How to Tag and Track Social Media Traffic For Google Analytics

Comments:11

  1. Hi Ana,
    Great overview. I’m curious how your advice above relates to the “Social” tab and the Social settings you can now add in GA? If I’m using a custom tag like “social-media” or something, does that mess up with getting the data included in the Social reports? Would love to hear your thoughts!

    1. Hi Steve, sorry for the delayed response and thanks for the question. YES, using custom tags does mess up the Social reports. You can only use utm_medium=referral or utm_medium=social if you want them to be included in these reports. I personally don’t really like the social reports because I like to see all the sources together with all the same attribution logic, but I may revise this article to better address GA’s built-in social reports.

  2. Ana – How about if you are testing multiple posts per campaign (variations, or timing). Typically you would use utm_content to differentiate each distinct post for the campaign. How would you do that while still setting medium = referral.

  3. Ana, I see many examples of using the URL builder that only include the domain name in the utm_source parameter (e.g. facebook). In your tagging structure you recommend including the TLD (e.g. facebook.com). Does that make any difference or would your tagging system work with or w/o the TLD ending?

    1. Hey Marco, you can do it either way. The only reason I include the .com part is for consistency, since on untagged links, GA displays the full domain name. That means if you tag your URLs as just “facebook”, your tagged URLs would appear as “facebook” while your untagged URLs appear as “facebook.com”. That may or may not be fine depending on your preferences and how you intend to report.

  4. How about if you are testing multiple posts per campaign (variations, or timing). Typically you would use utm_content to differentiate each distinct post for the campaign. How would you do that while still setting medium = referral.

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