Using Views And Filters In Google Analytics

Have you ever wanted to filter out yourself or your office from your site’s Google Analytics? Or, have you ever wanted to make modifications to the data as it comes into Google Analytics? If so, using filters are a great way to do that!

What Are Views?

If you have already set up Google Analytics, you may have noticed that you were viewing reports in a view called “All Website Data” or similar. This is the default “view” that is set up when you create a new property. Each view is a different set of data that was sent into Google Analytics for the property.

When your site sends data to Google Analytics for a property, it will look through all your views to see which views to add the data to. Right now, you may just have the “All Website Data” view which, by default, will receive all data from your site. This is a great place to start.

However, there may be things you want to remove from the data. For example, if you have a dedicated desktop computer, you may want to remove all of your interactions with your own site from the data. You may also want to remove spam and bots from the data too.

Since views can also have different permissions, I have seen some people set up views with specific limited data and give some users only access to that view. One example may be a salesperson who only needs to focus on data relating to certain pages and needs to set up goals that are different than the main view’s goals.

Setting Up Your First View

Before you begin with views and filters, the first thing to know is that you will never want to modify the “All Website Data” view. Data cannot be added to a view retroactively. So, if you accidentally set up a view to where it doesn’t store any data for your site, you will not be able to get the data back. So, by keeping the “All Website Data” view as-is, you know you will also have all the data to go back to.

So, most people set up a second view. Some people call it “Real View”. Some call it “Master View”. For most of my sites, I just call it “Without me and spam”.

Keep in mind that the only data in a view is what was collected after it was created. So, none of your data already in Google Analytics will appear in a view which is why you want to set up your first view as soon as possible.

To set up your new view, go to the Admin area and select your account and property. On the far right, will be the view settings for your default view. You can click the “Create View” button to create your new view.

Screenshot of the Admin view in Google Analytics showing columns for Account, Property, and View.

Name your new view, change the timezone if needed, and then click “Create View”. If you are not already, go back to the Admin area and click the dropdown on the far right under “View” to select your new view. Make sure to not make changes to the “All Web Site Data” view.

The first thing that you will want to do is click “View Settings” and scroll down to the “Bot Filtering” option. Go ahead and turn that option on.

Screenshot showing new view settings including "Bot Filtering".

Note: If you want to track what people search for on your site, be sure to turn on “Site search Tracking” while you are in the View Settings. In WordPress, the default query parameter to enter is s. If you are not using WordPress, you will want to search or ask the support team of the software you are using to determine the query parameter.

Once you have turned on bot filtering, go ahead and click Save. Great! You have your first custom view set up. Now, let’s add your first filter.

Adding A Filter

If you are not already, go back to the Admin area and click the dropdown on the far right under “View” to select your new view. Make sure to not make changes to the “All Web Site Data” view. This time, click on “Filters”.

Screenshot of view settings in the admin of Google Analytics with "Filters" highlighted to reveal an empty table for filters.

Filters are how we can tell Google Analytics what to include, exclude, or modify in this view. We can use filters to exclude IP addresses (such as your desktop computer), locations, certain referrals, certain parts of your site, and much more. Additionally, you can use filters to exclude data that you know is spam.

For example, there was an issue in 2018 where a lot of bots were sending in fake information into certain fields within Google Analytics. The easiest way to get rid of it was by using a filter.

Lastly, you can use filters to modify data as it comes into Google Analytics. Something to remember in Google Analytics is that everything is case sensitive. So, example.com/thankyou is different than example.com/THANKYOU. Also, if you are using campaigns, spring-sale-2019 is different than SPRING-SALE-2019.

As such, Google Analytics will report these as two different things. So, we could use a filter to lowercase or uppercase everything before it gets entered to ensure Google Analytics counts these things as one thing.

To get started with our first filter, click “Add Filter”.

Screenshot of creating a new view with the filter name set to "Removing my desktop" and filter type set to "Predefined".

After you create some filters, you can re-use them in other views and other properties to make things easy. Since we are creating our first one, we will click “Create New Filter”. Next, enter in your filter’s name. Be descriptive of what the filter is doing as you may have many filters in the future.

