Just a few months ago, a client of mine entered in an agreement to serve banner ads on a technology social network. It is a reputable and popular network- the target audience was a great match and they had tons of traffic. The banners ads are served on the publishers own ad server platform and priced by CPM.Uncategorized | Tags: advertising audit, audit banner campaigns, campaign tracking, cpm audit, google analytics, negotiating advertising costs | Comments (4)
Google Analytics does a great job of tracking where your site traffic comes from (also known as “referral sites”), but it doesn’t automatically drill down to what link or graphic it came from on a given page. This is particularly true if you have multiple links pointing to your site from one referral site page. Google Analytics lumps them together unless you do some advanced tagging.
What is advanced tagging in Google Analytics?
Google allows you to append tags to URLs that get picked up in your Google Analytics as a campaign, so you can see the results of traffic that each link brings into your site. I find this quite handy when trying to understand what elements on a site are actually bringing in traffic and, more importantly, what ads bring conversions (sign ups or sales). I can later use this tracking intellect to determine which ad campaigns to keep running.