Tool tagging services

Campaign names are not bound by the same restrictions as source or medium names. Mirror the name of your pay-per-click campaign within the advertising platform with the campaign name that you use here. This makes analyzing much simpler when toggling back and forth between Google Analytics and your pay-per-click platform. Ensure that the name of your campaign is descriptive enough so that anyone who needs to analyze the campaign in Google Analytics can clearly and easily understand what it is that the person would be looking at e.

The term query parameter was specifically designed with the pay-per-click advertiser in mind. If you are tagging your URLs at the keyword-level, then you would want to use the keyword that you are bidding on as your term here. Use the exact same keyword exact same words and order of the words here as you do in your advertising platform, to avoid any possible confusion in your reports.

When the term query parameter is used, any clicks on your destination URLs will result in an entry in the Keywords report in the Traffic Sources section.

To avoid confusion, be sure to only use the term query parameter for keywords that you are bidding on, not for media placements or banner buys. You are free to use any casing uppercase or lowercase that you choose. However, we prefer to use lowercase here, as keywords from organic traffic sources are automatically displayed in lowercase lettering in reports.

The content query parameter is a multi-purpose query parameter, whose data appears in the Ad Versions report in the Traffic Sources section. As you can see from the notes above, you can use content in different ways and for different types of ads or links - just remember that the Ad Versions report is the home for all of content's query parameter data.

Also keep in mind that if you are advertising with Google AdWords, and your Google Analytics account is properly synced to your AdWords account, that Google Analytics will, by default, use the headline of your ads as the line item in the Ad Versions report. This may look odd to you, especially if you are using the "Keyword Insertion" tool, where keywords are dynamically inserted into the ad headline. Feel free to be as descriptive as you need to be to explain your content query parameter.

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