Methods for Monitoring Print Ads Using Google Analytics in 4 Steps
In today's digital age, businesses are increasingly recognising the importance of tracking their print advertising efforts to gain valuable insights into their performance. By implementing simple yet effective methods, businesses can enhance their understanding of the impact of their print media campaigns and optimise their strategies for better results.
The Power of UTM Parameters
To track print ads digitally and analyse their success in Google Analytics, the most effective method is to use UTM parameters appended to URLs or QR codes included in your print materials. This allows Google Analytics 4 (GA4) to attribute website traffic, user behavior, and conversions directly to the print campaign.
Key steps and methods include:
- Add UTM parameters to the URLs shown in your print ads or embedded in QR codes. Parameters like (e.g., "printmagazine"), (e.g., "print"), and (e.g., campaign name) classify and track print ad traffic in GA4.
- Use dedicated landing pages exclusive to your print campaign URLs. This makes it easier to monitor unique visitors and conversions driven by print ads separately from other channels.
- Incorporate QR codes in print ads with UTM-tagged URLs. QR codes simplify tracking by linking print ad readers directly to tagged pages. Using QR code generators with analytics integration (e.g., Uniqode) can automatically send scan and post-scan behavior data to GA4.
- Analyse print-influenced conversions by comparing behavior and conversion rates of users arriving via print-tagged campaigns versus other traffic sources.
- Improve and adapt your campaign through A/B testing different print messaging or offers, measuring results digitally via GA4 to understand what drives clicks and conversions best.
The Benefits of Tracking Print Ads
By tracking print ads digitally, businesses can gain valuable insights into their print marketing efforts. For instance, they can identify which print materials are driving the most traffic, understand user behavior on their website after clicking on a print ad, and measure the impact of their print campaigns on conversions.
Moreover, implementing print ad tracking helps reduce incorrect classification of traffic as Direct or Organic search. This ensures that the credit for the traffic generated by print ads is accurately attributed to the source.
Setting Up a Redirect
To send traffic from a vanity URL to the tracking URL, a developer needs to create a redirect. For example, a vanity URL like "entobento.com/time" could redirect to "entobento.com/?utm_source=time%20magazine&utm_medium=print&utm_campaign=promo". After the redirect is set up, the vanity URL can be tested by pasting it into a browser to confirm the UTM is working properly.
The Google UTM builder can be used to create the tracking URL for the ad in a few minutes. The tracking URL includes UTM parameters for source, medium, and campaign. A vanity URL is a unique, short, and simple URL that demonstrates the brand or ad campaign.
Implementing print ad tracking sets businesses apart from those that do print advertising with little understanding of its performance. Thousands of businesses have grown their online leads and sales strategically since 2009, thanks in part to the Internet and Google Analytics. By tracking print ads digitally, they can gain insights into the performance of different print efforts and make data-driven decisions to improve their campaigns.
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