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Google Analytics Introduction and UTM Framework

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6 How To #3: Integrating Google Analytics with Eloqua • To enable this feature, navigate to: Assets Menu > Email Setup > Email Defaults • From here, check the, "External Tracking" checkbox and choose the corresponding tracking framework. However, before you do this, it is best to understand what will happen once the se ng is enabled. • Click on the, "Advanced Op ons" dropdown and choose "Manage External Tracking". From here you can edit exis ng configura ons, create new ones, and copy exis ng configura ons. We recommend copying and edi ng a new version of the Google Analy cs configura on to ensure there is an uncorrupted version to fall back on. • For now, choose, "Google Analy cs" and observe the Details sec on. Next to Suffix you will see a string of characters. This string contains the UTM parameters that Eloqua will generate for this configura on: This sec on will discuss enabling the External Tracking feature and some pros and cons of doing so. Eloqua is capable of automa cally genera ng UTM parameters on all outgoing links. This is useful because as an end user, you will not need to manually construct and insert UTMs on all links. Beware though, if you have more complex requirements, such as a need to track individual CTAs, this feature may hinder rather than help. Be aware that a strict naming conven on is your friend when leveraging Google Analy cs. Consider the big picture when coming up with and adhering to naming. A. External Tracking What does it mean? This string is saying that Eloqua will fill in the sending campaign's name for utm_campaign, and it will use "email" for utm_medium, and "Eloqua" for utm_source. The utm_ campaign value will vary for every send coming from Eloqua. These values may be all that you will ever need. Look at the dropdown menu for other op ons available to add (see red arrow). You will find other system field merges that you may find useful if your tracking needs are more complex than the default provides. When inser ng these values, be sure they correspond with a URL parameter (parameter_name=value). utm_campaign=&utm_ medium=email&utm_source=Eloqua

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