The short answer
Pick one main goal, set shared naming for source, medium and campaign, and keep the tracked links on file. Only then compare the activity with the data you collect.
Three decisions before launch
- Goal: in each phase, are you watching attention, enquiries or one specific action?
- Naming: every channel uses the same names so the report is not split into pieces.
- Links: tracked links are stored with the plan so they can be checked later.
Why link naming matters
Google Analytics recommends campaign parameters in the URL to identify traffic referred by each campaign. Using source, medium and campaign names consistently gives the later comparison one way of reading the data.
Do not credit one channel with everything
A campaign with many touchpoints should be read alongside its schedule, its content and the replies it received. A report should say which parts were measured directly and which are only signals worth checking further.
Next step
Sources
- Google Analytics Help: URL parameters for campaign data
- yourpost Campaign link builder
