We all know how to track campaign URLs in online ads, right? Of course, we do. We use Google's Campaign Builder, a tool that lets us create custom campaigns, which we can easily view in Google Analytics.
Our friends at Bolton Valley Ski Resort use this tool effectively. They input the campaign source, medium, and name, allowing us to easily track the results in Analytics.
Problem
Bolton Valley recently promoted its Ski & Stay Packages and Lift Ticket Specials on several local radio stations. Radio presents a unique challenge because long URLs are hard for listeners to remember. We needed a short URL that we could still track.
Solution
Once again, Google's URL builder comes to the rescue. The URL builder, along with a series of redirects, provided us with the results we were seeking.
Steps
1) Create the lift ticket specials landing page
http://www.boltonvalley.com/tickets-passes-rentals/specials-ticket-packs
2) Build the links using Google's URL builder
utm_source = radio station name
utm_medium = radio
utm_campaign = radiothreepack
http://www.boltonvalley.com/tickets-passes-rentals/specials-ticket-packs?utm_source=eaglecountry&utm_medium=radio&utm_campaign=radiothreepack
3) Generate the short URL and set up the redirect
http://www.boltonvalley.com/eagle REDIRECT TO http://www.boltonvalley.com/tickets-passes-rentals/specials-ticket-packs?utm_source=eaglecountry&utm_medium=radio&utm_campaign=radiothreepack
Results
The combination of the URL builder and redirects provided exactly what we hoped for. We were able to analyze the effectiveness of each custom radio URL in our analytics.