template in google adwords using editor?

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

We select the finished file with the items for the RC that we want to load from the exel. In my case, these are ads for adwords. Pay attention to the column Tracking templates Is our ad-level tracking template.

Thus, it should be noted that UTM tags should be sure to put down 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_ (placement) creative & placementm = ( keyword)

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

It is also convenient to set up a custom parameter through the Adwords Editor at the campaign, ad group, ad itself, and keyword level.

Take custom parameter setting at the keyword level as an example.
In the Google Adwords Editor, go to the tab keywords - URL options and enter our 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 the KMS?

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

What is the essence?

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

UTM tags are arbitrary parameters

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

It might be helpful to read: