GOOGLE ANALYTICS TRAINING Texas A&M Foundation

RESOURCESo Give.am/tamfgaresources

GOOGLE ANALYTICS CAMPAIGN TAGGINGThe Google URL builder helps you add parameters to URLs you use in custom web-based or email ad campaigns. A custom campaign is any push marketing effort not using the AdWords auto-tagging feature. When users click one of the custom links, the unique parameters are sent to your Google Analytics account, so you can identify the URLs that are most effective in attracting users to your content.

WHEN TO USE A GA LINKWHEN LINKING FROM AN OUTSIDE WEBSITE TO A FOUNDATION SITEANYTHING PUSHING TRAFFIC FROM THE OUTSIDE TO THE FOUNDATION

WHEN TO USE A GA LINKWHEN LINKING TO A PAGE ON TAMF’S WEBSITE OR WEB PROPERTIES o A page on the Foundation’s main website (txamfoundation.com)o A page on the planned giving section of the website (tamugift.org)o A donation formo A giveaway or other form (like estate planning kits)o An event registration page

WHEN TO USE A GA LINKELECTRONIC EXAMPLESo TexAgs and other social media postso E-newsletter stories

PRINT EXAMPLESo Links driving people to the website from Spirit magazineo Print adso Direct mail pieces

WHEN TO USE A GA LINKOPPORTUNITIESo TAMU college/departmental website links back to the TAMF website

EXAMPLESo Links to donation forms from college websiteso Links from the campaign site

DON’T USE A GA LINKWHEN LINKING FROM A TAMF PAGE TO ANOTHER TAMF PAGE OR WEB PROPERTYo Link from tamugift.org to the PES page on txamfoundation.como Link from txamfoundation.com to the annual report at annualreport.txamfoundation.com

WHEN LINKING TO A TAMU-HOSTED WEBSITEo On social media to a story on tamu.edu siteo In the newsletter to a story on engineering.tamu.edu

DON’T USE A GA LINKWHEN LINKING TO THE FOUNDATION’S SOCIAL MEDIA ACCOUNT PAGESo Link from e-newsletter to facebook.com/TexasAMFoundationo Link on TexAgs.com to twitter.com/txamfoundationo Link from Facebook to youtube.com/user/AggieSpiritandMind

CREATING GA LINKS

RULE 1: LOWERCASE EVERYTHINGo facebooko emailo spirit-impact

RULE 2: USE HYPHENS BETWEEN WORDSo spirit-impacto zachry-leadership-programo 2015-june-financial-report

RULE 3: USE GOOGLE’S URL BUILDERo https://support.google.com/analytics/answer/1033867?hl=eno give.am/tamfgalinks

RULE 4: DOCUMENT IN GA SHORTLINKS EXCEL SHEETo One Drive/Metrics – RD/GA Shortlinks

BUILDING A GOOGLE ANALYTICS LINKSTEP 1: URLo Start with the website urlo Use the shortest version of it availableo What iModules might give you:http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid=3&pgid=4025&cid=8704&ecid=8704&crid=0&calpgid=2376&calcid=4477

o What you should use:http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid=3&pgid=4025

BUILDING A GOOGLE ANALYTICS LINKSTEP 1: URLo Start with the website urlo Use the shortest version of it availableo What iModules might give you:http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid=3&pgid=4025&cid=8704&ecid=8704&crid=0&calpgid=2376&calcid=4477

o What you should use:http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid=3&pgid=4025

BUILDING A GOOGLE ANALYTICS LINKSTEP 2: SOURCEWhere are you publishing the link? Where will people see it?o pg-newslettero tamf-newslettero texags-homepageo texags-forumo facebooko twittero linkedino instagram

BUILDING A GOOGLE ANALYTICS LINKSTEP 2: SOURCEWhere are you publishing the link? Where will people see it?o mc-emailo 2015 application emailo mediao Links in press releases and media advisories TO media FROM Monikao pg-commo Wills kit emailo Planned Giving event registrationso tamf-commo Non-planned giving event registrationso Class of ’88 pillar emailo spirit-magazineo Links in the print version to push to the Foundation website or web properties

