Many web applications have Google Analytics (GA) integrations or plug-ins. If you license a web application or use an open source solution (such as Magento or WordPress), check if there's a preferred GA solution. Also, check out the Google Analytics Installation Guide.
Set Up Tracking for AdRoll Links
To setup GA campaign tracking, create (or edit existing) ads and append Google Analytics campaign variables to the destination URLs.
GA defines five tracking variables that can be appended to your destination links for campaign tracking:
- Source (Required)
- Medium (Required)
- Campaign Name (Required)
|Campaign Source (utm_source)||AdRoll|
|Campaign Medium (utm_medium)||Banner|
|Ad Name (utm_content)||
|Campaign Name (utm_campaign)||
A Complete Google Analytics Example
You can use Google's URL builder to create the campaign tracking parameters that will help differentiate traffic from your various AdRoll campaigns.
We filled out their URL builder form to generate this URL:
- www.adroll.com/landing_page.html is our destination URL
- utm_source=adroll identifies the source of this traffic as your AdRoll campaign
- utm_medium=banner identifies that we served a web banner ad
- utm_content=static_160x600_v002 identifies the specific ad used is our 160x600 static ad
- utm_campaign=web_promo_adgroup_1 identifies that the ad is part of our Web Promo campaign in AdGroup 1
AdRoll Data in Google Analytics
View basic metrics like visits and page views by navigating to Traffic Sources > Sources > All. The default shows sources and mediums and provide a view of traffic sources for 30 days prior to a conversion.
If you set up goals or e-commerce reporting in GA, view the success metrics attributed to your advertising by browsing the appropriate reports.
These reports only include visitors that click through: view-through data is NOT included.
GA processes users who engage with the AdRoll data collection Opt-Ins, such as the Safari banner, as having a UTM Source of app.adroll.com and the UTM Medium of referral.
Set Up Reports
To set up reports, you must be tracking conversions using Goals or e-commerce tracking, and you must also be tagging your marketing links with campaign tracking.