Google Analytics has many of the common filters as “Predefined”. There are many more things you can do with filters by using “Custom” but, for now, we will use Predefined. Select “Exclude” from the first dropdown and “traffic from the IP addresses” for the second dropdown. Finally, select “that are equal to” in the third dropdown.

Now, open up a search engine, such as Google, and search “What’s My IP?”. Most search engines will list your IP for you. Then, copy that IP address into the “IP address” field for your filter.

Depending on which type of filter you are setting up, Google Analytics may tell you how many data points would be filtered out by the filter in the “Filter Verification” section to help you verify that you set it up right.

Once you are ready, click “Save”.

The last thing to keep in mind before you add more filters is that these are applied one-at-a-time in the order you add them. For most sites, this will not be a problem. However, there may be times you want to have filters build upon each other. After you add multiple filters, you will see a new “Assign Filter Order” button appear.

Screenshot of the filter table showing several filters added to the view including "Spam Filter" and "Force Lowercase Campaign Source"

If you click this, you can re-order the filters to achieve the results you need.

Next Steps

Great job! You now have your custom view and a filter applied to it. Now, if you haven’t already, you will want to make sure you have event tracking set up as well as your conversion tracking.

Getting Started With Google Tag Manager

As you grow and market your websites, you tend to add more 3rd-party scripts on your site for assisting with marketing. Some scripts may be for tracking conversions and advertising such as Google Analytics, Facebook pixel, Quora Pixel, and HotJar.

As you add more of these types of scripts or “tags”, it can be a bit technical in adding these to your site or making changes. Additionally, if you have multiple people working on marketing, it may be challenging to manage the changes everyone is making. This is where the concept of a “tag manager” comes in.

What is Google Tag Manager?

A tag manager is a service that allows you to add various new scripts and pixels to your site using an interface instead of having to manipulate the code. Additionally, most tag managers will enable you to have different people working on configurations and settings at the same time.

Google Tag Manager is a great way to manage your site's pixels and tags. Click To Tweet

Google Tag Manager is Google’s answer to this problem and is part of their marketing platform. Another service you may have come across is Segment.

What makes Google Tag Manager a great place to get started is because it is both free and easy to set up. It even has a quick set up to integrate some of their other products, such as Google Analytics, that you may use.

The Basics

Screenshot of main dashboard in Tag Manager showing one account and two containers.

Before we can create our account and get our tags set up, we need to review some of the concepts and terms used throughout Google Tag Manager.

Account

If you have used other Google marketing products, such as Google Analytics or Google Ads, you may have come across this before. It is important to point out that the “account” is not your Google Account. Many Google Accounts can be associated with accounts in Google Tag Manager, and you can have multiple accounts in your one Google Account.

For example, you may be using Google Tag Manager for multiple clients or even numerous businesses that you manage. You could have separate Google Tag Manager accounts for each of these.

Container

Inside each of your accounts, you can have multiple “containers”. This is similar to the “properties” in Google Analytics. Each container can represent a different site within the account. So, if your business has two separate sites, you may have one account with two containers in it.

Workspace

Inside your containers, you can have multiple workspaces. If you are the only person managing the tags and you do not make a lot of changes, you may just use only the “Default Workspace”. However, maybe you had someone else who was working with you. This other person may be testing out new tags at the same time you are.

You could have separate workspaces for each of you. Each workspace would allow each of you to make changes without affecting the other. Then, once one of you are ready, you could “publish” your changes to the site. The other person just updates their workspace to see your changes.

Tags

The “tags” are the main focus within Google Tag Manager. Each tag you create will have some configuration about how it gets triggered and what data to send to which service. You can have many different tags and even group them inside folders for organization.

Triggers

For each tag you create, you will specify what “triggers” the action. In many cases, you may use the default “page view” trigger. This would mean that the tag completes the action on every page of your site when it is loaded. This trigger is used with Google Analytics and other pixels you may add.

