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.
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
Then on the page that will load go to Secondary Dimension and choose Campaign
After that go to Advanced > Include > Campaign > containing > DPA
And press Apply
And now we have the gold report :D!
So what do we see here?
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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