Dynamic Link Tracking
Dynamic Link Tracking allows you to easily create URLs within their posts that 3rd party analytics systems can use to track the effectiveness of your marketing campaigns. In this article, we'll explain the ins and outs of campaign tracking and teach you exactly how to use it in SRM.
In this article:
Using Dynamic Link Tracking in SRM
Where You Use Dynamic Link Tracking in SRM
Setting Up Your Dynamic Link Tracking in Admin
- Choose your 3rd Party System
- Create Your Base URL
- Create Default Contact
- Choose Post Parameters
- Create Custom Parameters
Creating a Tracking URL on the CAPP Page
Click a link above to get directly to that section, or scroll down and start reading.
What is Campaign Tracking?
Campaign tracking is used to determine where clicks on links are coming from, using special links called tracking URLs. Tracking URLS are specially created to include parameters and values that are tracked by 3rd party analytics systems such as Google Analytics, when the link is clicked. When using campaign tracking with SRM, you are getting insight into the effectiveness of your social media marketing efforts.
Using Dynamic Link Tracking in SRM
So how do you use dynamic link tracking in SRM? Using SRM Publish, you can create dynamic links that can be read by Google Analytics or Eloqua and attach those URLs to a Publish post. Admins will set up the various parameters and values that can be attached to a URL, which users can then select in the Create a Postpage to create unique tracking URLs to attach to their posts.
Here's an example of a tracking URL:
http://www.travelagency.com/promotions/visit-orlando.html?campaign_name=ORLANDODEAL&campaign_source=FACEBOOK
The important elements of each tracking URL are the URL, the parameters, and the values. Let's break it down with the example above.
- URL: http://travelagency.com/promotions/visit-orlando.html
- Parameters: campaign_name, campaign_source
- Values: ORLANDODEAL, FACEBOOK
Each part of this URL tells us something about what the brand is trying to track. TravelAgency is trying to drive traffic to their Visit Orlando page with a marketing campaign, which we can see from the URL. The parameters show us the areas they want to track, the name of their campaign and the where they are using the campaign. The values specify the parameters; in this case, the campaign is ORLANDODEAL and the source is Facebook.
Where You Use Dynamic Link Tracking in SRM
You'll use Dynamic Link Tracking in two places in SRM:- Admin Section - Tracking tab
- Create a Post Page (CAPP)
We'll cover both these areas in this article.
Setting Up Your Dynamic Link Tracking in Admin
In the admin section of Publish, you'll see a tab labeled Tracking. This is where you will add parameter IDs and values that will be added to custom URLs. The following are the steps for setting up your Dynamic Link Tracking options.
Note: Dynamic Link Tracking is bundle-specific, so any options you set up here will be visible to the users assigned to the bundle you are currently in, not your entire account.
1. Choosing Your 3rd Party System
Google Analytics and Eloqua use specific items with their tracking URLs. If you are using one of these systems, we've made you a quick shortcut. Using the drop-down menu, select the system you want to use, and we will automatically populate those areas for you.
- Google Analytics - This system uses specific parameters for their tracking URLs. Choosing this system populates those for you, and you can then add values to those parameters.
- Eloqua - You'll see this option if you are an Eloqua customer. You'll need to log in to your Eloqua account. Once you do so, SRM will create your base URL for you, so that section will not appear.
- None - Not choosing a system, leaves the whole page open for you to set up exactly how you want it.
Note: If you start filling out the page using one system, then switch to a different one, any information you've entered on the page will be deleted.
2. Creating Your Base URL
Note: You will not see this option if you are using Eloqua. You will see a login page instead, and after you log in, Eloqua will create your base URL for you.
For Google Analytics, do not enter a base URL. Google Analytics will use the destination link you enter on the CAPP page.
If you are using a 3rd party system that is not Google Analytics or Eloqua, add a base URL here if it is required.
3. Creating Your Default Contact
When selecting Eloqua as the 3rd party system, the CREATE YOUR DEFAULT CONTACT section appears. Specify an email address for the default contact in the Email Address field. The email address you specify is used for unknown external contacts inside Eloqua, and allows Eloqua to capture social campaign performance for the report of contacts.
4. Choosing Post Parameters
This section allows you to select parts of your post to be added as values in your tracking URL. Each field you choose will become a parameter in your URL, and Publish will automatically enter that item from your post as a value attached to that parameter.
Enter an ID for the items you want from to appear in your URL:
- Stream - the streams users select for the post
- Network - the social networks being posted to (Facebook, Twitter, Google+)
- Post Name - the name of the post
- Tags - any tags selected
Note: If you specify Eloqua in the Network field, the Tags field is read only.
- Post ID - the number SRM assigns to the post
- Publishing Author - the SRM user who publishes the post
- Time Stamp - the time the post was published
- User Text - this creates a text field in the parameter area of the post that users can add text to. This text will then appear in the URL.
- Destination Link - the URL that is added to the post
Note: If you specify Eloqua in the Network field, the Destination Link field is read only.
Click Save once you are finished selecting your post parameters.
Here's an example of what this looks like.
Note: The items in these fields will be different depending on the parameters you want.
5. Creating Custom Parameters
This section is where you will create custom parameters and values, which users on your bundle will then be able to choose from when they create a post.
If you have selected Google Analytics, you will see several parameters already created for you. You can then begin to assign values to those parameters.
Adding a Parameter
For all other systems, you will need to start by adding parameters.
- Name - Helps you identify what the parameter is
- ID - The code that will appear for that parameter in the URL
- Checkbox - If you want to require users to assign a value to a particular parameter, check the box below the ID field.
Click Add button to add your parameter. You will see it appear on the left side of the Custom Parameters area.
Note: You cannot add a duplicate parameter name or ID.
Editing a Parameter
Click the pencil icon next to the parameter name. This will populate the parameter fields with the info you previously entered, which you can then edit.
Deleting a Parameter:
Click X next to the parameter name. A confirmation message is displayed asking you to verify that you want to delete.
Note: Any other parameters or values in the parameter's hierarchy will also be deleted.
Adding a Value to a Parameter
Click the triangle next to the parameter name. A box will appear to the right. Enter the value into the provided field, then click Save. You can enter multiple values on this page, up to 10.
Note: You cannot add values with the same name to a parameter.
Add a Parameter to a Parameter (Create a Hierarchy)
After you add a value to a parameter, you can create a second level parameter on that value.
Click the arrow next the parameter, and you'll be taken to the list of values associated with that parameter. To add a second level parameter to that value, click the arrow next to its name.
Enter the parameter information the same way you did before and click Save. You can see where you are in your hierarchy by checking the breadcrumb trail above your parameter list.
You can tell which parameters have hierarchies by the tree icon next to the parameter name:
How Many Parameters Can I Add?
You can have up to 10 first level parameters and up to to 10 levels in hierarchies, so 20 parameters total.
Creating a Tracking URL on the CAPP Page
Once you or your account admin have set up parameters and values, users will be able to use these options on the Create a Post Page. You'll do this in the Choose Values for Your Tracking URL section.
1. Adding a Destination Link
First, you'll need to add a destination link to your post in the Create Your Content section. If you are not using a base URL, this destination link will form the first part of your tracking URL. If you are using a base URL, the destination link will be added as a parameter after the base URL. This is the site you want users to be taken to when they click the URL.
2. Choosing Your Values
In the Choose Values for Your Tracking URL section, you'll see all the parameters that were added in the Admin Custom Parameters section. The drop-down menu below each parameter contain all the values associated with that parameter. Use the drop-down to select the value you want to use.
If you choose a value that has a second level parameter associated with it, the second level parameter will appear with a drop-down for its values.
Note: If you created any post parameters, don't worry about not seeing them here. SRM will automatically add those items for you.
Once you have selected all your values, when you click the Publish Post button, SRM will compile your tracking URL. It will appear as a Publish short link, but all the parameters and values will be included when a user clicks the link from your post. You will also find it in the destination link column on the post grid and the post review panel.