One of the issues I've came across in measuring the performance of digital campaigns was the discrepancy in reporting from our customer's analytics to our own reports. Because of our ad serving software, in Google Analytics (and apparently some others) our ads generally report as "Direct" traffic, which is viewed as if the user entered the URL directly rather than being referred from another site. For customers that monitor their own analytics to track advertising performance, this can cause some confusion.
After doing some research, I stumbled upon Google's Free URL Builder, a simple form that allows you to tag your URL to differentiate campaigns, ad content, etc. in your analytics reporting. For example, I could use the URL Builder to tag my other blog URL (ophorsesense.blogspot.com) for a Yahoo Banner Ad campaign as:
Clickthroughs will then appear in my analytics reports with Yahoo as the "Source" and Banner ad as the "Campaign" (see below)
I did not know this....thanks for sharing!
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