New Video Tutorials – Using Google Analytics to track on-site campaigns

We learn so much by reading, but humans are visual creatures, and there are times when a video makes learning a new point easier to understand. In essence you’re watching over someone’s shoulder, albeit remotely, as they walk you through the information and explain how it works.

So we are delighted to advise that two videos have been added to the series on
Tracking on-site campaigns with Google Analytics

1. Tracking on-site campaigns with Google Analytics: The pros and cons of In-Page Analytics

Lukas explains what is meant by on-site campaigns and how to work out what links on your site (your on-site campaign) are clicked on by visitors. The three most common methods are In-Page Analytics, Event Tracking and URL Parameters and this first video is looking at In-Page Analytics.

In-Page Analytics are built in as part of Google analytics, you don’t have to set up anything once you’ve got your Analytics sorted. Accessing and understanding the data is not hard, they are very user friendly with the data shown as an overlay ontop of your actual web page.

This user friendliness does come at a price and it is important that you are aware of the limitations before deciding to use this as your tracking method. The second part of this video will explain each of the limitations and why it is a limitation so you can make an informed decision on whether this tool is suitable for your needs.

2. Tracking on-site campaigns with Google Analytics: The pros and cons of Event Tracking

This method does require some preparation work. You need to add so-called “event tracking calls” to each of your on-site campaign links. You can do that manually or use a ready-to-use script that does this automatically. Lukas explains the steps you need to take to get this script working.

However, once you have completed the preparation you have access to more functionality than with In-Page Analytics. These include filtering the campaign clicks links, eg by outgoing and destination page, retaining historical data and being able to export the data. Also, it is no problem to track links to outbound or subdomains. As you would expect, with more powerful functionality there are more complicated cons to be aware of relating to the preparation/set up and how the functionality works. Having said that, it is a very manageable way to analyze your on-site campaigns and can be used as an alternative or addition to In-Page Analytics.


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