Google Analytics: Custom Campaigns

Custom Campaigns can help you find out how referral traffic arrives at your content, so you can identify the most effective ways to attract more users.

To use Custom Campaigns, add parameters to your URLs (landing pages1) that can identify where those links are placed within a specific campaign that you’re running. When a user clicks a link, these parameters are sent to your Analytics reports, so you can then analyze which URLs users click to get to your content.



Tracking links in Google Analytics using UTM Source

To use custom campaigns for Google Analytics, add UTM2 parameters to your URL:

For example,

which are then recorded in your custom analytics report.

Google Analytics even has a URL Builder tool

( )

that makes it easy for you to generate a URL with UTM parameters.


1The destination page on which you want visitors to enter your website following a click-through on a referring website (or email).

2UTM stands for Urchin Tracking Module. Google purchased Urchin Software in order to enter the field of Analytics.


Using the URL builder

  • Fill in the form below and click Submit button to create URLs for Custom Campaigns for website tracking.
  • Use the Google Play URL builder tool for mobile app tracking.
  • When you enter your URL, you need to escape special characters. For example, if your URL contains a string like topic=1638563&rd=1, you need to escape the ampersand, and enter that portion of the URL like this: topic=1638563&rd=1
  • Step 1: Enter the URL of your website.

Website URL * (e.g.

  • Step 2: Fill in the fields below. Campaign Source, Campaign Medium and Campaign Name should always be used.

Campaign Source * (referrer: google, citysearch, newsletter4)

Campaign Medium *

Campaign Term (identify the paid keywords)

Campaign Content (use to differentiate ads)

Campaign Name * (product, promo code, or slogan)

  • Submit

* Required field


More information and examples for each parameter

  • Campaign Source (utm_source)

Required. Use utm_source to identify a search engine, newsletter name, or other source.
Example: utm_source=google

  • Campaign Medium (utm_medium)

Required. Use utm_medium to identify a medium such as email or cost-per- click.
Example: utm_medium=cpc

  • Campaign Term (utm_term)

Used for paid search. Use utm_term to note the keywords for this ad.
Example: utm_term=running+shoes

  • Campaign Content (utm_content)

Used for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL.
Examples: utm_content=logolink or utm_content=textlink

  • Campaign Name (utm_campaign)

Required. Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign.
Example: utm_campaign=spring_sale




Where are my Campaigns?

In the Real Time section of Google Analytics reports, your Custom Campaigns show up under Traffic Sources.

For historical data (> 1 day ago), you would find your campaigns under the Acquisition section => All Traffic => Source/Medium




The Custom Campaign that originated from a WordPress page:

Screen Shot 2015-05-01 at 11.47.57 AM

A Custom Campaign that originated from a landing page link (containing UTM parameters) in a Facebook post:


Screen Shot 2015-05-06 at 10.14.00 AM

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