BUILDING A GOOGLE ANALYTICS LINKSTEP 3: MEDIUMWhat method of distribution are you using?o socialo facebooko twittero linkedino instagramo texags-forumo emailo pg-newslettero tamf-newslettero pg-commo tamf-comm

BUILDING A GOOGLE ANALYTICS LINKSTEP 3: MEDIUMWhat method of distribution are you using?o displayo texags-homepageo advertisemento 12th-man-magazineo ppco facebooko websiteo college-departmental links to the site

BUILDING A GOOGLE ANALYTICS LINKSTEP 4: CONTENTIs there an issue of the publication?o pg-newslettero 2015-augusto 2015-septembero tamf-newslettero 2015-augusto 2015-september

BUILDING A GOOGLE ANALYTICS LINKSTEP 4: CONTENTWhat is the story about? WHAT are you promoting?o class-88-msc-pillaro family-helping-children-tomorrowo kirsch

BUILDING A GOOGLE ANALYTICS LINKSTEP 5: NAMEWhat is the impact area, tamf area, gift type, college and/or program you are promoting?o college-impacto planned-givingo real-estateo business

BUILDING A GOOGLE ANALYTICS LINKSTEP 5: NAMEYou can double, triple, quadruple these to reflect all areas.o college-impact-student-impacto planned-giving-evento real-estate-planned-giving-college-impact-business

FINISHED GA LINKShttp://tamugift.org/?pageID=34&docID=8&utm_source=pg-newsletter&utm_medium=email&utm_content=2015-september-family-helping-children-tomorrow&utm_campaign=planned-givinghttp://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&pgid=3842&utm_source=pg-comm&utm_medium=email&utm_content=heritage-tailgate&utm_campaign=planned-giving-event-heritagehttps://securelb.imodules.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid=3&pgid=322&utm_source=tamf-comm&utm_medium=email&utm_content=class-88-msc-pillar&utm_campaign=college-impact-msc

FINISHED GA LINKShttp://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid=3&pgid=4094&utm_source=texags-homepage&utm_medium=display&utm_content=kirsch&utm_campaign=planned-givinghttp://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid=3&pgid=4094&utm_source=texags-forum&utm_medium=social&utm_content=kirsch&utm_campaign=planned-givinghttp://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid=3&pgid=4094&utm_source=facebook&utm_medium=social&utm_content=kirsch&utm_campaign=planned-giving

SHORTENING & CUSTOMIZING GA LINKSUSE BIT.LY TO SHORTEN THE LINKS SO THEY AREN’T SO UNRULY.YOU CAN ALSO CUSTOMIZE THEM AT BIT.LY IF YOU WANT A SPECIFIC GIVE.AM LINKEx: give.am/BugleCall2015

SHORTENING & CUSTOMIZING GA LINKSDON’T CREATE A CUSTOMIZED GA LINK WHEN IT WILL APPEAR MULTIPLE PLACESEx: give.am/SupportPMC could appear on pledge cards and websites and videos.

SCENARIO 1 Megan is creating a one-off email promoting real estate kits, which donors can request through an online form here: http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid=3&pgid=4014&cid=8670 o DO YOU USE A GA LINK? o YESo WHY: It is a push marketing effort and the link in the email is bringing people back to the Foundation’s website.