Some custom triggers may include when a site visitors plays a YouTube video or submits a form. These triggers would then cause certain tags to complete an action.

Variables

Depending on your tags, you may have a variety of different “variables” or custom data that you want to send to your various services. One example may be the name of the video the visitor played. Another example will be your settings for your Google Analytics and its tracking ID.

Setting Up Google Tag Manager

Now that you have some basic understanding of the concepts, it’s time to create your first container. If you haven’t already, sign into Google Tag Manager.

Then, create your first account. If you are just using the product for your own business, you can name the account after your business.

Screenshot of a panel that says "Add a New Account" with a textbox with a label of "Account Name".

Next, you will create your first container. Copy in your website’s URL and then click create.

Screenshot of a panel that has a heading of "Container Setup" with a textbox with a label of "Container Name".

Once created, you should be directed to the default workspace of the container. If not, click on your container from the main dashboard.

Screenshot of the workspace overview page showing a navigation along the left and navigation along top toolbar.

Inside your workspace, you will see a menu along the left sidebar. The first item will be which workspace you are in. For now, you can stay in the default workspace. If you add new people to your team, you may want to look more into adding other workspaces.

As you make changes within your workspace, these changes will be saved but not published onto your site. After you make changes and you are ready for them to be on your site, you will click the blue “Submit” in the top-right corner. Before we do that, let’s create your first tag.

Creating Your First Tag

In most cases, the very first tag you will add is Google Analytics. So, let’s walk through how that process works. First, click “Tags” in the left sidebar.

Screenshot of a panel that says "Tags" with some text of "This container has not tags, click the "New" button to create one.".

When you first start, this screen will be empty. Over time, you may have dozens of different tags here. To get started with our first one, click on “New”.

Screenshot of panel that has two sections labeled "Tag Configuration" and "Triggering".

A new panel will appear. You can name each tag whatever you choose, but I recommend being descriptive so you can find it later. For this one, I will call it “Google Analytics”. The next step when setting up your tags is filling in the configuration. Click on “Tag Configuration”.

Screenshot of a panel that says "Choose tag type" with a list of different tags including "Google Analytics - Universal Analytics".

Another new panel will appear. In this panel, you can choose which type of tag you are configuring. There are many built-in integrations that you choose from including Google Analytics, Google Optimize, Crazy Egg, Twitter Website Tag, and more. For now, click on “Google Analytics – Univeral Analytics”. Depending on the type, the next screen shows a few different settings that you can configure.

Screenshot of "Tag Configuration" panel showing "Google Analytics" as the Tag Type with settings of "Track Type" and "Google Analytics Settings".

For this first Google Analytics tag, you will want to leave the “Track Type” as “Page View”. If you click on the drop-down for the “Google Analytics Settings”, you can click on “New Variable” to set up our tracking ID and settings.

Screenshot of "Variable Configuration" panel showing variable type as "Google Analytics Settings".

This will be your first custom variable. You can name it whatever you wish, but I would suggest something such as “Google Analytics Settings”. There are a lot of settings you can configure for Google Analytics by clicking the “More Settings” link.

However, we will keep the defaults for now. The only thing we need to do is copy in our tracking ID. If you go to the admin area within Google Analytics, you can go to the property you want to send data to from this container’s site.

Screenshot of Admin page in Google Analytics showing three columns with "Property" in the middle. In the property column, "tracking code" is highlighted.

For example, you may have a container for example.com, and in Google Analytics, you should have a property set up for example.com. So, you will want to go to that property and click on “Tracking Information”. In the menu that appears, click on “Tracking Code”.

On that page, there will be a tracking ID for this property. Copy that tracking ID and paste it back into the settings in Google Tag Manager. Finally, click save for that variable.

Screenshot of the "Triggering" section when editing the tag that says "Choose a trigger to make this tag fire".

Now, scroll down to the “Triggering” section and click on that section.

Screenshot of the triggers panel that says "Choose a trigger" with one labeled "All Pages".

For your first few tags, you will only have one trigger available. As you continue adding new tags and want to track more interactions, you will add a variety of triggers that will be listed here. For now, click on “Page View”.

Now that your tag has a configuration and a trigger, you can click the blue “Save” button.

Adding Google Tag Manager To Your Site

Before we can finalize our tags, we need to get the script onto our site. Depending on what software or platform you used to create your site, this may vary significantly.

The first step will be to click on the GTM-XXXXXX code along the top toolbar of your workspace. This will open a popup that looks similar to the one in the image.

Screenshot of a popup that says "Install Google Tag Manager" with instructions of "Copy the code below and paste is onto every page of your website".

You will need to add this code to your website to install Google Tag Manager. Once installed, you will be able to add new tags and pixels without needing to add new code. Some website software has an area to add code for the “head” and “body”. You will need to find those settings within your platform to add this code or give this code to your developer.

If you are using WordPress, you can use a plugin such as Insert Scripts in Headers and Footers. Using that plugin, you would copy in the code as shown in the image below and then click save.

Screenshot of the settings page for "Insert Script In Headers And Footers" with the textboxes having the code from the tag manager install popup.

Once you have installed the code for Google Tag Manager, be sure to remove any code for Google Analytics, if previously installed. If not, all data will be duplicated in your analytics since we are now sending that data through Google Tag Manager.

Previewing And Publishing Changes

Now that we have Google Tag Manager on our site, it’s time to finalize our changes. Along the top toolbar, you will see two buttons: “Preview” and “Submit”. If you click on “Preview” and then go to your website, you should see a popup that appears for Google Tag Manager.

Screenshot of previewing tag manager on a site. Shows a small popup along the bottom that has a summary that says "Tags fired on this page".

This preview will allow you to see which tags are firing to make sure everything is set up correctly before making these changes live for all site visitors. In our case, we can see the Google Analytics tag was fired when I loaded the page.

Now that we are happy with the changes, go back to Google Tag Manager and click Submit.

Screenshot of the submit changes panel. Shows options of "Publish and Create Version" and "Create Version" as long as textboxes for name and description.

In the new panel that opens, you can enter in a version name and description. At the bottom, you will see a list of all the changes that were made since your last version.

You could click “Create Version” without publishing. If you had multiple people working in different workspaces, this would be a way to let them see the changes without publishing to your site.

Since we are ready to add this tag to the site, we can keep the “Publish and Create Version” selected and then click “Publish”. You now have Google Tag Manager on your site and are sending data to Google Analytics!

Just to make sure, go back to Google Analytics and go to the “Realtime” page. Go to your site in a private or incognito browser. You should see your visit appear in the “Realtime” section.

Next Steps

Now that you have Google Tag Manager all set up and ready to go, you can add your other tags and pixels. Additionally, you can add new triggers and new tags to send certain events to Google Analytics. For example, you could send an event to Google Analytics when a button is clicked, a form is submitted, or a video is played.

Using Event Tracking In Google Analytics

Using Google Analytics is a great way to understand your website’s visitors. By default, Google Analytics collects data about the pages a person visits on your site. But, there are actions that a person may take on your website that you may also want to collect data about.

Maybe, you have an opt-in form on your website so people can subscribe to an email list and this form is a vital part of your sales funnel. Or, there may be videos on your site, and you want to know which videos are played the most. This is where event tracking comes in.

Not familiar with Google Analytics? You should probably check out my “Getting Started with Google Analytics” article first.

What is Event Tracking?

Screenshot of the "Overview" page inside the "Events" section of Google Analytics. Shows a line chart of number of events over the month.

Events are a specific action someone may take on your website that gets sent to Google Analytics. For example, there is a popup on this site where you could subscribe to a structured, 6-day email course on Google Analytics. When you submit the form, an event is sent to Google Analytics.

This allows me to see an aggregate view of which channels are sending the most people who sign up for the email course which helps me optimize the experience better.

Instead of a form, you might have a video on your page that you want users to watch. Many video players allow you to send an event when someone starts watching a video and when they watch the whole video. So, you could see the percent of users who watch the video and compare that based on where they came from and which pages they visited on your site.

Using event tracking in Google Analytics is a great way to add data about what actions are happening on your website to your reports. Click To Tweet

If you have a contact form or a “get a quote” form on your site, you could send an event when someone submits the form. This is beneficial when you want to see which acquisition channels are sending the most users that are submitting your form.

Then, you can see how these users go on to make purchases on your sites to optimize and test different strategies for improving the process of taking a new user through the purchase.

The Parts of an Event

Each event has a few elements to it to help you compare and track different types of events. These are the category, action, and label.

Event Category

This is a way to group a set of events together. For example, all of my content upgrades use the category of “Content Upgrades”. This could also be “survey”, “videos”, “pdf”, etc…

Event Action

This is the specific action the user has taken on your site that you want to track. For my content upgrade, I use “download”. For my email opt-ins, I use “subscribed”. Some other examples could be “downloaded”, “play”, and “stop”.

Event Label

Event labels allow you to send over some additional information about the event. If you have more than one of the category on your site, this may be an excellent way to identify which has been interacted with.

An Example

If you have multiple PDF’s on your site, you may use “pdf” as your category and “downloaded” as your action for all of them. You would then use the label to identify each of them. So, for the PDF’s, you may have labels of “My eBook”, “Meal Plan”, and “Case Studies”.

Let’s say you had a video in the header of your website called “Getting Started” and then another video in the content of your website called “Why Use Us”. You could structure your events like this:

  • Getting Started Video
    • Event Category: Video
    • Event Action: Play
    • Event Label: Getting Started
  • Why Use Us
    • Event Category: Video
    • Event Action: Play
    • Event Label: Why Use Us

Reviewing the Data

Screenshot from the "Top Events" page showing the top 3 event categories in a table with a column for total events.

Once you have events being sent to Google Analytics, the events can be seen in the “Behavior” section. In the screen above, I went to the “Top Events” section to see the top events on the WP Health website. You can add a secondary dimension to see where the user came from.

Or, you can click on one of the “Event Categories” to get a report of all the actions within that category. Then, add a secondary dimension to review those actions such as in the screenshot below where I am reviewing just the event of someone clicking the “Start Your Free Trial” button.

Screenshot of a report in Google Analytics with the "Event Action" as the primary dimension and "Source/Medium" as the secondary dimension.

If you are running paid ads, such as Google Ads or Facebook Ads, and your primary objective is to get leads to fill out a form, event tracking is useful in determining which ads or platforms are getting you the most leads for the least money.

How to Use Event Tracking

Since event tracking requires some specific code that is unique to each action on your site, it can be challenging to add event tracking yourself. Luckily, most software and features you use usually have an event tracking option built-in.

For example, I use a WordPress plugin to create content upgrades. In the settings for the plugin, there is an option that I can turn on that allows the plugin to send an event to Google Analytics when someone submits the content upgrade form.

Screenshot of a setting in the content upgrades plugin labeled "Fire a Google Analytics event when content upgrades are submitted".

I use Ninja Forms to create forms on one of my sites. Most form plugins, such as Ninja Forms or Caldera Forms, have settings (sometimes in the free version and sometimes as a paid option) to turn on event tracking.

I also use Drip for some of my email marketing. My opt-in form allows users to enter their email address to subscribe to the mailing list. The Drip settings will enable me to configure an event that is sent to Google Analytics when someone submits the opt-in form.

Screenshot of a setting in Drip labelled "Send an event to Google Analytics upon submission" with a help tip of "Look for events with the event category "Drip Opt-in Form".

Most email marketing platforms have a similar option.

If you are using YouTube videos, you can use the Google Tag Manager to set up a “YouTube Video” trigger.

What’s Next?

The next step you will want to take is to look through the various elements and products you use to see if there are settings for enabling event tracking. For most email list providers, eCommerce platforms, and form builders, there are usually options for turning on event tracking.

Next, if some of the events are part of a secondary or primary goal of the site, you could set up a goal in Google Analytics which would allow you to see the conversion percentage within many of your other reports.

