Sharing her tips and tricks, Rebecca Buchanan, Digital Marketing Officer, writes about how to analyse Facebook campaigns to achieve the most accurate results.
Digital Comms Officer, Rebecca McCormick, shares her top tips about building customised campaign URLs and finding them in Google Analytics.
1a. What are customised campaign URLs?
Customised campaign URLs are destination URLs that have campaign tracking (or “parameters”) added onto the end of them. These “parameters” allow you to easily identify the campaigns that send traffic to your site, in Google Analytics.
1b. When do I need to use them?
Customised campaign URLs can be used for all types of online marketing activity that drive traffic to your site – ads, PPC, paid social, organic social, email marketing, etc.
For example, you might not want to just see your incoming traffic from Twitter, but whether that traffic is the result of a particular series of tweets. Or, you might not want to see the influx of traffic from a newsletter, but whether that traffic is the result of a particular banner or link in the email itself.
2. How do I build a customised campaign URL?
To build a customised campaign URL, you will need to use the Campaign URL Builder tool, filling out the fields below. You must fill out the first 4 fields which are shown below:
1. The “Website URL” is the full webpage URL you are directing traffic to.
2. The “Source” is the “referrer” – what specific source brought traffic to the webpage. This could be “google”, “newsletter1”, “twitter”, “exampleblog” etc.
3. The “Medium” is the “marketing medium” – the type of activity that brought traffic to the webpage. This could be “organic”, “email”, “banner”, “cpc”, “referral” etc.
4. The “Name” is how you want to name and identify your specific campaign, promotion, or product. This could be “notalone2017”, “givingtuesday”, “longestdaygolf” etc.
“Term” and “Content” are optional fields, often used when creating customised campaign URLs for paid search or ads. For when to use these fields, please see the definitions below:
For consistency, it’s best to fill in the fields using lowercase with no spaces and no special characters.
As you are filling in the fields, or making any changes to fields, the URL will be automatically updated below. Click “Copy URL” to copy the full URL. Alternatively, click “Convert URL to Short Link” to convert the full URL to a shortened Google one. Shortened URLs are useful when a full URL is difficult for users to remember, or looks confusing or unattractive for users. Another option is to convert your customised campaign URL using a URL shortening site.
3. How can I find data for my customised campaign in Google Analytics?
Log in to Google Analytics.
1. Select your chosen “view” and date range in the top right-hand corner. Navigate to: Acquisition > Campaigns > All campaigns.
2. Type the name of your campaign (that you used when creating the customised campaign URL) into the search function. If you can’t see your campaign, check that you entered it correctly or try typing in just part of the campaign name. You can also click “show rows” in the bottom right-hand corner, to show more rows. Isolate your campaign from any others by clicking on it (the name, in blue).
3. You’ll then be able to see the data arranged by “source/medium” (based on the naming conventions that you entered when creating the customised URLs). You can isolate one “source/medium” from any others by clicking on it (the name, in blue). If a specific “source/medium” is not showing, try clicking “show rows” in the bottom right-hand corner, to show more rows.
4. If you want, you can then select the box next to your “source/medium” and click “plot rows” (just above it) to plot its performance over time. Or you can click “Export” at the top of the report, to export the data to a csv or pdf.
5. When exporting data, remember to click the “day”, “month” or “year” button, and select the metrics that you would like (using the drop-downs above the graph e.g., “Sessions” and “New Users”) to dictate format and content of your csv data.
Social Media Officer, Hayley Devlin, discusses the importance of awareness days/weeks/months.
As a cancer charity, we see awareness days a lot. October, famously, is for Breast Cancer Awareness. In January, we have Cervical Cancer Prevention Week and in June it’s Cervical Screening Awareness Week. In November, it’s a triple whammy: Lung Cancer Awareness Month, Mouth Cancer Action Month and Pancreatic Cancer Awareness Month.
Here’s an example of a Facebook post we ran for Lung Cancer Awareness Month:
Our Social content calendar features a whole host of ‘awareness’ days and they’re not always cancer related. There’s Deaf Awareness Week in May, Random Act of Kindness day in February and (our personal favourite) World Emoji Day in July.
But why tie in some of these seemingly frivolous days with our content? Shouldn’t we be posting about different cancer types all the time anyway?
Social media is, essentially, just a big conversation. It’s a loud and busy one, and it’s easy for your voice to get lost in the crowd. Awareness days, weeks and months are great because they usually trend, making the conversations visible to people who might have otherwise missed it. As social gets more saturated, reaching new audiences organically (without any spend) is becoming increasingly difficult. The #AwarenessDays are great, because they’re a conversation that lots of people are already having, and present us with the opportunity to add in our two cents, reaching new people along the way.
Of course, cancer awareness days/weeks/months are particularly important to us. They give us an excellent springboard to create content we know will not only be relevant, but that people are also looking for. One of our top performing posts of the year came from Cervical Cancer Prevention Week in January. It had a staggering organic reach of 362,319, was shared 2,048 times and earned 5,115 likes. To put that into context, our top performing post this year was our tribute to Caroline Aherne. It had an organic reach of 549,909 people and earned 6,554 likes. It was also a video, which we know the Facebook algorithm still favours, so the fact that our cervical cancer awareness post did so well is a testament to how important they are.
Here’s an example of a Cervical Cancer Prevention Week post:
On top of allowing us to showcase our cancer information and support services, the more ‘fun’ days are a chance for us to think more creatively. They give us the opportunity to showcase Macmillan using an angle we may not normally go for. For #WorldEmojiDay, we created a timeline out of emojis to help show how we’ve grown as an organisation since our beginnings. The World Emoji Day tweet had 38,477 impressions, which is more than double our average (average of about 13,000).
Our World Emoji Day Tweet:
On #WorldKindnessDay, we used a quote from the Not Alone Campaign and a tip from The Source to encourage people to share their own tips on the platform. We used #WorldHelloDay to introduce some of the experts we have on the Online Community. We’re always on the lookout for new awareness days to consider for our content planning.
Mind you, I don’t see us posting about International Dog Biscuit Appreciation Day at any point soon!