SCENARIO 1 Megan is creating a one-off email promoting real estate kits, which donors can request through an online form. o URL http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid=3&pgid= 4014&cid=8670

o http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid=3&pgid=4014

SCENARIO 1 Megan is creating a one-off email promoting real estate kits, which donors can request through an online form. o URL http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid=3&pgid= 4014&cid=8670

o http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid=3&pgid=4014

SCENARIO 1 Megan is creating a one-off email promoting real estate kits, which donors can request through an online form.

http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid=3&pgid=4014o SOURCEo pg-commo MEDIUMo emailo CONTENTo real-estate-kito NAMEo planned-giving-real-estate

SCENARIO 1 Megan is creating a one-off email promoting real estate kits, which donors can request through an online form.

http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid=3&pgid=4014&utm_source=pg-comm&utm_medium=email&utm_content=real-estate-kit&utm_campaign=planned-giving-real-estate

SCENARIO 1 Megan is creating a one-off email promoting real estate kits, which donors can request through an online form.

http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid=3&pgid=3651&utm_source=pg-comm&utm_medium=email&utm_content=real-estate-kit&utm_campaign=planned-giving-real-estate

Bit.ly: http://give.am/1P92wMr

SCENARIO 2 April is adding a story to the Foundation’s e-newsletter about The Gardens at Texas A&M University linking to the initiative’s website here: http://gardens.tamu.edu/o DO YOU USE A GA LINK? o NOo WHY: The email is directing visitors back to The Gardens website, which is hosted by the university, NOT the Foundation.

SCENARIO 3 Alyssa is writing a Facebook post for a story about the Maroon Coats electing Cameron Blizzard as president on the Foundation’s website. o DO YOU USE A GA LINK? o YESo WHY: It is a push marketing effort and the link on social media is bringing people back to the Foundation’s website.

SCENARIO 3 Alyssa is writing a Facebook post for a story about the Maroon Coats electing Cameron Blizzard as president on the Foundation’s website. o URL http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid=3&pgid=3651&cid=7788&ecid=7788&crid=0&calpgid=2280&calcid=4433

o http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid=3&pgid=3651

SCENARIO 3 Alyssa is writing a Facebook post for a story about the Maroon Coats electing Cameron Blizzard as president on the Foundation’s website. o URL http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid=3&pgid=3651&cid=7788&ecid=7788&crid=0&calpgid=2280&calcid=4433

o http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid=3&pgid=3651

SCENARIO 3 Alyssa is writing a Facebook post for a story about the Maroon Coats electing Cameron Blizzard as president on the Foundation’s website.

http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid=3&pgid=3651o SOURCEo facebooko MEDIUMo socialo CONTENTo cameron-blizzard-maroon-coats-presidento NAMEo maroon-coats

SCENARIO 3 Alyssa is writing a Facebook post for a story about the Maroon Coats electing Cameron Blizzard as president on the Foundation’s website.

http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid=3&pgid=3651&utm_source=facebook&utm_medium=social&utm_content=cameron-blizzard-maroon-coats-president&utm_campaign=maroon-coats

SCENARIO 3 Alyssa is writing a Facebook post for a story about the Maroon Coats electing Cameron Blizzard as president on the Foundation’s website.

http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid=3&pgid=3651&utm_source=facebook&utm_medium=social&utm_content=cameron-blizzard-maroon-coats-president&utm_campaign=maroon-coats

Bit.ly: http://give.am/1Kx9ivA

SCENARIO 4 Isaac is setting up an event registration form on the website. In the “thank-you for registering” email he provides a link back to the event details page.o DO YOU USE A GA LINK? o YESo WHY: It is a push marketing effort and the link in the email is bringing people back to the Foundation’s website.

SCENARIO 5 Landon is linking to the Legacy Society page on the Foundation’s website from the online version of Spirit magazine. o DO YOU USE A GA LINK? o NOo WHY: The Foundation hosts or “owns” both the location where the link is being placed--the online version of Spirit--AND the location where the link is pointing.

SCENARIO 6 Dunae wants to link to a video on the Foundation’s YouTube channel from the online version of Spirit magazine. o DO YOU USE A GA LINK? o NOo WHY: The Foundation does not host the YouTube site, we simply have a channel on YouTube’s service. Our Google Analytics are not loaded on YouTube.

HOW TO USE GA LINKS FOR ANALYSIS