Also, if you are not using UTM’s yet, be sure to check out my “Not Using UTMs? You Should Start Right Now!” article.

Not Using UTMs? You Should Start Right Now!

When you are trying to get visitors to your site from a variety of sources, things can get a little complicated when deciding which marketing channel to focus your time and money. Maybe you are using paid ads, social media marketing, email marketing, and more to drive traffic to your site.

If only 5% of your site visitors are converting to paid users or signing up for your email list, you would probably want to know which source of your site’s traffic is getting the most visitors to take action on your site.

With UTMs, you can:

  • See which links in your emails convert the best
  • See how many people click the link in your email signature
  • See which social media posts create the most customers
  • Group links across marketing channels into campaigns to compare different campaigns
  • And much more!

What Are UTMs?

UTMs (Urchin Tracking Modules) are one of the best tools to see which link is sending the most visitors to your site that are converting. In this case, converting means completing the thing you want them to do the most. That could be purchasing your product, signing up for your email list, or any other goal that you have set.

Using your website analytics, you can track the UTM parameters or components added to the end of a URL. Just getting started with analytics? Check out my “Getting Started with Google Analytics” article.

UTMs are one of the best tools to see which link is sending the most converting users to your site. Click To Tweet

You have probably come across UTMs before as you have browsed the web. The following URL is an example of a URL with UTMs:

http://example.com/?utm_source=google&utm_medium=search&utm_campaign=campaign_1

In the next image, you can see the Google Analytics for one of my sites. That is the acquisition overview.

Screenshot of "Acquisition" section in Google Analytics showing a few different channels such as Referral and Email.

We can then go deeper into these pages to see how our UTMs compare. For example, in the image below, I examined data from email marketing.

Screenshot from Google Analytics showing a list of campaigns and the sources with mediums.

Parts of a UTM

Diagram showing the parts of a UTM: campaign, medium, source, content, and term.

Each URL will have several UTM parameters added to the end which will be used in a few different ways. Let’s take a look at each part individually.

Campaign

The “campaign” part of a UTM is the name of your campaign or reason for sharing this URL. For example, you might have the main campaign for sharing your homepage. So, you could use “main” or “homepage” as your campaign name. You may also be sharing individual blog posts and use a campaign name such as “intro-to-google-analytics”.

This parameter is for you to identify the URLs when viewing the data in your analytics. Inside Google Analytics, you can compare different campaigns. So, this part of the UTM will be how the website analytics groups different URLs together.

Medium

The “medium” part of a UTM is the type of platform that you are sharing your URL on. For example, if you are sharing a blog post on Facebook, you would use “social” for your medium. If you were using a link in your email marketing, you might use “email”.

Source

The “source” part of a UTM is the platform that you are sharing your URL on. If you are sharing on social media, then your source might be “Facebook” or “Twitter”. If you share this link inside your email marketing, the source may be the specific email such as “welcome-email” or “google-analytics-course-email-1”.

Content

The “content” part of a UTM is an optional parameter that you can use to differentiate between URLs that are using the same campaign, medium, and source.

Another example would be using this to show the different links in the same email. You may send out an email announcing a new feature or sale that has multiple links. You can use this parameter to show the difference between the links using “top-of-email-link” and “bottom-of-email-link”.

Term

The “term” part of a UTM is the final parameter and is also optional. You can use this part when the URL is a part of paid ads to track the keywords. You would enter the keyword that you were targeting to keep track of which subsets of ads were converting the most visitors to your goal.

Example of Usage

Now that you have a general idea of what UTMs are let’s take a look at an actual example of how you can implement these in your marketing. Recently, I hosted a webinar. I sent out several emails and posted many times on social media. I needed to be able to know exactly which link got the most registrations so I can optimize my marketing approach.

In my announcement email, I included three links to the registration page: one at the beginning after mentioning the introduction, one in the middle after some copy about the problem, and then one at the end of the main pitch.

