October, 2014 | H2o Consulting

October 2014

Track your referral URLs in Google Analytics


Google Analytics has an awesome tool for tracking URL from a wide range of campaigns. This is especially useful if you have a number of campaigns with a particular source or business partners. You want to tack the effectiveness of your new campaign with that partner in order to determine if there is an ROI on that campaign.

Google allows you the identify virtually any campaign. They allow you to qualify them under 5 different parameters.

  1. utm_source: Identify the advertiser, site, publication, etc. that is sending traffic to your property, for example: google, city search, newsletter4, billboard.
  2. utm_medium: The advertising or marketing medium, for example: cpc, banner, email newsletter.
  3. utm_campaign: The individual campaign name, slogan, promo code, etc. for a product.
  4. utm_term: Identify paid search keywords. If you’re manually tagging paid keyword campaigns, you should also use utm_term to specify the keyword.
  5. utm_content: Used to differentiate similar content, or links within the same ad. For example, if you have two call-to-action links within the same email message, you can use utm_content and set different values for each so you can tell which version is more effective.

With these five parameters you can use any description you want, which allows you a next to infinite possible combinations.

Here is an example of what one of there referral URL’s would look like in practice.


The best part is that google has a great tool to help you build these links.  Saves you typing it out every time.  Here’s the link to the google URL  referral building tool.

So the next time you are sending a partner a link, remember to create a referral URL for that campaign to further help track your ROI from your precious marketing and sales dollars you spend.