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Campaign Tracking Examples

Below you will find some examples of how to use campaign tracking features with various marketing campaigns. Each contains a brief description of why you might use it, along with best practices and an example. You should use only as many campaign values as you need, so not all examples below contain all parameters.

How to Track Email Marketing Campaigns

Email clicks are treated as direct visits by default, so campaign tracking links add useful context to clicks from that channel. The example below confirms the origin of the traffic (newsletter), the media (email) and reports on the specific email (2023_janeiro_promo) and even tracks which single button was clicked on this campaign (cta-main).

When it's time to review the data, you can look at all the campaigns from your newsletter source to compare your success. Or you can compare content value to see which links in your emails were most successful.

Examples of campaign values

  • mtm_campaign: 2023_janeiro_promo
  • mtm_source: newsletter
  • mtm_medium: email
  • mtm_content: cta-main

Campaign URL based on example above


https://example.com/?mtm_campaign=2023_janeiro_promo&mtm_source=newsletter&mtm_medium=e-mail&mtm_content=cta-principal

Monitoring of Campaigns on Third Party Sites

Maybe you're selling products on a third-party auction site or selling services through a third-party auction site. online jobs. In either case, you probably won't be able to add your own analysis code directly on the platform, but you may use tracked links to ensure data is passed to you when people click to visit your website.

This use case is especially useful when you need to pay for placements on third-party sites. the data collection about exactly which listings and elements people visit means you can focus your budget on the most effective channels.

Examples of campaign values

  • mtm_campaign: product_launch
  • mtm_source: market
  • mtm_medium: display
  • mtm_content: banner

Campaign URL based on example above


https://example.com/?mtm_campaign=lancamento_produto&mtm_source=market&mtm_medium=display&mtm_content=banner

Not only are there many different social networks, but there are also different types of content within those networks. When linking to your website from social networks, you can use campaign tracking URLs to analyze the performance of each network and type of content.

Using Twitter as an example, you can track the different link types with the mtm_content parameter. For example, you can add mtm_content=profile to the link contained in your user bio, mtm_content=tweet to your regular status updates and mtm_content=paid for any sponsored placements on the network.

Examples of campaign values

  • mtm_campaign: product_launch
  • mtm_source: twitter
  • mtm_medium: social
  • mtm_content: tweet

Campaign URL based on example above


https://example.com/?mtm_campaign=lancamento_produto&mtm_source=twitter&mtm_medium=social&mtm_content=tweet

How to Track Cost Per Click (CPC) Campaigns with Google Ads

Using campaign tracking links in Google Ads (and other ad networks) is an interesting use case because you can use dynamic values in place of your campaign values. This means you just need to put a placeholder and the ad network will automatically place the relevant details for each ad you run.

What you need to know about Google Ads and MVMCloud Analytics

By default, every ad you create in Google Ads is not tracked in MVMCloud Analytics. Every click on your ad is identified in MVMCloud Analytics as an organic result from Google with the following value: “Keyword not defined”.

In short, if you don't properly track your Google Ads campaigns, both your paid and organic traffic will be grouped in your MVMCloud Analytics account. However, there is a simple solution to resolve this.

How to track Google Ads campaigns in MVMCloud Analytics

If you want to analyze Google Ads campaigns in MVMCloud Analytics properly, you need to add tracking parameters additions to the final URL of each of your ads.

We recommend using the campaign URL builder from MVMCloud Analytics to add the tracking parameters. If you are already using MVMCloud Analytics, you can access this feature from the Acquisition >> Campaign URL Builder menu.

With MVMCloud Analytics campaign URL tracking parameters, you can send additional data to MVMCloud Analytics, such as:

  • Campaign name (mtm_campaign): the name of your advertising campaign;
  • Campaign keyword (mtm_kwd): the keyword associated with this campaign;
  • Campaign origin (mtm_source): the origin of your campaign (for example, google);
  • Campaign medium (mtm_medium): the type of source (e.g. paid search);
  • Campaign content (mtm_content): the content of your ad;
  • Campaign ID (mtm_cid): A campaign ID identifier for your ad or click ID identifier for the click;
  • Campaign placement (mtm_placement): where the campaign is being run, e.g. Reels, Carousel, etc.;
  • Campaign Group (mtm_group): what is the target audience of the campaign, e.g. businesspeople, traffic managers, marketing agency.

The only mandatory parameter is the campaign name (mtm_campaign), all others are optional and can be adjusted according to your needs.

If you're using Google Analytics, in comparison, this is equivalent to the GA campaign URL builder, which uses UTM codes. By default, MVMCloud Analytics detects URLs marked with Google Analytics campaign parameters. Therefore, there is no need to update your existing Google Analytics campaign tracking URLs when using MVMCloud Analytics. However, when using the MVMCloud Analytics URL parameters you will have more information for your analysis.

If your campaign URL looks like this: https://your-website.com/, your campaign URL will look like this after adding your campaign parameters:


https://seu-website.com//?mtm_campaign=Name-Of-Your-Camapnha&mtm_kwd=Keyword&mtm_source=google&mtm_medium=cpc&mtm_content=Ad-Title&mtm_cid=abc_1234567

Since each ad URL can be triggered by different keywords and can correspond to different campaigns or titles, you will need to customize the campaign parameters for each URL.

Customizing all your URLs individually would take a lot of time under these circumstances. That's why you should know that each URL parameter can be auto-populated in Google Ads with a feature called “Tracking Template”.

Simplifying Campaign URL Parameters with Tracking Templates

Note: The information shown here may vary over time as Google may change how you use the Tracking Template feature.

You can define tracking templates at the account, campaign, or ad group level. For example, when using a account-level tracking template, all your campaigns will have the same landing page with the URL parameters defined in the tracking template. By setting it at the campaign level, it means all your ad groups in the campaign will have the same landing page, and so on. Any tracking template defined in a campaign will override a tracking template defined at the account level.

Account-level tracking model

To edit the template at the account level, you need to click on “Settings”, then click on the “Account” settings tab and set your tracking template default. For example:


https://your-site.com/?url={lpurl}&mtm_campaign=GoogleAds&mtm_kwd=Keyword&mtm_source=google&mtm_medium=cpc&mtm_content=Ad-Title

This will apply to all your URLs in your account. Therefore, it is only useful if your website domain is the same across all your ads. The URL parameter is mandatory here.

It can be limiting to have a static value for “mtm_campaign” and “mtm_kwd”. For Google to allow you to use dynamic insertion, as follows:


https://seu-site.com/?url={lpurl}&mtm_campaign={campaignid}&mtm_kwd={keyword}&mtm_source=google&mtm_medium=cpc&mtm_content={creative}

The “{keyword}” means the data is automatically replaced with the keyword that triggered the ad in your account.

Visit the following page if you want to learn more about the different dynamic tags supported by ads: https://support.google.com/google-ads/answer/6305348#urlinsertion .

Campaign-level tracking model

If you would like to set a tracking template at the campaign level, you will find this option in the “Campaign” settings under Campaign URL options:

Campaign Level Tracking Template

Ad group-level tracking model

You can also set it at the ad group level in the "Ad group" settings:

Ad group level tracking template

As Google mentions: “If you set up URL options at the campaign level, ad group level, or ad level, These settings will override account-level options.”

Now that your URLs are configured correctly, you can analyze the performance of your ad traffic in MVMCloud Analytics once the traffic is generated from these sources.

Ad traffic performance analysis

We hope these examples have helped you in monitoring your campaigns.