Online and Offline Promotion Tracking in Google Analytics

Online and Offline Promotion Tracking in Google Analytics

OK, let me paint you a story. The scenario is that you are running a promotion for a particular event or time of year. You are using multiple avenues to advertise and promote this amazing deal that you have to offer your potential customers. Due to the mix of marketing channels you will be using, you would like to have all of the efforts tracked in one central location so you can keep track of the progress over the course of the campaign. And of course, evaluate how effective the effort when it’s all over and brag to your colleagues about how awesome you are.

I’d like to breakdown how you can easily track all your online and offline marketing efforts so you can do all this and more. Online marketing channels we will track are email newsletter, paid search, social media, and banner advertising. Offline are any traditional mediums such as print, radio or TV.

The process is quite simple and one you can replicate across all mediums (except for offline which I will go into).


Email and Banner Advertising

Step 1. Create a tag specific to this medium. Recommended that you use this URL Builder tool from Google. It is important that you label the tag with something relevant to your promotion.

Step 2. Use this tag on any call to action in your email and on your banners.

Social Media

Step 1. Follow step 1 from Email and Banner Advertising.

Step 2. Shorten the generated link URL using

Step 3. Only use this version of the URL when promoting your promotion via social media channels.

Paid Search – Google

This is the easy part. AdWords makes it very simple so all you need to do is enable auto-tagging.

Offline Marketing

Step 1. It get’s a teeny bit more tricky here as you will need to create a webpage specifically dedicated to your promotion.

Step 2. Create a URL for this webpage’s address using the Google URL Builder.

Step 3. Add the following code (swapping the relevant information) into the header of the landing page before the Google Analytics code.

<link rel=”canonical” href=”INSERT URL HERE” />
<meta http-equiv=”refresh” content=”1;URL=URL BUILDER ADDRESS HERE″>

Analysing the Results

Using Custom Advanced Segmentation In Google Analytics

Step 1. Create a new advanced segment.

Step 2. Add dimensions > Campaign > Condition (Matches exactly) > Value (Promo Name Used in URL Builder).

You should now be able to view the traffic/clicks, conversions and potentially E-Commerce data specific to your campaign.

Final Step: Marvel at your handiwork and brag to all of your colleagues about your awesomeness. I hope this gives you a good general idea on how you can easily measure your promotional efforts via Google Analytics.

Happy tracking!

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We’ve been in the digital marketing field for over 18 years and worked with hundreds of Australian (and international) businesses to grow their web presence. Specialising in SEO, search ads (PPC), social media, content marketing, email marketing and conversion rate optimisation.

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