Google Analytics’ URL Builder is a tool that allows us to associate offline and online marketing initiatives into our Google Analytics reports. Using this tool enables us to scientifically pinpoint an under-performing or overachieving channels and help us make better business decisions.
For example, you have promoted your products listed on your website and decided to use print media like SCMP or Apple Daily, or outdoor billboard using POAD or JCDecaux with your product URL prominently placed on these ads. Now, when someone visits your product page, how do you know they are actually readers of SCMP or pedestrians passing by the bus stop billboard at Jardine House? By using URL Builder you can figure it out!
Name of campaign to distinguish the medium we defined.
This output URL will be the one posted to Facebook, instead of the shorter URL. Every time we create this custom URL in URL Builder, the URL always becomes longer, which is something we don’t really like especially if our URL is already long even before we add these parameters. However, there is a way to work around this issue. By using vanity URL, we can redirect them directly to the URL Builder generated URLs.
Say, we use a custom vanity domain name www.anteprima-ifc.com (or perhaps anteprima.com/appledaily) posted along with its promotion printed on Apple Daily, we can redirect it immediately to the URL Builder generated URL http://ifc.com.hk/english/shop.aspx?id=2081&utm_source=Offline&utm_medium=Apple%2BDaily&utm_campaign=Volume%2B25. Note the this URL is different from that generated for Facebook wall.
Hope this post is helpful. Any questions, feel free to leave your comments.