Google adwords tracking template. Google Adwords Tracking Template (2018)

Doing PPC ads without UTM tags is tantamount to searching in a dark room. Even if you have a lot of applications from advertising, you still need to know in more detail how exactly you were found in order to optimize your work and get even more applications. If advertising does not work well, then it is absolutely necessary to have detailed knowledge. In this article, we'll show you how to mark traffic from Google PPC ads.

We have already talked about 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 are worth using.

utm_source- advertising source; for advertising from Google it is enough to register simply google;
utm_medium- type of advertising, different options are possible: cpc, cpm, banner, email, but we are interested in contextual advertising cpc;
utm_campaign- number of the advertising campaign or its name;
utm_content- this label informs about which ad was clicked on (you can insert the ad number here);
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 the settings ( Settings - Edit - URL Parameters).

In the label settings, there are dynamic parameters, which will be inserted into the label automatically, depending on which keys or from which campaign the referral was made. Dynamic parameters are displayed in curly braces, and in order to substitute the required data in them, you need to use tracking template.

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

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

If you fill in your tracking template this way, your keywords, ad, and campaign will be served automatically. However, you can prescribe them manually. For example, for RK, you can write after “ utm_campaign = " the name of the campaign 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.

Registration of UTM-tags for CCM

There is no point in using a tag for advertising on Google partner sites utm_term, since it denotes a keyword, and when moving from the CCM, they have no meaning. It will be much more useful to determine from which site the referral was made. 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 the advertisement is 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 labels are:

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

However, the use of such services is rather 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

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, first of all, in order to analyze traffic from this system in Yandex Metrika, which gives me the opportunity to compare the effectiveness of edward and direct keywords 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 tag 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 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.

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