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How to Combine UTMs with your Google Analytics to get some super tricks to optimize your PPC efforts

How to Combine UTMs with your Google Analytics to get some super tricks to optimize your PPC efforts

 

When I run Product Catalog Ads I use the prefix “DPA when I name the Campaigns. You will se why in a minute.

 

 

On your Dynamic Facebook Campaign Name always use an indicator (mine is "DPA")
On your Dynamic Facebook Campaign Name always use an indicator (mine is “DPA”)

 

 

In these ads the UTM parameters I use is this:

?utm_source=Facebook&utm_medium=cpc&utm_campaign={{campaign.name}}&utm_content={{ad.name}}

So the final URL where the prospect lands is this:

 

https://example.com/?utm_source=Facebook&utm_medium=cpc&utm_campaign={{campaign.name}}&utm_content={{ad.name}}

 

Now I go to my Google Analytics Account to spot the bad performers that waste my budget in order to exclude them from my catalog.

Go to Behavior > Site Content > Landing Pages

 

 

google analytics report behavior site content landing pages
Google analytics > Behavior > Site Content > Landing Pages

 

 

Then on the page that will load go to Secondary Dimension and choose Campaign

 

 

Landing Page Report > Secondary Dimension
Landing Page Report > Secondary Dimension

 

 

After that go to Advanced > Include > Campaign > containing > DPA

And press Apply

 

 

Put "DPA" on your Advanced Filtering
Put “DPA” on your Advanced Filtering

 

 

And now we have the gold report :D!

So what do we see here?

 

 

landing page report filtered by "DPA"
Landing Pages Report report filtered by “DPA”

 

 

We see landing pages that we send traffic through our Product Catalog Ads (“DPA” stands for “Dynamic Product Ads”).

We also see the Sessions, Transactions, Revenue & Conversion Rate.

(Exercise for you) In this report can you spot the worst performing landing page (row number)?

 

 

Yes! It’s the line 8.

Why?  Because we have 205 Sessions but 0% conversion Rate.

Meaning that we spend budget to drive traffic to that page but they do not convert!

We need to investigate why this is happening and either fix the landing page or exclude this product from our Facebook Product Catalog.

Amazing stuff! That’s the power of the UTMs

(Exercice for you #2) Can you spot some, less obvious, landing pages that underperform?

Yeap! You guessed it again!

 

 

Line 1 & Line 4

Why? Because the overall Conversion Rate for this campaign is 2.10% and they have 1.29% & 0.96%. So we need to investigate why this is happening. Since we have conversions the approach here is different, one way to proceed is to check if the pricing is correct and if the offer is easy to understand for the customer.

Now is your Turn! Harness the power of UTMs and Google Analytics!

Share with us what you found in the comments below.

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