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whwytriright 12 Tracking MSN and Yahoo!
Going back to the above example, the URL for Yahoo!,
aft er customizing with the available parameters, would look
Google Analytics URL Builder
like this:
Fill in the form information and click the Generate URL button below. If you’re new to tagging
links or this is your first time using this tool, read How do I tag my links?
http://www.ecommerceamplifi er.com/?utm_
If your Google Analytics account has been linked to an active AdWords account, there’s no need
source=Yahoo&utm_medium=cpc&utm_
to tag your AdWords - auto-tagging will do it for you automatically.
term={OVKEY}&utm_content={OVADID}&utm_
Step 1: Enter the URL of your website.
campaign={OVCAMPGID}
Website URL: *
http://www.ecommerceamplifier.com/
(e.g. http://www.urchin.com/download.html)
An example of what we entered into Google’s URL Builder to
Step 2: Fill in the fields below. Campaign Source, Campaign Medium and Campaign Name
should always be used.
get this URL above can be seen in the screenshot (page 12).
Campaign Source: * MSN (referrer: google, citysearch, newsletter4)
Campaign Medium:
cpc (marketing medium: cpc, banner, email)
Once the URL is created, simply insert it into the destination
*
Campaign Term: {OrderItemID} (identify the paid keywords)
URL of your paid search campaign and let Google Analytics
Campaign Content: {AdID} (use to differentiate ads)
do the rest. Now, let’s talk about how to do this same thing
Campaign Name*: Ecommerce Coaching (product, promo code, or slogan)
with MSN.
Step 3
Generate URL Clear
Tracking MSN PPC with
Google Analytics.
MSN Parameters in Google URL Builder
Unlike both Google and Yahoo!, which require you to “fl ip Th e two parameters that represent keywords are {Order-
a switch,” to turn on (or off ) URL tagging, MSN requires ItemID} and {QueryString}. Depending on your preference,
you to do nothing; it’s automatically sent with each visitor you may use either, in the location of utm_term in your
that arrives at your site. All you need to know is what it sends Google Analytics-built URL. Th e diff erence is that the fi rst
in order to grab it. one, {OrderItemID}, represents the actual keyword you bid
on, and the second, {QueryString}, represents the actual raw
Here’s what MSN sends:
search terms the visitor entered to get to your site.
Query String {QueryString}.
This is the raw search query that the user typed into the
Now, if you opt for {QueryString} as your parameter of
search box.
choice, understand that the search terms might not exactly
match the keyword(s) you bid on. Th erefore, in this case, you
Match Type {MatchType}.
Represents basic information that will tell you if the
may want to consider adding the {MatchType} to the URL
triggered keyword was broad phrase or exact matched
string as well. Th is can help distinguish in Google Analytics,
(can help you narrow the exact keyword down).
if the search string is actually the keyword itself (i.e. exact
match), or a variation of it (in the case of broad match). I do
OrderItemID {OrderItemID}.
Represents the keyword that triggered the display of your ad.
not use this method myself, but wanted to point out what
you need to consider if you are going one way or the other.
AdID {AdID}. You want data that provides valuable information.
Represents the numeric ID that MSN assigns to your
ad variations.
I prefer to know the exact keywords that triggered the ad
and use the {OrderItemID} as my “Campaign Term”. Now,
Th e items listed in brackets “{ }” above represent the vari-
when you use these in conjunction with Google’s URL Builder,
able data that MSN sends your way with each visitor. It is
you get something that looks like this screenshot above.
this information that you will plug back into our URL to
track performance.
Continued On 16 whwytriright
14 March 2010
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