Why Tagging?

By default, Google Analytics tracks all referrals that send traffic to your website. For example, every time a user is referred to your site from Bing, Google Analytics automatically captures the search keyword, the source (e.g. bing.com) and the medium (organic).

Google Analytics also allows pushing campaign-identifying information by adding tags to the end of the marketing destination URLs, in addition to out-of-the-box traffic sources information that are tracked automatically.

Tags are variables that contain campaign information. For example, ‘utm_medium=social’ identifies a social media campaign and ‘utm_campaign=mothers-day-2012’ identifies the Mother’s Day campaign for 2012.

Below you will find a few articles and resources to help you further understand campaign tagging in Google Analytics.


  1. How does campaign tracking work?
  2. Tracking Online and Offline Marketing Campaigns with Google Analytics
  3. Google Analytics Campaign Tracking
  4. Tips for Tracking Email Marketing Campaigns
  5. Campaign Tagging with Google Analytics



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