The UTM parameters I used were:
URL: https://frankcorso.me/webinar-register
Campaign: google-analytics-webinar-040317
Medium: email
Source: launch-email
Content: first-link

So, I had three URLs that looked like this:

https://frankcorso.me/webinar-register?utm_campaign=google-analytics-webinar-040317&utm_medium=email&utm_source=launch-email&utm_content=third-link

This URL was for the third link in my email which was:

Screenshot of email that has a link saying "Click here to register".

All three links had the same URL, campaign, medium, and source. I set the content as “first-link”, “second-link”, and “third-link”. After the email, I looked at my analytics and saw that, while more users clicked the third link, more users who clicked the second link signed up for the webinar.

Using this insight (and more gained from the next few emails), I was able to optimize the emails to convert the most users from my email lists to registering for the webinar.

I also used this same technique with social media marketing. I tested several different tweet formats including with images, without images, links at the beginning of the tweet, links in the middle, and links at the end.

I created URLs like this:

https://frankcorso.me/webinar-register?utm_campaign=google-analytics-webinar-040317&utm_medium=social&utm_source=twitter&utm_content=tweet-2-no-image

Again, the campaign, medium, and source were the same, but the content was different for each tweet. I can then see these values in Google Analytics to see which tweet format converted the most webinar registrations. In my case, tweets with the link in the middle of the tweet with images saw almost 200% more conversions compared to the others.

Reviewing Your Data

Once you started using UTMs, you will want to go to Google Analytics to see how your URLs are performing. To do so, begin by logging into Google Analytics. Next, click on the “Acquisition” link in the side menu and choose the “Overview” option.

Screenshot of Google Analytics showing the "Acquisition" label in the left navigation.

The overview page will list out the main mediums that generate traffic to your website.

Screenshot of "Acquisition" section in Google Analytics showing a few different channels such as Referral and Email.

From the overview page, you can click each of the mediums to look deeper into that medium. Alternatively, you can go back to the “Acquisition” menu and look into the “Traffic” or “Campaigns” submenus to start with other UTMs.

Screenshot from Google Analytics showing a list of campaigns with number of sessions from visitors.

For example, when I want to review the data for one of my campaigns, qsm_plugin, I will go to the “All Campaigns” option and then click on qsm_plugin which brings up this page:

Screenshot from Google Analytics showing a list of sources and mediums with the content for each.

Using the drop-down labeled as “Secondary dimension”, I added the “Ad Content” which is the UTM parameter of content. Using this view, I can compare which links with the same campaign, medium, and source but different contents. For example, in the screenshot above, we can see my link for Quiz And Survey Master’s landing page product provides a bit more traffic compared to some of the other products listed on the addons page. If I scrolled farther to the right, it would show the revenue generated for each of those links.

You can use this same view to review the data from any of your tests.

How to Create URLs with UTMs

Creating these URLs could be extremely difficult and time-consuming to have to type the URL out. Make sure all the parameters are correct every time can be tedious. Luckily, there are free tools to do this for you.

These tools will ask you for the UTM details and then create the URL for you. Google Analytics has its Campaign URL Builder, and Facebook has its URL Builder. I also have used this one by Effin Amazing. You can find many others by searching for UTM builder.

Once you create your URL, you will want to keep the URL somewhere to assist you in using similar URLs in the future. For example, if you are sharing a blog post multiple times on Facebook, you will want to use different content every time. So, you will need to know all the content that you have used before.

Many marketers use spreadsheets to list out each of the URLs and UTMs they have used. This allows them to look up the UTM parameters to see what they have used before.

What’s Next?

Now that you are familiar with UTMs, you will want to start using them every time that you are sharing URLs from your site. To be effective, you need to be consistent with UTMs to accurately track the data in your analytics

Need some more ideas of what to test? Try some of these:

  • Test different formats for your email signature to see which gets the most clicks
  • Test different structures for your tweets to see which gets the most clicks and leads to the most conversions
  • Try using links in various places in your email marketing to see which converts better
  • Test which business card layout drives the most traffic (use a URL shortener such as Bitly to make it easy)
  • Test conversions from presentations that you give in multiple places